IndyCar Series Champion & Indy 500 Winner Dario Franchitti Announced as TW Steel Brand Ambassador

Amsterdam, The Netherlands (16 April, 2010) – TW Steel, the Dutch brand specializing in oversized watches, announced Friday that reigning IZOD IndyCar Series Champion, Dario Franchitti, is to become a Global Brand Ambassador.

Franchitti, IndyCar Series Champion in 2007 and 2009, was announced as TW Steel’s latest ambassador as he began preparations to defend his ‘Toyota Grand Prix of Long Beach’ race title with this year’s event once again taking place on the streets of Long Beach, California, Friday 16th – Sunday 18th April.

TW Steel is delighted to announce that in addition to the 36-year-old Scottish racer becoming an ambassador for the brand, he will also be involved in the design and subsequent promotion of the ‘TW Steel Dario Franchitti’ edition – the first watch to sport the 2007 Indy 500 Winner’s name and official logo.

“I think it’s tremendously exciting to have someone with Dario’s record of success associated with TW Steel,” stated Stewart Bain, TW Steel’s Chief Commercial Officer. “The Franchitti name has come to represent excellence in the world of motorsport with Dario renowned amongst his peers, fans and the media for being a sportsman, and gentleman, of significant stature.

“He is also, and critically, extremely knowledgeable about watches so we were delighted with Dario’s reaction to ‘The Watch in Steel’ and we look forward to working with him further on the Franchitti edition. North America is undoubtedly one of the most important territories for the continued growth of TW Steel. We’re naturally relishing the opportunity to partner our brand voice with Dario’s substantial popularity to reach out and continue to engage our consumers.

”Franchitti, who currently drives for Target Chip Ganassi Racing in the IZOD IndyCar Series, is equally excited by the new partnership.

“Anyone who knows me will tell you that if I had a passion away from racing, other than my love of cars, it would be for watches,” stated the Scot.

“I’ve always appreciated a fine timepiece and when I was first introduced to TW Steel I was certainly impressed with their commitment to designing something unique but very appealing. As I compete all over the world I’m delighted to be working with them as a brand ambassador here in North America and internationally as well.

”He continued; “The opportunity to work with TW Steel to come up with a ‘Dario Franchitti’ edition was particularly exciting to me. If something’s going to bear your name you have to have complete faith that it’s a true representation of what you stand for. In TW Steel I’ve found the perfect partner. We’re both driven by a pursuit of excellence and a true passion for watch design. I have a new found appreciation for what goes into producing these watches and I’m excited to be unveiling my own edition later next month!

”Details of the ‘TW Steel Dario Franchitti’ execution will be announced next month along with an exclusive ‘Launch Party’ in Indianapolis on Saturday 22nd May.

TW Steel is available in America through leading retail partners including London Jewelers in New York, Reis Nichols in Indianapolis, Hyde Park Jewelers in Denver and Las Vegas, Swiss Fine Timing in Chicago and David Orgell on Rodeo Drive in Beverly Hills.TW Steel, celebrating its fifth anniversary in 2010, continues to develop and lead the oversized watch market. A family-owned company, headed by 27-year-old Chief Executive Officer and co-owner, Jordy Cobelens, ‘The Watch in Steel’, has emerged as an innovative, bold lifestyle brand – now available in over 50 countries worldwide.

www.twsteel.com