Snapshot
November 06, 2014
TW Steel signs on as official sponsor for Yamaha Factory Racing

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The multi-year relationship will see the Dutch lifestyle brand ‘Big in Oversized Watches’ become an ‘Official Sponsor’ of Yamaha Factory Racing – the Italian-based squad competing this season with the enviable rider pairing of reigning MotoGP™ World Champion, Spain’s Jorge Lorenzo (#99), and Italian legend and multiple MotoGP™ World Champion, Valentino Rossi (#46).With TW Steel enjoying branding platforms through its relationship with the team at each race weekend, ‘The Watch in Steel’ will further cement its partnership later in the season courtesy of the introduction of an all new TW Steel Yamaha Factory Racing watch collection. These dynamic timepieces will reflect TW Steel’s stylish design features while infusing the very brand DNA of Yamaha Factory Racing into each model, ensuring a wide appeal to fans of the team, its riders and consumers appreciative of bold, oversized watches.“Our association with Yamaha Factory Racing simply showcases once again TW Steel’s ambition as a global brand,” commented TW Steel CEO and co-owner, Jordy Cobelens. “The platform the team offers us is immense, not only in terms of Yamaha’s worldwide reach but also thanks to the following enjoyed by the team competing in MotoGP™. Our TW Steel Yamaha Factory Racing collection will represent the very best from both brands and we look forward to launching these timepieces together shortly.”“It goes without saying that we’re delighted to be entering into a new sector and an exciting new sporting platform through our sponsorship of Yamaha Factory Racing,” stated TW Steel’s Chief Commercial Officer, Stewart Bain. “Key to this relationship is our desire to continue to build our global platform and what better way than through an association with a brand as reputable and successful globally as Yamaha. The team races at the top and with Lorenzo and Rossi partnered together, they represent the pinnacle of riding talent. Our brands share many synergies, I’m excited to start our relationship!” “It gives us great pleasure to be able to welcome TW Steel to the world of Yamaha Factory Racing and to the world of MotoGP,” enthused Lin Jarvis, Managing Director of Yamaha Factory Racing. “TW Steel is a young company and they share the same passion as our team in the way they go about producing their watches. “Their products are renowned for striking designs, top quality materials, accuracy, reliability and a commitment to the world of sports. We have worked together to develop a range of exclusive TW Steel – Yamaha Factory Racing watches that have been designed upon our YZR-M1 racing machines. Our team will wear these watches at race tracks around the world and once they’re available we look forward to seeing them retailing at TW Steel dealers and in the Yamaha network around the world”.Yamaha Factory Racing started the 2013 MotoGP™ season with a victory for Jorge Lorenzo in Qatar in April. Heading into this weekend’s fifth round in Italy, Lorenzo sits third in the Rider Standings with team-mate and home-favorite, Valentino Rossi, two spots back in fifth place.TW Steel is a private, family-owned company founded in Amsterdam in 2005 now retailing in over 100 countries and counting worldwide. It enjoys a presence in Formula One as the ‘Official Timing Partner’ to Sahara Force India, while the brand also boasts a bold portfolio of global ambassadors including Grammy-award winning star Kelly Rowland, and motorsport legends such as Mick Doohan, Emerson Fittipaldi, David Coulthard and Dario Franchitti.PaddockTalk Perspective
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