Dutch by design, big in attitude and peerless in class

Working around the clock for TW Steel

TW Steel (The Watch in Steel) is a Dutch watchmaker known for its large watches and chronographs. The company was established in 2005 by father and son team Jordy & Ton Cobelens in the Netherlands. TW Steel is known for its epic collabs in the racing scene including sponsorship of Formula 1 teams and racers and the recent collaboration with the WRC. After working with Towel Media on the content part for several years, TW Steel decided to shift up a gear and work with The Pool as well on their online marketing efforts.

Full stack online marketing partner

Campaign Strategy & Services

The goal of the collaboration is to help TW Steel with all their online marketing efforts. Within the collaboration we focus on four main pillars; Search Advertising, Social Advertising and Organic Social & PR and E-mail marketing. We do this on a performance basis meaning we grow our own revenue as we if we manage to make theirs grow.

TW Steel uses multiple limited edition drops and pre-orders per year. We ensure that we sell these per campaign as quickly as possible at the lowest possible price. In addition, we coordinate all marketing channels and content as tightly as possible to reduce costs through the use of custom tooling and daily optimization.

We advertise and generate sales worldwide. We therefore adjust the campaigns, copywriting and (video) assets accordingly.


Online marketing strategy

Branding driven and performance focused

Social Media Advertising

On Facebook, Instagram and YouTube

Search Engine marketing

Google Search & Shopping

Content creation

In collaboration with Towel

Organic Social media and PR

Maximizing organic reach and earned media efforts

Custom dashboarding

Creating valuable and actionable marketing insights

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