As TW Steel founder Jordy Cobelens said, TW STEEL IS NOT JUST A WATCH, IT IS A STATEMENT.
And that statement is being brought loud and clear all over the world by TW Steel Global Marketing Director Auke Possel.
Mr. Possel has successfully strengthened TW Steel’s global brand voice and cemented The Watch in Steel’s position as a global powerhouse. Spearheading global marketing initiatives since 2012, Auke’s inspired campaigns such as Pilot Your Life and Slim Line: Designed Statements have secured the brand’s domination of the oversized watch segment and propelled it to new heights in key regions.
With 2015 marking TW Steel’s 10th anniversary, Auke is eager to roll out the brand’s celebrations around the world and incorporate its message all of its brand platforms – including its role as an ‘Official Sponsor’ of the MOVISTAR YAMAHA MotoGP™ team which includes World Champions Valentino Rossi and Jorge Lorenzo.
Next to these Big Time celebrations, Auke is determined to grow TW Steel’s strong brand image worldwide ensuring their oversized watches remain market leaders for years to come. Passionately promoting the progressive ‘it’s not a watch – it’s a statement’ mantra, he is committed to make sure the lifestyle brand is a mainstay for consumers around the world.
Born and raised in The Netherlands, Auke was armed with a healthy adventurous spirit early in life. Seeing the world as his playground, he travelled the globe from Montreal to Bangkok at a young age. Soon he combined this international outlook with a passion for brands. Learning the ropes from his father who owned advertising agencies, Auke further honed his skills at Bournemouth University where he developed his own model explaining brand communications from a cultural perspective, the Possel Pyramid, which won the Barclay Award for Best Marketing Communications Dissertation. Soon he found himself developing brands and rolling out campaigns in Southeast Asia, the Middle East and Europe.
