Groove to TW Steel's newest store

Tha Good Life - by John Paul 'JP' Tanchanco

Posted at May 24 2013 12:02 PM | Updated as of May 24 2013 08:51 PM

MANILA, Philippines - TW Steel Watches opened its new store at Shangri-La Mall with a night of music and inspiration.

I dropped by the Lucerne Group's new store to celebrate with their team led by TW Steel's Jordy Cobelens, who flew in from the Netherlands to launch their new "Pilot Your Life" campaign.

TW Steel

TW Steel is a Dutch wristwatch brand headed by the hip CEO Jordy Cobelens and his dad, Ton Cobelens. The Swiss-made brand is very popular for its oversized watches.

TW Steel's New Store at the second floor of Shangri-La Mall. Photo by Brian Tanchanco

VIP guests and watch enthusiasts enjoyed the new store's chic interiors. The visual merchandising complemented the brand's unique, oversized watch designs that were displayed.

TW Steel Watches. Photo by Brian Tanchanco

According to Dawn Dacanay of TW Steel Asia Ltd, the brand has been received well by the Pinoy market.

"TW Steel has had a warm acceptance in the Philippines. Our economy is growing and so is the brand. We are very happy and grateful for the leadership and support of the Lucerne group in expanding retail stores for the brand," said Dacanay.

PBB's Wendy Valdez, JP Tanchanco. Photo by Brian Tanchanco
Dacanay Family of TW Steel Asia Ltd. Photo by Brian Tanchanco

Pilot Your Life ambassadors

The event brought together movers from the business community led by Lucerne Group's head honchos Ivan and Emerson Yao, TW Steel Brand Manager Cathy Porlaje, and Marketing Manager Judith Staples. Celebrity friends also joined the ribbon cutting.

Onemig and Valerie Bondoc. Photo by Brian Tanchanco
Lara Quigaman and Marco Alcaraz. Photo by Brian Tanchanco

The highlight of the night was when the host Patricia Hizon introduced CEO Cobelens to welcome the guests with an inspiring video and toast showcasing the inspirational stories of the Pilot Your Life ambassadors.

Marvin Agustin, Venus Raj, Rio dela Cruz and Chieffy Caligdong were among the inspiring Pinoys given recognition for piloting their life into excellence.

Azkals Chieffy Caligtong, Jordy Cobalens, Marvin Agustin and Host Patricia Hizon. Photo by Brian Tanchanco
L Time Studio's Inja Fajatin, Brian Tanchanco. Photo by Brian Tanchanco

The night began to liven up when the DJ group Zombettes of Ornusa Cadness and Sanya Smith were introduced.

It's been years since I've hung out with Ornussa so I was glad to catch up with her at the event.

Ornussa Cadness, JP Tanchanco, Sanya Smith. Photo by Brian Tanchanco

The night culminated in dancing as guests were treated to a surprise DJ number by TW Steel's CEO Jordy Cobalens, who hit the deck and got the crowd groovin' to his ear candy set.

TW Steel CEO / DJ Jordy Cobelens flanked by the Zombettes. Photo by Brian Tanchanco

TW Steel Timepiece buyers are eligible to join their "Pilot Your Life" contest.

Should you be the Grand Prize winner, you will have the opportunity to realize your dream such as opening a business, driving an F1 race car, travel abroad or whatever your heart desires.

For more info, log on to


John Paul C.Tanchanco is a travel, food, party, film and music aficionado. He is also an economist, businessman, MYX/Awit award-winning media producer and Kala guitarist.

"Tha Good Life" is a special feature for about pop culture, travel, music, entertainment, business, food, clubbing, shopping and events.

For questions, features and comments, e-mail him at [email protected] or [email protected]