The father and son team has a history with watches which began in 1980 when Ton became a Raymond Weil & Maurice Lacroix distributor for the Benelux region, this being when Ton started designing private label watches for airlines such as KLM & Martinair.

The "Canteen" models feature a crown cap attached by a "hook" or "hinge" to the side of the watch case.

[4] TW Steel has many brand ambassadors such as Kelly Rowland, David Coulthard,[5] Mitchell Niemeyer,[6] Mick Doohan and Dario Franchitti[7] who are regularly seen wearing the watches on TV and taking part in various promotional activities.

In 2011 and 2012 the allegiance moved on to the Lotus F1 team and its drivers can be seen sporting TW Steel watches whenever they achieve podium finishes.

The TW Steel logo features on the driver's overalls and F1 car rearview mirrors.