There are a lot of things you can buy for $100,000. You could splash out on a fancy sports car or have a tennis court installed in your backyard. Alternatively, you could choose to add some dazzle to your wrist by investing in some serious bling…

To celebrate the opening of their first Australian store, TW Steel held an exclusive showing of the hand-built CEO Tech World Centennial watch at their Strand Arcade boutique.

TW Steel specialises in watches that are big and bold, but the CEO Tech World Centennial takes things to the next level. The 48mm timepiece is set in a rhodium-plated steel case that’s smothered in 484 diamonds. A grey dial and dark grey alligator strap make a half-hearted bid to offset some of the sparkle on the watch that is valued at $US100,000.


The watch was created to celebrate TW Steel becoming available in 100 countries – an extraordinary feat given the brand was founded by Jordy Cobelens nine years ago when he was just 21-years-old.

Since then the brand famous for its oversized watches has gone on to sponsor the Sahara Force India Formula One team and the Yamaha MotoGP team.

Here, the 30-year-old shares his advice for fellow entrepreneurs.



If you believe in something go for it. There’s always a lot more reasons not to do things. Whether it’s starting your own business or changing jobs, it’s easy to stay in your comfort zone. Sometimes you just have to take the chance.

Watch the details. Don’t focus so much on the future that you take your eye off what’s happening right now. You can’t just look at the big picture – stay focused on the little things, too. When I first started, for example, I insisted on counting the stock every day to check orders so we always knew what to replenish.

Always look for opportunities. Do something different to whatever everyone else is doing to stand out from the crowd. It’ll either go horribly wrong or very right. For me, I saw that no-one was making oversized watches in a particular price range.

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