The great thing is that Lucas was already a fan of TW Steel watches before we engaged directly with him. His passion and enthusiasm impressed us and we wanted to capture that immediately.
Amsterdam, The Netherlands (Vocus) March 5, 2010
TW Steel, the international Dutch watch brand – renowned for exceptional oversized watches, is delighted to announce a partnership with Brazilian Formula One driver, Lucas di Grassi.
The 25-year-old from Sao Paulo will make his Formula One debut at the ‘Bahrain Grand Prix’ on Sunday 14th March, the opening round of the 2010 F1 World Championship, and in doing so follows a long line of illustrious Grand Prix drivers hailing from his native Brazil.
TW Steel welcomes Lucas as its first Brazilian Brand Ambassador - ‘The Watch in Steel’ already growing in popularity in South America, as it has globally since debuting in The Netherlands in 2005.
“I’m extremely pleased that we’ve been able to align the TW Steel brand with one of Brazil’s leading young sports stars,” said TW Steel Chief Commercial Officer, Stewart Bain. “The great thing is that Lucas was already a fan of TW Steel watches before we engaged directly with him. His passion and enthusiasm impressed us and we wanted to capture that immediately."
“I’m delighted that Lucas and TW Steel are now partners and I have no doubt he’ll make a fantastic brand ambassador. He’s already proven his talent and he undoubtedly deserves the opportunity to showcase his abilities in Formula One. We’re relishing the chance to promote our association with Lucas, not least in Brazil where he’s already a big personality, but worldwide.”
Lucas di Grassi commented, “This is a really exciting time in my career and I’m naturally happy to be supported in my move up to Formula One by TW Steel. I look forward to representing them and of course wearing TW Steel watches around the world. I was a fan of their oversized collection already so to be able to partner with them means a lot to me. They’ve proved themselves as an ambitious brand in a very competitive market. I’ve gone through similar experiences to make it into Formula One so we have many shared synergies.”
Lucas di Grassi’s racing career started in karts in 2000, the determined Brazilian quickly graduating to cars. A pair of runner-up finishes in Brazil’s Formula Renault Championship and F3 Sudamericana Series propelled him into European competition in 2004.
Victories in the British F3 and the F3 Euro Series championships cemented his potential and saw him step-up to Formula One’s official feeder category – the GP2 Series. He finished runner-up in 2007, backing that up with additional wins and top-three finishes in 2008 and 2009 respectively. At the same time Formula One tests beckoned, the popular racer eventually landing a full-time ride in Formula One with fellow newcomers, Virgin Racing, for the 2010 season.
TW Steel, celebrating its fifth anniversary in 2010, continues to develop and lead the oversized watch market. A family-owned company, headed by 27-year-old Chief Executive Officer, Jordy Cobelens, ‘The Watch in Steel’, has emerged as an innovative, bold lifestyle brand – now available in over 50 countries worldwide.
For further information please contact Stuart Morrison – TW Steel PR & Communications Manager: Office: +1 514 684 2621 / Mobile: +1 514 945 3253 / Email: stuartm(at)twsteel(dot)com
Photo Credit – ‘Brazilian Formula One driver, Lucas di Grassi, pictured wearing his TW Steel’ – TW Steel
High Resolution Version Available for Download: http://farm5.static.flickr.com/4056/4406605612_157a0a2bda_b.jpg
Press release and high resolution images are also available for download via the Media section on the official TW Steel website – http://www.twsteel.com. Username: pressmember / Password: twxs01