MANILA, Philippines--It doesn't have the heritage of Vacheron Constantin, the opulence of Patek Philippe or the renown of Rolex. But no matter, it seems, since for TW Steel, size is all that matters.

Europe?s fast-growing watch brand, launched only three years ago, is enjoying its growing popularity in some 50 countries, seemingly for ?not pretending to be anything else,? according to its chief commercial officer, Stewart Bain.

?I think it?s the secret of its success,? said Bain, who accompanied TW Steel CEO Jordy Cobelens for the brand?s Manila launch. Lucerne Jewelers introduced the brand in the country last year. ?It?s individual and it makes a statement.?

Bain refers to TW Steel?s (or The Watch in Steel) look: distinctly oversized at 37 to 50 mm case dimensions.

Three years ago, Jordy Cobelens, then only in his early 20s, hit on the idea of creating ?big, good-looking and affordable? watches that he felt were missing in the market. His dad, Ton Cobelens, is a watch merchant and designer, creating timepieces in the Netherlands for the European market.

?We tested it in the Dutch market and it was an immediate success,? said the younger Cobelens, now 26. ?Then everybody wanted to carry it in their stores.?

TW Steel is careful about categorizing the brand. It?s a lifestyle watch, Bain said. ?Price-wise, it competes with fashion brands,? said Cobelens. ?But in looks, it competes with luxury brands. It?s its own brand. It doesn?t try to be Rolex or Omega.?

Retailing from P18,000 to P60,000, though a fraction of the price tag of, say, a Panerai, TW Steel isn?t exactly a cheap watch. But ?for what you?re getting, it?s a reasonable price, so it?s good value,? says its CEO, who co-owns TW Steel with his brother. Their dad still designs the line, now with some 80 unisex styles.

TW Steel has aligned itself with the A1GP World Cup of Motorsport as the official timekeeper for 2008-09, but the watch executives maintain the brand is worn by both men and women. ?Both my dad and my wife wear it,? Bain said. The case?s back is curved so that the watch sits comfortably on the wrist.

TW Steel is designed in Europe, its parts also made there, but are assembled in other countries. The movements are Japanese. Its cases are either of stainless steel or PVD plated in yellow gold, rose gold or black. Some styles have chronograph movements.

Following the downturn, ?there has been a move in the buying platform,? Cobelens said. ?The audience buying $3,000-$4,000 watches still buy, but they won?t spend that much anymore, though they still want that same feeling.? In this case, his brand has largely benefited, he added. ?There was a research in Europe in December of the Top 10 brands least affected by the crunch and TW Steel emerged
No. 1.?

Asia is a key focus for TW Steel?s ?massive expansion? in 2009. By middle of next year, it aims to put up at least five concept stores in the region. In the Philippines, it?s available at Lucerne, Chronos, Swiss Gear, Wristpod and Adora.