Sahara f1 logoSahara Force India is delighted to announce the launch of the official Sahara Force India Formula One Team Watch Collection developed by the team’s Official Timing Partner TW Steel. The team unveiled the designs of the new range at an exclusive launch event in the Formula One paddock ahead of this weekend’s British Grand Prix.


Having first announced TW Steel as Official Timing Partner to the team back in February, the relationship reaches a new stage with the introduction of the Sahara Force India Pilot Editions, which are set to retail in late July. Displaying the team’s logo on the dial and the case back, the three designs, available in both 45mm and 48mm editions, feature a sporty appearance to the watch face, with bold, crisp white numbering.


The theme of Sahara Force India is incorporated courtesy of a stylish carbon fibre dial, complete with the logo of the team placed below the two-dots logo of TW Steel.


The Sahara Force India Formula One Team collection will be available for purchase through the newly-launched Sahara Force India Online Shop.


Dr Vijay Mallya, Team Principal and Managing Director for Sahara Force India: “I’m absolutely thrilled with the TW Steel Sahara Force India Pilot collection. We’ve enjoyed a tremendous start to our partnership, both on and off-track, and the unveiling of the new collection is the next step in our growing relationship. I’m naturally delighted TW Steel have produced these outstanding timepieces and I am confident they’ll be massively popular amongst not only our team members and partners, but more importantly to our ever growing fan base around the world, and in particular of course, in India.”


Jordy Cobelens, CEO and Co-Owner for TW Steel: “The Sahara Force India Pilot timepieces are a very welcome addition to the TW Steel collection. We’ve built on our existing Pilot executions and injected all that Sahara Force India wishes to represent into these new models. We’ve talked before about our shared synergies and they’re all here to see with the new timepieces, highlighted by our quest for performance, with the use of the new Chronograph Big Calibre movement, and through our attention to detail with the subtle team accents both in terms of colouring and logos.  I have no doubt these models will appeal to the team’s considerable fan base but also to consumers seeking a bold watch with exceptional styling and build quality.”


About TW Steel

With its name meaning ‘The Watch in Steel’, TW Steel is firmly established as a big, bold, global lifestyle brand.  Its timepiece collections are reflective of and available for all tastes and occasions with innovative design and luxurious styling paired together with Swiss build quality and an exceptional price point.  TW Steel offers a defined sense of individuality and shows to the world that as a bold and ambitious personality, you wear a statement watch that truly reflects who you are.


Proudly Dutch, TW Steel is led by its entrepreneurial CEO and co-owner Jordy Cobelens – whose talents have been recognized with Ernst & Young’s ‘Emerging Entrepreneur of the Year 2011’ in The Netherlands.  While Jordy Cobelens oversees the building of the TW Steel brand, his father and co-owner, Ton Cobelens, serves as the Chief Design Officer.  Having launched in 2005, and now with 140 models, TW Steel has attained a global appeal while creating an internationally recognized and respected brand name offering truly affordable luxury available in over 100 countries.


About Sahara Force India Formula One Team

Sahara Force India Formula One Team is beginning its sixth year of competition in the FIA Formula One World Championship. The team was founded in 2008 when Dr Vijay Mallya, Chairman of India’s iconic UB Group, launched the first-ever Indian Formula One team. The cars incorporate the colours of the Indian flag and the team is a sporting representation of the emerging generation of young, aspirational Indians and the growing strength of India as a nation. In 2011 a historic partnership was agreed as Sahara India Pariwar became co-owners of the Silverstone-based team. With the support of Sahara, the team is driven by two of India’s greatest industrialists who both recognise the value of using sport as a marketing platform to build some of India’s biggest brands.  For more details visit: