James Hinchcliffe and Jordy Cobelens

Amsterdam, The Netherlands (15 April, 2009) – TW Steel, the Dutch watch brand specializing in oversized watches, is pleased to announce Canadian Indy Lights Series race car driver, James Hinchcliffe, as its latest Brand Ambassador.

The 22-year-old from Toronto will subsequently sport TW Steel branding during his rookie campaign in the 2009 Firestone Indy Lights Series – in support of the IndyCar Series competing throughout North America, including a stop in his home town in July with the ‘Honda Indy Toronto’ and later that month at the ‘Rexall Edmonton Indy’, again in his native Canada.

“We’re delighted to have James on-board as a TW Steel Brand Ambassador,” said TW Steel CEO, Jordy Cobelens. “We’ve known James through our association with A1GP this season and he’s always been very enthusiastic about TW Steel. Canada’s an important market for us and we see some great opportunities to promote our brand there off the back of James’ race campaign.

“We know he’s great with the fans and media and therefore we feel he’s perfectly suited to represent TW Steel. As a proven leader and race winner we share a lot of attributes, not least we both like to define individuality. I’m looking forward to building our partnership with James and continuing to promote TW Steel in North America.”

Hinchcliffe, who returns to the Firestone Indy Lights Series this weekend at the ‘Toyota Long Beach Grand Prix’, 16th-19th April, is equally pleased to represent TW Steel as he pilots the Sam Schmidt Motorsports entered #7 Hinchtown.Com Dallara-Firestone.

“I’m tremendously excited by this opportunity to work with a great brand like TW Steel,” James commented. “It goes without saying that racing in the Firestone Indy Lights Series offers a significant platform for promotion for TW Steel and I’m absolutely pumped to work with a company that understands and appreciates the benefit of being involved in motorsport. My pit-crew, who know the importance of timing and precision, will be suitably adorned at Long Beach with their own TW Steel watches as well. Having worn my own TW602 since the start of the A1GP season, I know that wearing a TW Steel makes a statement!”

Hinchcliffe sits third in the Indy Lights Driver Standings heading to Long Beach after scoring a third place podium last time out in St. Petersburg, Florida.

TW Steel, the name meaning ‘The Watch in Steel’, has rapidly established itself as a big, bold, lifestyle brand. Its collections are reflective of, and available for all tastes and occasions without compromise to design or build.