INSPIRED BY the philosophy of “Seizing the moment,” Dutch watch maker TW Steel and influential British fitness instructor Simeon Panda teamed up for the limited-edition The Crunch Time Collection.

A seven-watch collection, The Crunch Time timepieces are built around the shared belief of TW Steel and Mr. Panda of living the carpe diem life — seeing your goal, reaching out and taking it right here, right now.

TW Steel said the collaboration with Mr. Panda was a fitting one and saw the two parties truly working together to come up with a collection that embodies the “Crunch Time” mentality that they are pushing for and watches that they could be proud of and confident with.

“[Crunch Time] is not so much what the person does but about the mindset. When I met Simeon I knew that even if he was not doing fitness he would still be successful doing other things because his mind is about reaching his full potential. He is always about doing his best and going for it. It is the same with TW Steel. We are never satisfied. We always look for the next thing to prove ourselves. And we connected immediately,” said Jordy Cobelens, CEO of TW Steel, at the media launch of the collection on May 23 at Kerry Sports at the Shangri-la at the Fort in Bonifacio Global City.

“The design process was really a partnership. Simeon had a lot of say in it and was very involved so that when he wears the watches he can feel that this is him in a watch,” added Mr. Cobelens.

It was a setup that suited Mr. Panda well, saying it was a privilege to be asked to collaborate with TW Steel.

“It was a privilege to be a partner with TW Steel for this collection. It’s a nod to what I am doing and I’m very thankful for that. And the collection is amazing,” said the noted fitness instructor and owner of the Just Fit and SP Aesthetics Sportswear, at the launch.

The collection, which is composed of the TW985, TW986, TS9, TS10, TS11, TS12 and TS13 models, boasts of the juggernaut 6S20 Chrono Movement from Miyota.

TW Steel’s The Crunch Time Collection timepieces are already available.

The cases are 48mm and crafted from rugged 316L, high-grade steel.

Every watch features a screwed crown, an ultra-durable sapphire coated crystal, and is waterproof up to a depth of 10ATM.

The seven unique designs are inspired by Mr. Panda’s personal fitness brand Just Lift, in clean and mean combinations of dark grey, black, and white.

Apart from the TS13, every model features a characteristic Panda or reverse Panda dial.

The straps come in black silicon with a selection of details such as the Just Lift logo.

The watches are limited to 1,000 pieces each and retail for P20,000, P27,000, and P30,000.

They are available at TW Steel Boutiques at Alabang Town Center, Century Mall, SM Clark, SM Makati, SM Megamall, and SM Seaside Cebu as well as Chronos Boutiques at Shangri-La Plaza and SM North Edsa.

For more information on The Crunch Time Collection, check out / @TWSteel. — Michael Angelo S. Murillo