Diesel watches are for the bold, rebellious and never shy. Diesel is a brand that doesn't follow trends, it makes them. With a range of men's and ladies' watches, each product gives you a distinctive look and unique voice.
Breaking the rules
Diesel watches reflect the confident, assertive nature of the brand. Large, loud and never afraid of colour, they don't follow the "rules" of casual watch design, preferring to blaze new ground whenever possible.
Diesel watches DNA
Diesel has long been a leading pioneer in denim and casual fashion, known for moving outside and ahead of trends in its industry. While retaining always its DNA, in recent years Diesel has evolved into the world of premium casual wear, becoming a true alternative to the established luxury market.
Diesel is a truly worldwide organization. From its headquarters in Breganze (Vicenza), it directly manages 20 subsidiaries across Europe, Asia and the Americas. It is present in more than 80 countries with 5,000 points of sale, including more than 400 company owned stores.
Diesel brand philosophy
Despite Diesel's extraordinary growth, its philosophy is the same as when Renzo Rosso created it in 1978: he envisaged a brand that would stand for passion, individuality and self-expression. Today, Diesel continues to blaze its own trail. The "Diesel Planet" has a population of 6,000 uniquely different people specialized in thinking out of the box. Diesel thrives on change: it produces no less than 3,000 new products each season and each one derives from a process of enormous creative freedom, thus ensuring constant innovation.
A history of Diesel design
Renzo Rosso created the Diesel brand in 1978, choosing the name because it is easy to understand, pronounced the same way around the world, and has a rugged feel about it; at that time, Diesel was also considered an "alternative energy" so it was representative of an alternative taste in casual wear. In 1985 Renzo Rosso acquired sole control of Diesel and surrounded himself with an international team of talented designers and staff. Diesel launched its first 'For Successful Living' advertising campaign in 1991, instantly establishing a reputation for innovative marketing. The brand's first flagship stores, in New York, Rome and London, opened in 1996. In 2000 Diesel acquired Staff International, an Italian manufacturer and distributor of international designer labels. Two years later Renzo Rosso became a majority shareholder of Maison Martin Margiela. In 2008, Viktor&Rolf was added to the Group.