When Renzo Rosso started the Diesel brand, he wanted the label to be one that relied purely on its own inspiration and not one that followed trends; more so, he wanted Diesel to be a fashion leader and thus took chances which allowed the brand to sit within its own niche in the fashion market. He chose a team that were creative and highly skilled in fashion design and like himself, wanted to build a brand that refused to follow other trends and instead, create them. Rosso allowed his team the freedom to design what they wanted without the use of a strict brief with the objective of creating a line of clothing that was geared towards individuals who are confident in their own unique style and like to express their personality and character in the way that they dress.

This incredibly independent way of working led to Diesel becoming a leader in the fashion industry at a rapid rate after its initial launch. Using unique choices and combinations of materials, styles and manufacturing methods and ensuring that only the highest quality control was achieved, Diesel products stood out from the crowd as being rather outstanding and innovative from a quality and fashion perspective. The fact that the company employs staff from all around the world also helps to create a more dynamic and diverse style that defies seasonal trends and is based more on personal inspiration, possessing a distinctive global energy for fashion that provides Diesel with its consistency. This unique way of working has led to Diesel being featured in numerous style magazines and television programmes, and the way in which the company functions is even used as a case study to inspire international businesses, consulting organisations, universities and business schools.

Diesel is also renowned for the use of ultra cool advertising campaigns that demonstrate creativity and humour and are sometimes even a little risqué. When launched, the ads quickly capture the attention of fashion professionals and the public which has only helped to raise the brand’s overall profile.

Rosso’s creativity is highly evident in the Diesel collections and the style is very much of an urban and casual vibe that anyone can wear and look great in, but also retains a unique quality and edge which separates it from other brands that target the same consumer. Diesel jeans have become an iconic fashion staple and literally last for years and years and still continue to look great. The goal of Diesel was ultimately to become a brand that creates fashion as opposed to following it and therefore the pieces are worthwhile investments and perfectly transcend through seasonal trends.

Diesel watches are a prominent part of the Diesel accessories collection and uniquely combine contemporary and vintage styling with some designs also boasting futuristic appeal. With a quirky, kooky and eclectic edge, Diesel watches are undoubtedly one of the most exciting and cool accessories in the industry.

With designs for men and women, Diesel watches incorporate elements such as striking colour and innovative shapes with a bold dial usually being the focal point of each watch. Both digital and analogue dials are featured (sometimes with both included in one dial!) and if colour is used in a vibrant manner, the rest of the watch design remains sleek and minimal to draw the focus upon the tone of the design. Leather straps are often used for a smart finish and other strap options include stainless steel in silver or gold plated and rubber for an ultra durable and sport inspired finish. From elegant and glamorous to retro chic and casual yet statement, there is a Diesel watch to suit every style preference. The collection of Diesel watches perfectly inject that element of unique Diesel personality and demonstrate an overstated yet wearable appeal that is highly innovative and visually striking.

Rosso’s main objective when launching Diesel was to create a brand that provided people with something alternative than what was ‘in fashion’ but that can also be mixed and matched with other pieces regardless of how trendy or quirky your style tends to be. Diesel is a highly respected brand with each piece a worthwhile investment, and the simple addition of a Diesel watch will instantly lift your look and show that you are working some serious style!