The brand was born more than 20 years ago and is today an innovative international design company, manufacturing jeans and casual clothing as well as accessories. Its range of men’s and ladies watches carry over that strong brand identity, creating a bold and stylish array of wrist watches for those with a passion for fashion.

When Renzo Rosso founded the company in 1978, he wanted it to be a leader, a company which took chances and carved out a niche for itself in its field. He surrounded himself with creative, talented people - innovators who, like him, rejected the slavish trend-following typical of the fashion industry.

He gave his open-minded new designers broad stylistic freedom, hoping they could create a dynamic and imaginative line of clothing perfect for people who follow their own independent path in life. It is for this reason that the fashion house immediately became a leader in developing styles, fabrics, manufacturing methods and quality control, guaranteeing an outstanding quality product.

This unique and fresh spin has produced watches that combine a contemporary urban edge with an often offbeat look. The company has had many historical moments during its more than 30 years at the cutting edge of style. These have included its international expansion in 1991 and the opening of the first flagship store on New York City's Lexington Avenue in 1996 which stocked the full product range including Diesel Watches. Throughout their growth what has remained at the core is the ability to produce original and vital clothing and fashion accessories, not least the fashionable line of Diesel watches.