About the Brand:
Diesel
Watches
Diesel was founded by Renzo Rossi in Molvena, Italy in
1978. In 1988, Rossi interviewed Wilbert Das, an unknown Dutch designer who had
very recently graduated from design school. Recognizing his talent, Rossi hired
Das on the spot, and put him to work that very day. In a very short time, the
extremely talented Das became the chief designer at Diesel.
The new designer’s success was nearly immediate.Diesel’s
most prominent product was (and is) in denim, but the brand was extended to
other clothing and accessories. All targeted a young market, maximizing the
effectiveness of Das’ ability to create edgy design with a wide appeal.
Diesel Timeframes, their extensive line of wristwatches,
has been extremely successful. Their early success lay in their DNA – Wilbert
Das oversaw design of all of the brand’s output, including their watches. Das
left diesel in 2009, but design by his successors have been equally well
received. Diesel Timeframes brings the company more than 1 billion dollars in
annual sales.
This volume means Diesel watches are available at a very
attractive price point, especially for an Italian design house. Diesel has
created a relationship with Fossil. In addition to their own wristwatches,
Fossil is responsible for manufacturing products for a number of top designers.
The Diesel Timeframes collection is quite wide, with Men’s
and Women’s designs available. Prices are made even more reasonable through the
use of quality Japanese Quartz movements. In regard to the company’s very
powerful advertising campaigns, Phil Knight, the founder of Nike, has been
quoted as saying that advertising can be divided into two ages, before Diesel,
and after.
