Diesel DZ7370 men's watch, stainless steel / silicone strap

Diesel decodes the world around us, takes it apart and unlock what they thought they knew. Diesel sees differently and unite with those who see it too. Draw your own path. March in the streets with them. Especially the ones Diesel’s streets are on.

Diesel is an innovative international lifestyle company, producing a wide-ranging collection of jeans, clothing and accessories. Diesel founder Renzo Rosso began stitching jeans on a sewing machine at the age of fifteen. He used his mother’s sewing machine to produce low-riding, bell bottomed jeans, which he would wear himself and sell to his friends for 3500 lira a piece. He later attended an industrial textile manufacturing college in Padua In 1976 Rosso began working for a clothing manufacturer called Moltex. After working with the company for two years, he used a loan from his father to buy a 40% holding in the company, which changed its name to Diesel, and marketed jeans under the Diesel brand. Since its creation in 1978, Diesel has experienced extraordinary growth and has evolved from being a leading pioneer in denim into the world of premium casual wear, becoming a true alternative to the established luxury market. Diesel’s philosophy has remained the same as the day of its creation: Renzo Rosso had envisaged a brand that would stand for passion, individuality and self-expression. Diesel thrives on change: it produces no less than 3,000 new products every season and each one derives from a process of enormous creative freedom, ensuring constant innovation. Diesel is not just apparel and denim: it’s a lifestyle, which has been interpreted through licenses with leading companies to develop for example watches and jewellery (with Fossil), Diesel placed its made-in-Italy jeans and clothing in US stores. In 1992, Diesel became the title sponsor for the World Superbike racing circuit. In 1995, Diesel launched one of the first significant fashion retail websites, which housed images of each of its collections. The first Diesel jeans to be sold online were available in Finland and Sweden starting in 1997. It then opened a virtual store that allowed home delivery for further markets the following year. Rosso began purchasing additional fashion companies in 2002, under the parent company Only The Brave, which Diesel was brought under as well  

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