Diesel’s story goes back to 1978 when the company was founded by Renzo Rosso in Italy. At this point, Diesel watches had not come into existence, and the company instead focused on clothing.
At first, Diesel remained a fairly small and unknown brand, at least on a global scale. It is hard to imagine that seeing as now it is one of the biggest fashion brands in the world, but for over a decade this was how it remained. In fact, the Diesel brand only began to start to get international recognition in the early 1990s.
The company’s international marketing strategy was formed in 1991, and you could say that this was the year that things really started to change for the company and it began to build a reputation whereby Diesel watches are now known all around the world.
Five years later, Diesel opened its first premium store in New York on Lexington Avenue. At the same time, Diesel was beginning to see some much larger sales in America, and the company brand was really starting to take off across the world.
Focus on Youthful Image
Diesel has always focused on targeting its products towards a younger, trendier audience. This is also true of Diesel watches, which accompany the clothing line and are sold as lifestyle products.
One of the main figures responsible for this successful strategy is Wilbert Das who joined the company in 1988. He overseas all creative decisions, including its licensed collections consisting of jewellery and Diesel watches.
Continuing to Innovate
Diesel has proved itself to be an innovative and stylish brand, and Diesel watches are now popular all around the world for their style and quality. After proving itself over two decades to be a genuine innovator, we can expect the company to go on creating ever-more exciting watch models and other apparel for many years to come.