Diesel are a brand known for their sleek, edgy design with fashion awareness but a big determination to not follow fashion slavishly. This season's Diesel watches exhibit classic Diesel design. Solid shapes and fantastic-looking watch faces that combine a sturdy feel with strong design looks. Colour is used to great affect with watches displaying elegant yet bold elements such as a yellow or pink flash across the centre of a watch face. Both analogue and digital watches are available through the Diesel range, as well as both Diesel mens watches and Diesel ladies watches.

Diesel began in 1978 when it was founded by Italian Renzo Rosso. Diesel has always remained an Italian company and has previously been heralded as Best Italian Company by the Bocconi Institute in Milan. Rosso himself is an award-winning entrepreneur, recognised for his skills in seeing the Diesel brand expand into the huge U.S. market. Diesel have celebrated their founder on his fortieth and fiftieth birthdays with the publication of books which have paid tribute to the Diesel brand's history and it’s achievements in design and creativity since beginning.

Avoiding market research, Renzo Rosso has become known for his preference to act on intuition and gut feeling when it comes to spotting trends and remaining on the cutting edge of fashion. Diesel chose this as the subject of one of their ad campaigns previously by parodying a company built on statistics rather than Rosso’s ability to spot and initiate independent design decisions. Rosso identifies Diesel as a lifestyle brand, representing a way of life, a set of values and a creative and unexpected approach to its customer base.

Originally Rosso focussed Diesel on producing high quality clothing, yet now the all-encompassing brand has several diverse strings to its bow. The company reaches far beyond fashion - clothes, watches and jewellery are only the beginning for Diesel. They also design helmets, furniture, lighting, and home textiles. Further still they have begun to produce and market their own wine from Rosso's vineyards, recently launched a Diesel hotel in Florida, and have designed special edition cars in partnership with Fiat. The common thread running throughout every arm of the Diesel empire is one of a strong design ethos that maintains the sleek Diesel edge. With their input on the Fiat 500 car, Diesel creativity is intergrated and exhibited throughout: there are denim seats, specially selected body colour options and startling yellow brake calipers. Moreover finishing touches of the Diesel logo appear on the car back and alloys, colourful stitching is sewn within the interior and jean pockets can be found on side of the seats. The 500 is the epitome of Diesel putting their design stamp on an everyday item.