In 1978 Renzo Rosso started Diesel with the intention of creating the world’s most innovated denim. Amidst a worldwide oil crisis, during which diesel was considered to be an alternative fuel, Renzo liked the idea of his brand to be known as an alternative jeans brand, in contrast to the prevalent casual wear giants that had come before.
Diesel Watches was launched in the early 1990s, expanding the brand's product line beyond clothing and accessories. The watches reflect Diesel's rebellious and edgy style, incorporating industrial-inspired designs.
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