Based in Molvena in northern Italy, Diesel was originally created in 1978 to create innovative clothing designs for young people, particularly jeans. Founder Renzo Rosso wanted the company to take chances and he surrounded himself with creative, talented people who, like himself, rejected the slavish trend following typical of the fashion industry. Today, the company views the world as a single, border-less macro-culture, and the Diesel staff reflects this: a cosmopolitan team that creates an unpredictable, dynamic vitality and energy within the company.

Over the years, Diesel has expanded into bags, eyewear, fragrances, jewelry and watches–which it refers to as Time Frames. These timepieces feature highlight bold, durable designs and a dynamic fashion aesthetic that plays with retro stylings from the 1970s and 1980s (including digital watches from that era) to outlandish futuristic designs that are emblematic of the youth of now. Diesel also likes to add a modern twist to classic conventions of timepiece design with wide leather watchbands, oversized numeric displays, and mixing a cacophony of subdials and digital displays on the same face.