Diesel is so hot right now it’s a wonder Julia Fox’s probably-cavernous walk-in closet hasn’t caught fire yet. The brand has taken the world by storm thanks to its penchant for miscellaneous inflatables, devilishly daring denim, and those viral invitations — you’d have to truly live under the densest of rocks to escape Dieselmania, but why would you want to anyway? Trust us, you’ll want to board the Diesel train — especially when the brand’s latest offering comes in the form of a bold new collection of watches and jewelry.
Celebrity endorsements and viral TikTok moments are all well and good, but at the end of the day, the brand’s rapid rejuvenation is down to its fascinating ability to make fashion fun. It doesn’t hurt either that creative director Glenn Martens also broke one of the fashion industry’s strictest unwritten rules by making over 3,000 tickets for the brand’s Spring/Summer 2023 show available to the general public. Milan’s Allianz Cloud venue was transformed into a fashion arena of Hunger Games-proportions — except instead of a depressing YA dystopia, the show served delicious and optimistic denim-clad escapism.
So we know Diesel loves a bit of drama, and no good drama is complete without a Cliffhanger, right? Here, the Cliffhanger manifests in watch form, and comes loaded with all the spectacle, energy, and urgency expected of its literary namesake. Squared-off and commanding, the Cliffhanger comes in vintage and modern colorways, with either a stainless steel bracelet or a leather strap. Alternatively, you could opt for the new limited edition chrome design featuring mirrored glass detailing, available for $190, to shine like the star that you are (or something equally inspiring). Breaking with watchmaking tradition, the Cliffhanger features a vertical dual-level drop-off on the dial at three, magnifying a 25-minute window to ensure you arrive just late enough to be considered fashionable, building anticipation without ever veering into social pariah territory.
If you’re more in the mood for cliff diving than cliff-hanging, Diesel’s new Spiked watch is the one for you. With a domed edge-to-edge crystal fastened with six commanding screws, the watch features an imposing 49-milimeter case and is available in four eye-catching colorways. It’s available from $250, with the fully stainless steel versions clocking in at $270. And the good news doesn’t end there! Diesel is launching a new jewelry line featuring its revised red “Biscotto” logo, to feed your insatiable fall logomania craving. Take your pick between the stainless steel or leather bracelets, or the stainless steel ring, necklace, or earrings, and satisfy your biscotto cravings without getting crumbs all over your outfit.
To celebrate the launch of its new accessories, Diesel invited nine influencers and TikTok stars from Germany, France, and Switzerland to dive deep into the Dieselverse. The journey began in the brand’s flagship Berlin store, on the city’s famed Kurfürstendamm, and ended with a bang at the Spring/Summer 2023 show in Milan. Nic Kaufmann, Willi Whey, Levin Hotho, Seb La Frite, Leo Rabineau, Alex Goya, Julien Geloen, Kris Grippo, and Tobi You were accompanied by photographers André Josselin and Björn Baasner to produce arresting films and images that illustrated Diesel’s bold new visual identity and brand values, revolving around Glenn Martens’ slogan “For Successful Living”.
Diesel watches and jewelry are available in stores and online now