DJ, music producer and fashion entrepreneur Steve Aoki is the new face of Diesel watches.
The first joint product is Diesel’s first transparency watch collection, available this fall.
Diesel says its “unconventional, trailblazing spirit” aligns perfectly with “the larger-than-life persona of Steve Aoki, widely known for his over-the-top music performances and intense touring schedule”.
For more than 20 years Aoki has been a disruptive force in music, fashion, tech and lifestyle. From kicking off his career by providing a platform for rock bands and throwing parties in his living room, his enterprise has grown to include Dim Mak, a thriving record label and event/lifestyle company.
“Steve never stops!,” says Andrea Rosso, creative director of Diesel licenses. “He’s always on the move in a very experimental way, which is something very close to the attitude of Diesel. His style and his sense of aesthetic perfectly match the design and the clashing features of this watch, together with its new futuristic approach based on transparency.”
This fall, Diesel will launch a bold collection of blue transparency watches. With colours drawn from the indigo dyeing of jeans, blue transparency seems like a natural design evolution for Diesel, a brand rooted in denim culture.
The new watch styles display vintage cream pops on dials, inspired by denim stitching. Transparent cases and straps that fade from blue to crystal clear complete the original design story.
“I like to challenge the construct of time. I have to manage, maximize and master my days, and that’s why I connect so well with Diesel watches,” says Aoki. “I am all about embracing passions and challenging convention, and that’s exactly what Diesel represents. I am thankful the brand is providing me with a platform to further express my personal style and globally represent the brand.”
The new Diesel 2018 watch campaigns featuring Steve Aoki were shot by French photographer and publisher Philippe Jarrigeon and styled by Justin Lynn. A multimillion-dollar global campaign supporting multiple watch categories, it will run throughout the year.
More about Steve
Steve Aoki is a two-time Grammy-nominated international producer and DJ, and the head of trendsetting record label, events/lifestyle company and apparel line Dim Mak. He is also known as an entertainer, designer, entrepreneur, and philanthropist. In 2012, he created The Aoki Foundation whose primary goal is supporting organisations in the brain science and research areas. Musically, Aoki is known for his genre-spanning collaborations ranging from BTS to Migos, Linkin Park, and Louis Tomlinson (One Direction).