1977: Maurice Marciano arrives in California.
First retail store opens in Century City, Calif. Others follow in Beverly Hills and New York.
1981: Bloomingdale’s, New York, agrees to buy 24 pairs of Guess jeans in December. They sell out quickly.
1982: Paul Marciano creates Guess Advertising and begins creating groundbreaking marketing imagery.
1983: Guess Men’s line makes its debut, and Guess Jeans now are available for both sexes.
1984: Guess moves beyond men’s and women’s jeans, launching Baby Guess and Guess Watches.
1985: First black-and-white advertisements shot by photographer Wayne Maser appear. Guess runs the ad campaign in European fashion magazines as a strategy to speed up approval for the sale of its products in Europe.
1986: Guess wins first Clio advertising award for “Desert” commercial.
1987: Guess wins second Clio for “Picture Show” commercial.
1988: Footwear and fragrance categories launch.
Guess wins a third Clio award for its commercial, “Paparazzi.”
Guess products become available in South Korea.
1989: Eyewear launches.
Claudia Schiffer attains supermodel
status after appearing in company campaigns.
Global expansion continues into Argentina, Canada and Mexico.
The Guess Collection line of tailored sportswear for women hits stores in fall.
1990: A record-breaking crowd attends Schiffer’s appearance at Macy’s Herald Square in New York.
The Metropolitan Museum of Art adds Guess image book, “Nashville,” to its permanent library collection.
1991: Guess Athletic is launched.
Guess opens a men’s megashop in Bloomingdale’s flagship.
The coffee-table book “A Decade
of Guess” hits shelves throughout Hong Kong, Malaysia, Singapore, Taiwan and Japan.
1992: Guess expands to the Philippines and Australia.
Anna Nicole Smith becomes a household name after appearing in a Guess advertising campaign.
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Handbags, innerwear, leather and Men’s Classics lines are launched.
Georges Marciano, who handled merchandising, leaves the company. The brothers buy his shares.
1993: Wild West-themed Guess Ranch store opens on Rodeo Drive in Beverly Hills.
Riot in Singapore erupts over appearance by Guess models Smith and Beiron Andersson.
The brand arrives in Brazil and Indonesia.
Belts, neckwear and men’s leather lines are launched.
1994: The Guess Foundation is established to further the company’s philanthropic efforts.
The first Guess Journal is published.
The complete line is showcased in one Bloomingdale’s storewide promotion.
Guess expands into Colombia, Italy and Japan.
Activewear, jewelry, swimwear and home collections launch.
After being discovered by Paul Marciano, Laetitia Casta begins her modeling career in a Guess campaign.
1995: The label first appears in Spain.
Another discovery, Valeria Mazza becomes an overnight success story after modeling for the brand.
1996: Guess wins seven Clio awards for the short film “Cheat.”
Store opens in Lebanon.
Guess becomes a publicly traded company, listed on the New York Stock Exchange under ticker symbol GES.
1997: Guess store opens in Guam.
Raj Manufacturing becomes the company’s official swimwear licensee.
1998: Guess opens stores in South Africa.
The company launches the Fundraising Scrip Program to benefit community schools.
1999: Guess.com goes live.
Recording artist and model Tyrese signs on as an exclusive spokesmodel.
A state-of-the-art distribution center opens in Louisville, Ky.
2000: The growing Guess family launches babyguess.com and guesskids.com and opens new Guess Kids stores.
Max Leather Group becomes official licensee for women’s belts.
Guess store opens in Nassau, Bahamas.
2001: Guess Canada license is acquired.
2002: Guess celebrates its 20th anniversary with the publication of the “Second Decade of Guess” oversize book.
Lingerie is available in U.S.
Guess Collection handbags and Guess Collection swimwear are launched.
The label opens its 200th store in the U.S.
2003: Guess wins four Mobius awards.
First M concept retail store opens in Atlanta.
A license is signed with Parlux Fragrances to create a new Guess scent.
2004: Guess Accessories and Marciano concept stores open in Los Angeles.
2005: Guess Accessories store concept expands internationally.
Women’s fragrance launches.
2006: Men’s fragrance launches.
Source: Guess Inc.