View Slideshow

NEW YORK — Diesel is revving up for a new category. The Italian premium denim house is unveiling its jewelry collection at this week’s Baselworld Watch & Jewellery show in Basel, Switzerland.

The collection is being produced under a license with Richardson, Tex.-based Fossil Inc., which has worked on Diesel timepieces since 1999. It represents the first real foray into the category after a capsule collection of pieces made two years ago in collaboration with Zancan and Pianegonda that was distributed exclusively at the company’s brand stores.

“Jewelry is the final frontier,” said Renzo Rosso, founder and president of Diesel. “It’s the last stone left unturned.”

The 53-piece women’s and men’s collection comprises six different groupings, such as Denim Charms, which is based on the hardware in Diesel jeans and features bracelets of signature rivets, among other items; Ransom, which works in multicolored pendants bearing typographical letters that are jumbled to conjure the feeling of wearing a ransom note, and Only the Brave, pieces that have Diesel’s iconic Mohican Indian head worked into them.

The collection is designed primarily in sterling silver and also includes leather detailing, mother-of-pearl, turquoise, abalone and coral. It will retail from $35 to $350 in Diesel’s more than 180 brand stores, as well as selected multibrand and jewelry retailers around the world beginning this fall.

“We believe we have created a product that can jump-start the category by offering something that isn’t overly classical, staid or bourgeois, and is as brazen and modern as the other elements of the Diesel brand,” said Rosso. “The jewelry is a perfect complement to the Diesel lifestyle.”

Rosso wouldn’t comment on anticipated sales for the category. Diesel’s other accessories categories, in addition to jewelry and watches, include handbags, footwear and sunglasses made under license with Safilo Group.

This story first appeared in the March 27, 2006 issue of WWD. Subscribe Today.

load comments
blog comments powered by Disqus