Steve Aoki fronting new Diesel watch campaign


Steve Aoki has landed the role of watch ambassador for Diesel.

The electronic dance music (EDM) producer and DJ is known for his signature edgy style and long hair, which he shows off in the imagery for Diesel’s new transparency watch collection.

“I’m constantly looking for ways to create and collaborate on unique and one-of-a-kind material, musically and artistically, whether it be through different brand collaborations, through my lifestyle and fashion brand Dim Mak or expanding my art collection,” Aoki said in a statement. “My mind is always on overdrive, which allows me to develop my brand through various channels.

“(The watch design) was orchestrated with my influence in mind, the clashing features and futuristic design of Diesel watches very much aligns with my style and aesthetics, on and off the stage.”
Andrea Rosso, creative director of licenses for Diesel and son of founder Renzo Rosso, added that Aoki was the perfect fit for the fashion house.

“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,” Rosso said.

There are four watches in the blue transparency line, which have been inspired by the indigo dyeing of jeans and are all on sale now. Prices range from $140 to $240.

As well as his Dim Mak line, which became a part of the New York Fashion Week: Men’s schedule in 2017, Aoki has also previously teamed with sports brand Asics and co-owns streetwear brand Vision Street Wear.