Diesel is ready to challenge conformity once again by partnering with global superstar DJ/producer and fashion and tech entrepreneur, Steve Aoki, as its watch ambassador into 2019. To kick off the collaboration, Steve will be the face of Diesel’s first transparency watch collection, available fall 2018.

Diesel is a guardian of the unconventional, trailblazing spirit, which aligns perfectly with the larger-than-life persona of Steve Aoki, widely known for his over-the-top music performances and an intense touring schedule. For over two decades, Aoki has been a disruptive force in music, fashion, tech, and lifestyle. Kicking off his career by providing a platform for rock bands and throwing parties in his living room, his enterprise has grown to include a thriving record label and event/lifestyle company, Dim Mak. Thanks to his relentless work ethic and creative attitude, Aoki is now celebrated as one of the most prominent DJ/producers in the world.

“Steve never stops! He’s always on the move in a very experimental way, which is something very close to the attitude of Diesel,” says Andrea Rosso, creative director of Diesel licenses. “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. We’re very happy to have him on board.”

For fall 2018, Diesel is reimagining the status quo and introducing the brand’s first bold collection of blue transparency watches. Drawn from the indigo dyeing of jeans, blue transparency is 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 Steve 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.”

Diesel’s 2018 watch campaigns featuring Steve Aoki were shot by famed French photographer and publisher Philippe Jarrigeon and were styled by Justin Lynn. The global multimillion-dollar campaign, supporting multiple watch categories, will debut throughout the year.

The new Diesel blue transparency watches will be available in select stores and at diesel.com/watches beginning August 2018.