Police PEWGF0054403 Shield Chrono Mens Watch

The POLICE watch brand was founded in 1983 in Italian-speaking Switzerland, inspired by the vastness of America and the realisation of the American dream. Since then, POLICE has developed into a very successful brand offering a wide range of trendy products. The style of the POLICE watch and jewellery collection is wild, lively and in tune with the spirit of the times. Bold shapes and eye-catching designs can be found in all the pieces in the current range. Typical POLICE wearers are self-confident and urban watch lovers who know what they want and like to make a statement with their timepieces. The timepieces from the Italian brand with American flair are a mixture of sporty attitude to life and fashionable lifestyle. Women and men alike get their money's worth with Police and as a new collection has just arrived, we are presenting the new models here so that they can quickly find a new place on your wrist. Police watches are definitely something special and are characterised by a high recognition value. It is noticeable that every watch really does look different; the watches are often very similar and sometimes differ only slightly. However, Police attaches great importance to variety, and the current collection has once again succeeded in doing just that. Starting with motifs from the world of rockers, such as skulls, bull skulls and angel wings on the dial of the men's watch Elevation, through to futuristic interpretations of a ladies' watch, as is the case with the Sphere X. Another truly unique model with two dials is the Dominator, whose name is not coincidentally reminiscent of an American blockbuster from the 90s. Police watches really are for individualists who like to swim against the tide.

40 years for a success story that testifies to courage, determination and a spirit of adventure.  Police, the house brand of the De Rigo Group - a world leader in the design, production and distribution of prescription frames and sunglasses - has managed to evolve without ever abandoning its values, winning over several generations. The company's first brand was created in 1983 with the launch of an eyewear collection that was an immediate success. Riding the wave of public recognition, Police women's and men's fragrances were launched in 1997, the first of many collaborations that turned the brand into an established lifestyle brand, the only one to have embarked on the path of brand expansion: Watches since 2003, jewellery since 2005, small leather goods since 2011 and finally clothing. Characterised by a strong, constantly evolving identity, refined design and iconic style, Police has been interpreting the free and bold spirit of those who don't like to conform since its beginnings. Witness to a masculine universe in constant evolution, the brand today dilutes the style of the 1990s in a more contemporary version, where masculinity remains an almost ‘unexplored territory’ to be lived and recreated according to character and identity. Boldness and a spirit of discovery are now the key words for the policeman: a free and courageous individual who always wants to be himself and does not like homologation.

Code name: Police

Police has always stood for courage. In style, in quality, in innovation, in pioneering design, in the search for new paths and co-operations. The history of the brand shows that Police has always known how to reinvent itself as a ‘new icon of society’, introducing fascinating details and variations on the theme every season in all product areas, especially in eyewear. Numerous codes have accompanied the brand's image since its beginnings, above all the colour blue. A success since the 1990s, when Police introduced blue mirrored lenses for the first time. An unmistakable element that has subsequently been adopted by all of Police's accessory categories and reintroduced in the latest collections. In addition to the Gothic P and the skull, the unmistakable features of the Police style have always included the logo with the eagle, a symbol of freedom and boldness, which has been reinterpreted again and again over the years and also characterises the logo for the 40th anniversary.

With a presence in more than 100 countries thanks to an extensive distribution network covering all product categories, Police has its favoured market in Europe, with sales in Italy, France, Germany, Spain, the UK and Portugal. Outside the old continent, the most important markets for the brand are Asia - with Japan in the lead, followed by India, Korea, Indonesia and China - and the Middle East with the United Arab Emirates. Sales and business development in the USA is also new. In 2022, the Police lifestyle brand continued the growth started in 2021 thanks to the ongoing success of the various collections and the significant investments that support them. The year ended with a 22% increase in value compared to 2021, bringing the brand back to pre-pandemic business levels. Numerous advertising campaigns with Hollywood stars such as Bruce Willis, George Clooney and Antonio Banderas. A special connection with the world of cinema, which is reflected in numerous collaborations with action films such as ‘Batman v Superman: Dawn of Justice’, ‘Justice League’, ‘Men In Black: International’, ‘The Batman’ and finally ‘Bullet Train’ with a sensational Brad Pitt. Collaborations that have also led to highly appreciated capsule collections. The soul of Police also embraces the world of sport: from the partnership with the Mercedes-AMG Petronas Formula 1 team to the collaboration with David Beckham, Neymar Jr, Lewis Hamilton and George Russell, who lend their faces to interpret and express the values, style and world of the brand, sometimes even designing models for the collection.