Police Smartwatch PEIUN0000103 Freedom of Time Mens Watch

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.

The policy in figures

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.