The Diesel team has incredible passion. We work for ourselves and design for ourselves. When I see a new watch in our collection, I go crazy. I want one of everything.

The real product at Diesel is satisfaction. My satisfaction at Diesel is being a pioneer.

We inside Diesel are the first consumers of our advertising. We make ad campaigns for our own amusement - that's why they succeed.

Diesel pioneered the idea of luxury denim, and we still drive this market. But it encompasses more: the consumers love the brand, the lifestyle, the mentality of Diesel.

I want to take time for myself, because all my life is ta-ta-ta-ta. So I don't want nothing special, just to breathe. I'd like to work maybe a half day and then take my bicycle and go by the riverside.

In 20 years I want to look back and see a collection of crazy characters that I made - a menagerie.