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.

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

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.

When I was 5 years old, we had nothing in the village. One day, in front of my house, some soldiers in a big Cadillac started to do a picnic. I looked at them like they were coming from the moon. I remember they gave me a box of rice pudding - that, for me, was the American Dream.

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.