Police began life in Europe created by the Italian sunglass company De Rigo in the 80’s when they noticed a niche in the market for designer sunglasses. The Police brand was designed to show the hip urban lifestyle which had become so fashionable in America.
The Police brand recognition would continue to grow through the 80’s and 90’s as sunglasses for the young generation who wanted to make a statement about there lifestyle.In the 90’s Police would secure the services of Bruce Willis to lead their advertising campaigns in the U.S and soon after the services of the most photographed man in sport David Beckham. This would see the Police brand reach new audiences and would create massive demand for the sunglasses and open the door for the introduction of the Police Watch Brand!
It wasn't until the 2000's that Police would diversify from their signature products into the world of watches, these Police watches were urban and funky something that was lacking in the watch world at this time. Police watches were directed at the men’s market this was unusual for a watch brand and this would be the niche that Police watches would excel in. Police watches now are firm favourites of watches buyers’ world wide with the likes P-Satatoga and X-Matrix being selected by men’s magazines.