POLICE

POLICE is an Italian fashion-accessories brand created in 1983 by the De Rigo brothers. It was launched as the first brand of Charme Lunettes, a company that initially concentrated on manufacturing sunglasses for third-party customers. The brand therefore originated in eyewear rather than in apparel or sportswear, and its identity has remained closely associated with sunglasses and an urban fashion-accessories proposition. Over time, POLICE broadened its offer beyond eyewear. In 1997 it introduced its first perfume range, marking its entry into personal fragrance. In 2003 the brand added its first watch collection, extending its accessories portfolio into timepieces. Its first apparel collection followed in 2013. These additions positioned POLICE as a wider lifestyle and fashion brand while retaining eyewear as its foundational category. The brand has used celebrity-centered marketing to build visibility and communicate a fashion-oriented image. Publicly associated advertising faces have included Tamer Hosny, Paolo Maldini, Bruce Willis, George Clooney, David Beckham, Neymar, Ji Chang-wook, and Antonio Banderas. The range of ambassadors spans entertainment, football, and international celebrity culture, reflecting an approach based on recognizable personalities rather than a narrowly technical eyewear identity. POLICE has also developed a connection with Formula One through its partnership with the Mercedes-AMG Petronas Formula One Team, for which it has served as a partner and team supplier. This association links the brand with a high-profile international sporting property and complements its use of sports and entertainment figures in marketing. The brand is described as a business unit within the De Rigo group of brands and companies. Available reference material does not establish a separate publicly traded corporate structure, a standalone headquarters, current management roster, detailed market-by-market distribution, or current sales and financial performance. Its documented business scope consists of sunglasses and other fashion accessories, fragrances, watches, and apparel. The available sources identify POLICE as an active Italian brand, but provide limited detail about its current product assortment, retail footprint, ownership arrangements beyond the De Rigo group, and recent strategic developments.

POLICE was launched in 1983 by the De Rigo brothers as the first brand of Charme Lunettes. The founding company initially specialized in producing sunglasses for third-party clients, giving POLICE a manufacturing and category foundation in eyewear. Rather than beginning as a general apparel label, the brand developed from the specialist sunglasses business and established its identity in fashion-oriented optical accessories. The brand subsequently pursued category expansion. In 1997, POLICE launched its first perfume range, its first documented move into a product area outside eyewear. The addition of fragrance allowed the name to function as a broader personal-style label rather than only as an eyewear marque. In 2003, POLICE introduced its first watch collection, adding another visible accessory category. A first apparel collection was launched in 2013, completing a further step toward a lifestyle proposition that included clothing alongside accessories and fragrance. Marketing has been an important part of the brand's public profile. POLICE has been advertised by celebrities from several fields, including footballers Paolo Maldini and Neymar, actors Bruce Willis, George Clooney, Ji Chang-wook, and Antonio Banderas, singer Tamer Hosny, and football personality David Beckham. These associations have presented the brand through internationally recognizable personalities and connected its accessories with entertainment, fashion, and sport. POLICE also became a partner and team supplier of the Mercedes-AMG Petronas Formula One Team. The Formula One relationship provides a sporting platform for the brand and complements its earlier use of prominent athletes in promotional activity. It also places the brand within a high-visibility international sponsorship environment, although the available reference material does not specify the partnership's start date, commercial terms, product categories supplied, or current status. Today, POLICE is described as a business unit within the De Rigo group of brands and companies. Its documented range includes sunglasses, fragrance, watches, and apparel, with eyewear remaining the clearest foundation of the brand's history. Public reference material is limited regarding current executives, headquarters, geographic market coverage, retail channels, revenue, and detailed product generations. Consequently, the brand's historical development is clearer than its current corporate and commercial operating details.

1. 2013First apparel collection

   POLICE launched its first apparel collection, widening its lifestyle and fashion offer.

   Source
2. 2003First watch collection

   The brand expanded into watches with its first watch collection.

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3. 1997First perfume range

   POLICE entered fragrance with its first perfume range.

   Source
4. 1983POLICE is launched

   The De Rigo brothers launched POLICE as the first brand of Charme Lunettes, a company initially focused on manufacturing sunglasses for third parties.

   Source

An Italian fashion-accessories and lifestyle brand built around sunglasses, with extensions into fragrance, watches, apparel, and celebrity-led cultural and sports marketing.

• POLICE eyewearEyewear1983

  Eyewear is POLICE's foundational and most clearly documented product area. The brand originated within a company specializing in sunglasses manufacturing and has remained associated with fashion-oriented sunglasses and related optical accessories. Available material does not provide detailed information about specific collections, technical specifications, prescription ranges, or current retail distribution.

• POLICE fragrancesFragrance1997

  POLICE entered the fragrance category with its first perfume range in 1997. The move extended the brand's name into personal-care and lifestyle products beyond eyewear. The available reference does not identify individual perfumes, formulation partners, launch campaigns, or the current size of the fragrance line.

• POLICE watchesWatches2003

  The first POLICE watch collection was introduced in 2003. Watches became another fashion-accessories category within the brand's broader lifestyle positioning. No reliable source material supplied for this entry specifies the collection's mechanisms, design families, manufacturing arrangements, or current models.

• POLICE apparelApparel2013

  POLICE launched its first apparel collection in 2013. Apparel represents the brand's expansion from accessories into clothing and supports its presentation as a wider fashion label. The available references do not describe the collection's garments, seasons, markets, or present availability in detail.

• Celebrity ambassador advertising

  POLICE has promoted the brand through advertising involving celebrities from entertainment, football, and sport, including Tamer Hosny, Paolo Maldini, Bruce Willis, George Clooney, David Beckham, Neymar, Ji Chang-wook, and Antonio Banderas.

  Source
• Mercedes-AMG Petronas Formula One Team partnership

  POLICE has been a partner and team supplier of the Mercedes-AMG Petronas Formula One Team, linking the brand to international motorsport and team-related product supply.

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• 2013Enter apparelProduct launch

  POLICE had expanded from its original eyewear base into fragrance and watches.

  What changed. The company launched its first apparel collection.

  Aftermath. The move further developed POLICE as a broader fashion and lifestyle brand.

  Source
• 2003Add watches to the portfolioProduct launch

  Following its move into fragrance, POLICE continued extending its product range beyond eyewear.

  What changed. The brand launched its first watch collection.

  Aftermath. Watches became a further fashion-accessories category for POLICE.

  Source
• 1997Enter the fragrance categoryProduct launch

  POLICE had been established through an eyewear-focused business and sought to broaden its fashion-accessories scope.

  What changed. The brand launched its first perfume range.

  Aftermath. The launch established fragrance as an additional category in the documented POLICE portfolio.

  Source

• 2013POLICE launches its first apparel collection

  POLICE entered apparel with its first clothing collection, broadening its lifestyle-brand scope.

  Product launch
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• 2003POLICE introduces its first watch collection

  The brand launched its first watch collection, adding timepieces to its fashion-accessories portfolio.

  Product launch
  Source
• 1997POLICE expands beyond eyewear with its first perfume range

  POLICE introduced its first perfume range, extending the brand from eyewear into fragrance.

  Product launch
  Source

1. Police (brand)