The police brand was born in 1980, created by the Italian sunglasses company, De Rigo. Many high-profile stars have endorsed the Police brand such as David Beckham, Angelina Jolie ans Antonio Banderas. Police sunglasses were definitely the must have product in the 1990's and in the USA, Bruce Willis lead an advertising campaign which saw huge growth in the Police sunglasses market. In 2003 Police watches were introduced and again the mixture of street design with a splash of sport thrown into the mix made the brand even more popular. Police Ladies watches were also a highly desirable product as many different designs incorporated trendy urban looks with classic cool ranges. Police also have fragrances in the product range with expansion plans to produce leather goods.