The new Police video set in New York stars on the big screen at the Motor Sport Arena

Police is to feature from 3 to 11 December 2011 at the 36^th edition of the Bologna Motorshow, one of the most important international fairs in the sector, hosting the highest number of visitors in Italy.

The new, magnetic Police video of the brand's 2012 Sun Collection, set in New York City, will star on the 84 sq.m LED screen set up at the Motor Sport Arena, one of the most appealing areas of the show for all loyal patrons, hosting numerous events, competitions and demonstrations.

Police, with its daring urban soul, perfectly reflects the spirit of the Motor Show, the key event for all four-wheel lovers, where every year one can be a part of a thrilling, adrenaline-pumping atmosphere.

AN URBAN RENEWAL

Police FW 2011 jewellery collection is a bold statement of urban style,
featuring pieces inspired by classic streetwear, Gothic, and rock ‘n' roll fashion icons.
Created with stainless steel and leather materials, the necklaces and bracelets are essential to a style leader's accessory collection for their eclectic, masculine qualities. Recognised for its attention to detail, the brand delivers with scalloped moulding, tread mark etchings, cross stitching, and metal engravings to present an accessory series fitted to every individual's style. Police FW 2011 collection - essential streetwear accessories for the modern man.

WOTAN.
Police embellished Wotan link bracelet embraces an array of urban themes that are prevalent in the seasons' styles. The eclectic piece features oversized charms depicting a cross, skull and spider, each framed by a moulded border and connected by pronounced oval links.
A ‘Police' tag attached to the clasp reinforces brand quality and style for both wearers and admirers.

PRIDE.
Distinguished and distinctly masculine, Police Pride model is a bold piece for style leaders. The simplistic chain necklace focuses on a polished steel lion's head, etched in dark moulding - an accessory fit for its strong, executive wearers.

RAGNAROK.
Police Ragnarok necklace, with its classically embellished cross offset by a sleek ebony backdrop, is the quintessential urban accessory. The piece centres around a Celtic-inspired cross elevated on a polished black foundation. The scene is framed by a thick stainless steel border, and carried on a strong chain-link necklace.

TANK.
Police Tank bracelet, a daring attention grabber, is a strong addition to a trendsetter's accessory collection. Eye-catching with an engraved stainless steel ‘Police' logo link punched on the cobalt blue casing, the Tank exudes strength. Reinforced by a thick chain link bracelet, the Tank is the urban accessory of the season.

DEVICE.
Police exhibits its keen attention to detail in its Device accessory. The brand's iconic ‘P' logo is moulded into a polished steel charm that encompasses an engraved tyre-tread mark design. Worn on a ball-chain necklace, this piece is for loyal Police wearers looking to make a statement.

SPIRIT.
The Gothic-inspired Spirit bracelet is for Police wearers with an edge. The piece is emboldened with a broad, black leather strap that sets the background for a series of steel skulls. The brand's expert handicraft is exhibited through the white stitching that frames the scene, finished with an engraved silver clasp.

Masculine, urban and bold.

Police’s latest timepiece collection stays true to the characteristics that define both the brand and its wearers. Recognised for its attention to detail, Police features fashion-forward embellishments such as embossed stitching, colour infusions and sharp, edgy patterns to create strong and eye-catching pieces. Reliable and utilitarian, Police’s focus remains on its time dials, whether this is a minimalist façade with a strong design base, or a pairing of several clocks that merge to create a single sleek look. Police uses the highest-grade materials to make its pieces diverse and durable, able to withstand the seasons without compromising style. Edgy and polished, this collection is looking to make a statement.

DOMINATOR .

Bold with its thick, black crocodile-textured leather strap, and an interface that displays double, asymmetrical dials, the Dominator is a piece to be worn by those looking to make a statement. The dials, which are embedded in an either steel or black foundation, exhibit two different
takes of the time, with the left-hand clock showing the literal time and the right-hand
displaying a more traditional dial with numerals at the 15-minute mark. The remarkable
attention to detail – such as the stitching on the leather binds that attach the weighty watch face to the straps, and the net fabric dotting the band – makes this timepiece a true eye-catcher. Available with a silver crown, sporting a hint of orange on the dial, or a black crown.

HYDRA

Solid, built for function and style, Police’s Hydra timepiece is a formidable attention grabber. Wearers have the choice of a textured,  utilitarian silicon strap in either stark white or black, connected to a frame which is in transparent or solid white or black plastic. The façade is emboldened with two dials, of which the right-hand displays numerals and markers and the left
hand with hour markers. This piece exhibits Police’s endless attention to detail.

HAMMER HEAD

 Police’s Hammerhead is a slick timepiece that exudes masculinity and power. The watch is
defined by its dark overtones, ranging from its deep, textured leather strap with slate stitching,
to its stamped interface. The piece’s three dials also distinguish the Hammerhead from other like-models. Two symmetrical dials are situated to the right and left of the interface, with a
larger, austere dial protruding above the others on a central platform.

 ANGEL

 Police’s Angel is a showcase of the brand’s cool and unique style presented in a contemporary
manner. Police crafted the piece using its signature bold steel link bracelet, embellished
with the brand’s iconic ‘P’ on either side of the dial’s interface. The wide façade is embellished with bevelled corners, which highlight the exaggerated numerals at each 15-minute mark. The piece is available in stainless steel versions: one with a black sunray adorned with a stamped pattern of numerals, and the other in a subdued silver, as well as in a gold plated version with a silver dial.

 RAPTOR

 Police’s Raptor timepiece is for rugged, athletic wearers who won’t compromise style for utility. The watch’s cool silicon strap offsets a black or silver dial crowded with three time gages and an ornate background. The intricate detail is complimented by the larger clock face, which showcases white and silver embellishments. Striking and sporty, this is truly one of Police’s most engrossing pieces.

 OCTANE

 Urban and confident, Octane is a genuine eye-catcher. The timepiece is a twist on a classic, with a bold stainless steel band that fluidly leads to a broad, defined face. The dial is embellished with a polished, stamped border that frames a ring of notched minute marks and numerals at 12 and 6 hours. Encircled is Police’s oversized branding, completing a silhouette
that exudes masculinity.

 VECTOR

 Police’s Vector timepiece is a bold statement maker. This watch is defined by its vibrant blue band and embellished interface with a stamped pattern. The blue etched watch hands resonate against the clock face’s more muted, steely façade, highlighting the piece’s elaborate details. The embossed and integrated leather strap links to a silver buckle, etched with Police’s iconic branding. This model also comes in executions with silver and black dials with integrated
leather strap.

Police, the world-famous brand, in recent years has established itself as a "lifestyle brand" by signing its name to a wide selection of fashion accessories: glasses, perfumes, leather goods, watches, and costume jewellery, alike. Police ideally projects a strong and cool image that is ahead of its time compared to the most popular trends among the young. Police perfectly reflects these trends through its concepts, designs, and graphics.

TO BE was developed with this vision in mind a new perfume with a strong impact addressed to the Police-Man: young , who seeks a uniqueness along with a strong brand that best characterises him.

The idea of creating TO BE was generated from a thorough analysis of the latest market trends.

The skull, traditionally associated with darkness and mystery, is a symbol that has generated many legends and has come to embody power; due to the work of designers, painters, and sculptors (who have chosen it as their emblem) it has assumed different characteristics and is now a fashion icon.

TO BE, in all its features, is the result of extensive design studies, which produced a perfume that of its kind is unique. The bottle, rich in details, perfectly represents the skull shape; the packaging, due to its textual play of light and shadow, reinterprets the skull into a cool and extremely recognisable symbol.

TO BE has become more than simply a perfume it is a seductive object, one to showcase.

Equally significant was the choice of fragrance, the all-important element that makes this perfume different. TO BE essence is unequalled in expressing masculine strength and the contrasts of life. Its virile elegance of black pepper is softened by the fruity notes of grapefruit and the freshness of violet leaves. The heart is grounded in a luminous accord of apple-tree flowers, which then bursts into a cosy base of cedar-wood, patchouli, and white amber.

TO BE is a highly attractive magnetic elixir that is magically alluring.

COMUNICAZIONE

The Visual has been created by Andrzej Dragan, a master in the art of post-production and one of the greatest contemporary photographers. Dragan has managed to give an insightful interpretation of the concept, TO BE. He created a unique image: the intense expression of the model's face, the contrasts, lights, and shadows, and a certain touch of eccentricity.

A strong and evocative picture that suggests a modern Hamlet, a today-rebel, determine and unique. A face, an emotion, a feeling, expressed through a look. The Visual is perfectly in line with the Police values: metropolitan, non-conformist, easily recognisable, strong and striking.

Collection Optique 2011

Toujours en adéquation avec son image métropolitaine, POLICE présente pour sa Collection Optique des modèles au style vintage ou contemporain, réalisés à partir d'acétates sophistiqués et travaillés d'une barrette en métal le long de ses branches.

A nouveau présentes dans la collection, les montures en polymère high-tech NXT® se déclinent  dans une vaste gamme de couleurs vives et dégradées. L'intérieur des montures en plastique ou des bi-matières (métal-plastique), présente de nouvelles nuances comme le bordeaux, l' havane strié, le noir... Les montures les plus tendances de la collection sont habillées de métal et d'acétate et leurs branches au design élaboré arborent discrètement  le "P" gothique.

V1697 7MA

Monture au style vintage en acétate avec fine barrette en métal sur la face.

Disponible en noir et havane et dans des nuances plus sophistiquées comme  rouge/rouge effet strié, blanc/bleu, havane et ocre/beige.

V8617 K05

Monture à la forme carrée en polymère high-tech NxtÒ. Les branches sont caractérisées par deux lignes horizontales ajourées.

Disponible en gris anthracite et marron, rouge et bleu dégradé, et gris clair.

V8610 SBY

Monture à la face en métal carrée et branche rehaussée du "P" gothique apposé sur une plaquette avec des ornements en métal.

Disponible en noir, canon de fusil, marron, rouge et bleu.

V1699 700

Monture en acétate aux branches habillées d'une barette en métal.

Disponible en noir & marron.

V1698 722

Monture rappelant les années 80 en acétate et métal.

Disponible en noir & havane et en différentes associations de tons.

Tough as nails

There are accessories, and then there are statement pieces. POLICE gives you both with a collection that combines unique designs with impressive detailing and a hard-edged attitude with an individual spirit. Metal, leather, texture, sheen, embossing, engraving and artistry are all components of this season's collection. Choose the piece that fits your style, and enjoy the ride this summer.

Immortal

Made for life

The dark side, the urban landscape, the nighttime thrill; POLICE encapsulates it all in Immortal, a dog tag-inspired necklace that takes no prisoners. Instead, Immortal celebrates the frailty of life with a strong, impenetrable stainless steel look. The chain hangs low on the chest, while the tag itself is a shiny version of powerful style. On the tag is its one-of-a-kind feature, a stainless steel skull, bearing its teeth and wearing POLICE sunglasses. Let no one mess with you; you're immortal.

Seraph

The religion of one

When nothing but a united front will do, POLICE stands behind you in full force, championing individuality and a younique way of living. Seraph may take its cue from the cross, but it is much more than this - it is a statement about the POLICE lifestyle, embodied in this piece. The gothic inspiration can be seen in the pointed ends and curvature detailing, as well as the center engraving in stainless steel and black. With a logo on the front, there is no mistaking who you belong to: you.

Storm

The eye of the storm

There is something about understatements and simplicity, angles and clean lines that celebrate austerity and its value as a design principle. Storm is a dog tag that does just that, taking its inspiration from a mysterious, stylish take on life and the principles of the POLICE lifestyle. Hanging from a stainless steel chain, the dog tag takes on multiple distinctive looks  in assorted colors . Each color is executed in a triangular, textured pattern covering one side of the dog tag encased in a stainless steel frame , with the POLICE ‘P' in its aeronautical formation, placed at the bottom of the tag.

Thrust

Seeing is believing

For a look that says you are one in a million, take the mystery of symbols and the bold statement of stainless steel and enjoy Thrust, a bracelet that makes a difference. The geometrically inspired stainless steel links fall perfectly from one to the other in a flat yet articulated chain, punctuated by several squares embossed with POLICE symbols: a spider representing the mystery and strategy of the individual, a cross representing the gothic history of the POLICE lifestyle brand, and the gothic POLICE ‘P' to showcase the style of the day.

Vegas

Try your luck

Win big and come back with the story to prove it with Vegas, a bracelet that celebrates living life on the edge. Sturdy, black leather bands are woven together to form the bracelet come together at metallic, textured and magnetic ends. These connect at a slot machine style execution of POLICE gothic ‘P' letters on individual gunmetal black beads. Don't question whether you should take another turn at the gambling machine. Just do it and try your luck.

PROCCED WITH CAUTION.

This season, POLICE takes its cue from clean lines, inspired designs and the individual, unique edge for which the brand is known. The POLICE lifestyle is one that asks no questions and requires no justification, and with the newest featured watches, your accessories will tell the world exactly what you think, without saying a word. Stand proud and strong with the POLICE philosophy behind you.

CYBER.

The Bright lights of the city.

Bold, strong and always the best-looking one in the room - it's the POLICE devotee and the accessories he chooses. Cyber takes its cue from the digital age, with clean lines, a smooth appearance and a streamlined, digital watch face in black. The stainless steel case highlights the white or yellow leather versions, or for a darker effect, the all-black watch as mysterious as the night.

SOVEREIGN.

The white Knight.

Doing the right thing sometimes means doing the best thing for you - maintaining that individual edge that distinguished  you from the crowd. Sovereign is about staying true to yourself, with the detailing, the embossing and the stitching that only those who appreciate the best in life. Treat yourself to white leather, stainless steel, embossed numbers, a date keeper, a slanted inner case featuring second markers, and a POLICE "P" at the 12 o'clock hour. Sovereign is about the one, the only , you.

TOPGEAR-X.

In high gear.

For those who put the pedal to the metal in every aspect of their lives, Topgear-X takes the popular watch one step further. The watch strap is made from the toughest rubber, like peeling out of the drive. The texture of the center strip and the lining of metal bring the thrill of a car race to this unique timepiece. The watch face itself - in white or black - features angular detailing in numerals at 3, 6 and 9 incorporating a skeleton effect on the outer edge of the face and with the distinctive POLICE "P" at 12 o'clock. The three-hand dial keep the time with precision, and the design and execution will keep you stylish as ever.