For most men, birthdays are irrelevant from the ages of 21 – 40. 21 is the start of everything awesome and 40 is the end. Everything in the middle is just a collection of stories you’ll tell your grandkids if you manage to live to the top of the hill. Renzo Rosso is a man that just so happened to live to the ripe old age of 55 (assuming he makes it to September). Normally this would get filed on the “shit we don’t care about” list, but Renzo Rosso is the man who founded Diesel. In case you haven’t noticed, we’re pretty big fans of their watches. The good folks at Diesel decided to give back by creating the matte black, canvas strap, limited edition This is My Time Watch to celebrate Rosso’s 55th birthday on 9/15. The watch is military grade, high-design so we don’t even care that it was designed for some old dude’s birthday; we want one.