Tunisian fashion designer, Max Azria, creates contemporary apparel for men and women with dynamic styles. The name BCBG Maxazria was developed as an acronym from the French saying, “bon chic bon genre”, meaning “good style good attitude”. Although Azria began his fashion design career in Paris in 1970, he founded the brand in 1989 in California, combining Europe’s sophistication with the American spirit. The label is part of the hugely successful BCBG Max Azria Group, which has more than twenty brands to its name. Shop our BCBG Maxazria Watch Collection today.