Doxa has been just about as famous for orange as Kia Ora fruit juice since it first used the colour on its SUB 300 dive watch launched in 1967.
Back then, orange was used to make the tool watch bright and legible underwater, but it has since become a hot style on land as well.
The flash of a Doxa became a familiar sight in the late 1960s, when Jacques Cousteau wore them while filming his Undersea World documentaries.
Doxa has since built on its tradition of bright and legible SUB 300 watches, releasing limited editions in orange, black and silver in 2015.
This year it is going further, with a range of SUB 300s in six colours: orange, silver, black, blue, yellow and turquoise.
Each comes with the choice of a rubber strap or steel bracelet, creating a range of 12 styles.
The 42.5 watches may look playful, but they are still rated water resistant to 300 metres and kept accurate by a COSC-certified ETA 2824-2 automatic chronometer movement.
They go on sale today for CHF 2,490.
A noble addition to the Collection. With almost a singular focus on the Mono-Case Design that launched the Brand in the 1960’s and had both the late Clive Cussler and his novels celebrating DOXA as well as Cousteau, they were the protagonist Marketing efforts of the Brand. I would suggest, rather then the generic strap, the ‘DOXA’ name be placed on the 12 O’Clock side going toward the Buckle as Brand Identifier, possibly ‘300’ on the 6 O’Clock side below the horns, otherwise, across a room, it becomes just another larger SS Watch. Good selling.