DOXA dive watches surface at Watches of Switzerland


DOXA’s revival under CEO Jan Edöcs takes a leap forward today with news that its watches will be sold online and in stores at Watches of Switzerland in the UK and United States.

“This is an important step we are taking today,” Mr Edöcs says.


“The reach and strength of the Watches of Switzerland Group network will further strengthen the momentum DOXA’s development in the US and UK,” he adds.

The current lock down restriction in England mean the official kick-off will take place at Watches of Switzerland’s boutique in the fashionable SoHo neighbourhood of Manhattan and online at the retailer’s ecommerce site.

David Hurley, executive vice president for WoSG in the United States believes DOXA will be an important breakout brand this year.

“DOXA has built an impressive cult following amongst certain watch enthusiasts who are aware of its impressive contributions to the evolution of dive watches, Watches of Switzerland looks forward to growing this audience exponentially, and we are proud to provide a space where the DOXA brand can be experienced first-hand,” he says.

Brightly coloured SUB 300 dive watches were an instant hit when they were introduced in 2015.

DOXA is doubling-down on the strategy this year with an extension for the family into lightweight carbon-cased timepieces.

The DOXA SUB 300 Carbon COSC collection comes in six dial colours: turquoise, yellow, navy blue, grey, black, and orange.

There are matching or contrasting coloured rubber straps for each reference.

Its forged carbon case, housing a COSC-certified automatic movement, measures 42.50 x 45 x 13.4mm and is water resistant to 300 metres.

The collection goes on sale this month for £3,750.

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  1. Of all the niche Brands out there, DOXA has the greatest upside, given Heritage, Name, Value and adventure exposure through the late Clive Cussler’s novels and life. DOXA fooled around a little bit in the new millennia, but never got past the Aficionado-Diver and basically a Digital format. The Market is looking for something, fresh, new with color and talking points, all the best, the opportunity is there, the Market is there.


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