Doxa SUB grows UK retail channel with destination stockists


Classic diving watch brand Doxa SUB has opened up further retail channels in the UK by adding HS Johnson and CW Sellors/Jura Watches to its list of stockists, WatchPro can reveal.

The agreements build on the earlier agreement that BROAD Brand Agencies, which represents Doxa SUB in the UK, struck with Orologium in Harrogate as it seeks to grow the business.


Managing director, Ian Broad, said the two new stockists are evidence of the brand’s pulling power.

“These forward-thinking retailers immediately recognised the opportunity to tap into the massive UK fan base that exists for the brand and will certainly become ‘destination stockists’ for those seeking Doxa SUB watches,” he explained.

“It is worthy of note that we didn’t go looking for these retailers. When they heard that BROAD Brand Agencies was representing the brand they contacted us. When it’s that way round you know that the retailer is totally convinced and will be committed to making a success of it.”

Since it was announced at the start of the year that the Doxa SUB would be sold in the UK for the first time in its 50-year history, Broad insists the brand has created “quite a buzz”. He says retailers from the UK visiting Baselworld 2016 sought out Doxa more this year than ever previously.

“We strongly perceive that retailers are looking for brands that give them something special and exciting,” he said, “something of value with a rich heritage and back story that the customer can relate to, something that will hold its value for years to come, and something that is collectable. The Doxa SUB story certainly ticks those boxes.”

Developed in the early sixties with the diving expertise of the then Cousteau-owned US Divers company, the Doxa SUB was designed to be more durable, comfortable and affordable than those already on the market, notably the Rolex Submariner and Blancpain Fifty Fathoms.

The Orange-faced Doxa SUB was also immortalised by the best-selling novelist Clive Cussler as the watch worn by his intrepid hero Dirk Pitt. Every Doxa SUB is a limited edition and individually numbered.

Broad adds that the company is hoping to build on its UK retail base with further agreements in the coming months. “We’d be delight to hear from retailers who are interested in becoming stockists,” he said.

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