Doxa, a brand with a storied past, has been revived for a new generation of watch enthusiasts. Bringing back iconic designs that once captivated watch lovers, the brand’s modern collection embraces bold aesthetics and vibrant dials, and once again offers a commitment to Swiss precision.
In 1889, Georges Ducommun founded Doxa in the heart of Swiss watchmaking, the town of Loe Locle. Driven by a passion for precision watches, Ducommun aimed to create high-quality timepieces at attainable prices. The brand’s name, Doxa (meaning “glory” in Greek), foreshadowed its future trajectory. Over time, Doxa watches gained recognition for their exceptional workmanship and affordability, evolving into the glorious timepieces they are known for today.
The 1980s witnessed a seismic shift in the Swiss watch industry known as the “quartz crisis” that impacted even established watch companies like Doxa. Despite these hurdles, the brand sprit remained strong. In 1997, Doxa embarked on a remarkable journey of revival. Its mission? To reimagine their classic models for the modern era, ensuring their legacy continued to inspire.
DOXA HIGHLIGHTS
Embracing diving early on
Doxa’s story takes a bold turn in the early 20th century as they become diving watch pioneers. The brand revolutionised the field by introducing the first commercially available diver’s watch with a helium release valve – a critical innovation that allowed professional divers to safely expel helium gas build-up during decompression. Fast forward to the 1970s, and Doxa’s SUB watch achieved iconic status among diving enthusiasts worldwide. Modern interactions of the classic SUB models are now available at Time+Tide.
Ready for duty!
Doxa also had its share of military history, as reflected by the current Doxa Army collection. Reissued from a classic 1960s model, the collection offers a choice between a timeless stainless steel bezels with black ceramic accents or a more modern bronze bezel with green ceramic. The watches also boasts Swiss-made automatic movements, impressive water resistance and a highly functional dial with luminous hands and markers for optimal underwater visibility.
