Doxa
Le Locle, Switzerland · Est. 1889
Founded by Georges Ducommun
Founded in Le Locle in 1889, Doxa gained legendary status among divers with the introduction of the Sub in 1967, which pioneered the bright orange dial that became iconic in professional diving. The brand, relaunched multiple times, continues to produce the Sub in faithful tribute to the original.
- Founded
- 1889
- Headquarters
- Le Locle, Switzerland
- Group
- Independent
- Price Segment
- Mid
- Status
- Active
Key Collections
- SUB 300 — Iconic dive watch first introduced in 1967, featuring the distinctive orange dial and US Navy no-decompression dive table bezel.
- SUB 200 — More accessible dive collection with 200m water resistance, retaining Doxa's signature colourful dials and cushion-shaped case.
- SUB 600T — Professional-grade 600m dive watch with helium escape valve and T-Graph chronograph complications.
- Army — Military-inspired field watch collection with robust construction and vintage-influenced design.
Timeline
- 1889 — Georges Ducommun founds Doxa in Le Locle, Switzerland, initially producing pocket watches.
- 1908 — Doxa wins Grand Prix at the Swiss National Exhibition in Bern.
- 1967 — Launches the SUB 300T, one of the first purpose-built dive watches with an orange dial for underwater visibility.
- 1969 — Jacques Cousteau's U.S. Divers organisation consults on the SUB 300T design.
- 2002 — Brand revived under new ownership, reintroducing the iconic SUB line.
- 2019 — Romeo F. Jenny becomes CEO, overseeing the brand's 130th anniversary celebrations.
- 2025 — Maintained focus on dive watch heritage with continued SUB collection releases and growing collector interest.
- 2025 — Launched SUB 250T GMT, re-engineered SUB 750T with slimmer case, and limited ceramic SUB 300 (11 pcs, Ahmed Seddiqi exclusive).
- 2026 — Debuted SUB 200 II with larger 44mm case and five dial colors.
Frequently Asked Questions about Doxa
- What does 'Doxa' mean?
- Doxa comes from the Greek word (Δόξα) meaning 'belief' or 'glory'. In Christian contexts it refers to divine glory.
- Why is Doxa famous?
- Doxa is best known for its dive watches, particularly the SUB 300T from 1967, which pioneered the orange dial for underwater legibility and the no-decompression bezel.