Watchatlas

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 — DOXA SUB 300 is the brand's core tonneau-cased dive-watch line, pairing the collection's decompression-table bezel vocabulary with current steel, rubber, and color-forward variants. Key references: SUB 300 Professional, SUB 300 Sharkhunter, SUB 300 Caribbean.
  • SUB 200 (2019) — DOXA’s SUB 200 is the more accessible modern diver in the SUB family: a 42 mm stainless-steel tool watch with 200 m water resistance, unidirectional bezel, sapphire crystal, and the brand’s colorful dial identity, positioned as a versatile entry point into DOXA’s heritage diving line. Key references: SUB 200, SUB 200 Professional, SUB 200 Aquamarine.
  • SUB 600T (2021) — DOXA SUB 600T is a modern 600-metre dive-watch family that reinterprets a historic angular case with steel or ceramic bezel options and DOXA's familiar dial colors. Key references: SUB 600T Professional, SUB 600T Sharkhunter, SUB 600T Searambler.
  • Army — DOXA Army is a military-linked dive-watch collection that revisits the brand's Swiss Army Divers history through steel and bronze-bezel current models. Key references: DOXA Army bronze bezel, DOXA Army stainless steel bezel, DOXA Army green stainless steel bezel.

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.

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