Doxa

Brand history

Founded 1889 in Le Locle, Switzerland, by Georges Ducommun. Doxa became one of the longest-running independent Swiss dive-watch makers — the 1967 Sub 300 introduced the orange dial that became the brand’s most-identified design feature and Cousteau wore one on the Calypso expeditions. The brand spent the 1970s and 80s in deep decline through the quartz crisis but kept producing limited runs of the original Sub design under various ownership groups. Revived in earnest 2002 under the Jenny family, with the modern Sub 300 series carrying the heritage silhouette forward on Sellita-base ETA calibers. The catalog represented here focuses on the orange-dial Sub references that drive the contemporary trade — Sub 300T, Sub 600T, Sub 200 — at the mid-luxury enthusiast tier.