Reflecting on DOXA's Dynamic 2024: A Year of Innovation and Elegance
As we welcome 2025, DOXA uses this opportunity to look back at 2024 and celebrate another exciting year of continuing to maintain its place in the upper echelons of fine Swiss watchmaking. Guided by CEO Jan Edöcs's vision, 2024 was a year when DOXA embarked on a journey to revisit its core collections and introduced updates that resonated with both new markets and the evolving tastes in luxury timepieces.
The plan worked, according to Edöcs: “2024 was a good year for DOXA. For me, the mark of a strong brand is when it can still demonstrate growth when the rain comes. Any brand can build and sell well when the sun is shining for everybody. But the real test comes when the weather changes and in this current market, I am delighted with how DOXA saw a steady rise last year.”
Key to this success is DOXA’s tightly managed retailers. At the close of 2024, DOXA had 200 points of sale globally, as well as its own online platform. “DOXA and its partners do not do discounts. This is becoming a significant issue for our competitors, who during those sunshine years, filled the marketplace with merchandise and now have the issue of having to offer significant discounts to move products. This will never be the DOXA way! I am discussing a partnership with one of the most well-known and largest retailers in the US for 2025. Most brands want to get into all the outlets that this chain has. DOXA; no. We will start with five and see how that goes.”
Let’s take a moment to look back at the remarkable milestones DOXA achieved in 2024.
April 2024: The Launch of SUB 200T - New Dials and New Dimensions
In April, DOXA introduced the reimagined SUB 200T, a modern classic that stays true to the SUB series' heritage while adapting to contemporary needs. This new model features a kaleidoscope of colours, offering an array from the iconic Professional Orange to the newly introduced Sea Emerald Green. The SUB 200T was designed to be versatile, perfect for an afternoon at the beach or a long day at the office. With its more compact 39mm case and a choice between the Iconic and the Sunray dials, the SUB 200T blends subtlety with sophistication, making it suitable for both casual wear and professional settings.
The watch has been very well received in all markets, according to Edöcs. “The 39mm case has opened the brand up to a number of both new markets and new buyers. This is a very pure watch that is close to the core essence of DOXA. So, we launched this and then revisited it six month later with a bang!”
June 2024: Strap Up with the SUB 600T on NATO
DOXA's summer release saw the SUB 600T adapted to contemporary fashion trends with the addition of matching NATO straps. This update brings a sporty yet cool-casual vibe to the iconic 80s model. The robust design elements of the SUB 600T are maintained, but the new strap options offer wearers a fresh way to enjoy this classic watch in a variety of vibrant DOXA colours.
July 2024: Celebrating Clive Cussler with the SUB 300T Sharkhunter
July marked a poignant celebration of adventure and legacy with the launch of the SUB 300T Sharkhunter Clive Cussler Edition. Limited to 93 pieces, this edition commemorates what would have been the legendary author and explorer Clive Cussler’s 93rd birthday. The watch features a vintage compass design on its dial and an aged steel effect on its case and bracelet, nodding to the enduring spirit of exploration found in Cussler’s stories and real-life adventures.
August 2024: The SUB 300T Aristera - A Left-Handed Legend
The SUB 300T Aristera introduced a significant innovation for left-handed watch enthusiasts and professional divers, with the crown positioned on the left side of the case. This design not only protects the crown during underwater expeditions but also caters to those who prefer wearing their watch on the right wrist. The SUB 300T Aristera maintains all the classic attributes of the SUB 300T but added a layer of practicality for divers and style for collectors.
November 2024: Dazzling New Heights with SUB 200T Diamonds
In November, DOXA dazzled the luxury sports watch market by introducing the SUB 200T Diamonds, its first diamond-set collection. This series marries the functional robustness of the SUB line with the opulence of diamonds and precious stones, setting new standards for elegance in sports watches.
“The hard-core divers were taken aback- ‘How can you do this DOXA?’ was their cry! There is, however, still a functioning bezel! We deliberately chose colored stones to match the mother of pearl dials, to ensure that the watch could still be used as a true dive watch,” explains Edöcs. “Many important brands have been embellishing their professional divers lines with diamonds since the 1970s. Why can’t DOXA do this? There is a demand for watches set with diamonds, for both men and women, and the response has been very strong especially in certain regions such as the Middle East and the US.”
Each model in this collection features a stunning array of gemstones and shimmering mother-of-pearl dials, offering wearers a piece that is as suitable for underwater adventures as it is for glamorous evening events.
What’s Next?
Throughout 2024, DOXA not only revisited its roots but also embraced innovation, ensuring that each new release was both a nod to its storied past and a step towards a future of diverse watchmaking. As we look back, it’s clear that DOXA remains committed to excellence and versatility, crafting timepieces that appeal to die-hard diving enthusiasts, luxury collectors, and fashion-forward individuals alike.
2025 is set to be another thrilling year for DOXA. “We will continue our steady growth strategy into this year. I am expecting to be opening between 50 and 70 new outlets in 2025. Again, all very high-end retailers to ensure that we keep to our tried and tested formula,” states Edöcs.
And are there any hints for the next year’s releases at this stage? “Well, next year we will be giving something back to our hard-core fans—stay tuned!”
