Doxa, the Swiss Watch Brand Beloved by Jacques Cousteau, Is Back in a Big Way

Welcome to Dialed In, Esquire’s weekly column bringing you horological happenings and the most essential news from the watch world since March 2020.


If you’re into dive watches, there’s a very good chance you’re well aware of Swiss brand Doxa. The company has been around since 1889 and has produced professional-grade dive watches since 1967, when it developed the Sub 300, its first purpose-built diver in conjunction with the OG of scuba himself, Jacques-Yves Cousteau. You don’t get a heftier endorsement in the dive watch world than that.

The Sub was also one of the first to be available to the general public, just as scuba diving began to be enjoyed as a recreational sport. Recreational it may have been, but Doxa took the sport seriously, patenting a no-decompression timing scale on the bezel of the Sub 300 that it had gleaned from U.S. Navy research.

Just a sampling of the impressive array of color options.

Even with its reputation for producing watches with funky and arresting colors, Doxa has been somewhat eclipsed by bigger brands with their iconic and more straightforward divers. But the fans are faithful. In 2017, Doxa decided to fight back, and returned to the Sub 300 with limited, 50th-anniversary editions in steel, and followed up with fairly similar but unlimited pieces in 2020.

Last week it went one further, releasing this arresting new range of Subs in forged carbon, again with a rainbow of funky colors. The colors are key, lending their names to different iterations like the navy Caribbean, yellow Divingstar, and turquoise Aquamarine.

Sub 300 Carbon Watch

DOXA watchesofswitzerland.com

$3,890.00

Together with those colorful dials (the professional orange dial of the original Sub will always be the classic) and rubber straps to mix and match, Doxa’s new-gen, COSC-certified Subs offer you multiple possible permutations. But the real news, in a way, is not the watches but the fact that, depending where you live, you can also now see them in the real world.

Last week, after decades without a local retail footprint (the last time was with Cousteau’s own dive shops in the 1970s) Doxa announced a retail tie-up with Watches of Switzerland, the London-based multi-brand retailer that has expanded into the U.S. since 2018, with four well-appointed mega stores (two in New York one in Las Vegas and one in Boston). Or, if you’re already convinced, head to the retailer’s own website. Either way, we’re sure Jacques would approve.

Nick Sullivan is Creative Director at Equire, where he served as Fashion Director from 2004 until 2019.

This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io

Source : Esquire