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The Swiss town of Le Locle, nestled in the Jura Mountains, has long been regarded as the cradle of Swiss horology. It is here, amidst this historic epicentre of watchmaking, that the story of Doxa begins — a brand that has become synonymous with innovation and excellence in the art of timekeeping.
Georges Ducommun, the visionary behind Doxa, began his journey at just 12 years old, apprenticing in watchmaking to support his family of 13 siblings. His early exposure to the intricate craft of horology instilled in him a passion for precision and innovation. In 1889, driven by ambition and a desire to break free from convention, he founded Georges Ducommun, Fabriques Doxa. This marked the emergence of a trailblazer in the Swiss watch industry.
A Legacy in the Marine World
The origin of the name ‘Doxa’ remains a mystery, but its meaning—‘glory’ in Greek—aptly reflects the brand’s enduring reputation. Over the decades, Doxa distinguished itself with a series of pioneering innovations. The 1908 8-Day Doxa Calibre, designed for automobiles, became a hallmark of precision and reliability, later adopted for use in ships and aeroplanes. Following Ducommun’s passing in 1936, his son-in-law Jacques Nardin took the helm, steering the brand into new waters.
Doxa reached a pinnacle in the 1960s by revolutionising dive watches. Collaborating with legendary marine explorer Jacques-Yves Cousteau, they introduced the SUB 300T in 1967—a masterpiece of underwater innovation. With its remarkable water resistance of 300 metres, a patented unidirectional rotating bezel, and a unique ratcheting clasp for seamless fit adjustments, it became a diver’s essential. The SUB 300T Conquistador, launched in 1968, made history as the first dive watch with a helium release valve, solidifying Doxa's reputation as a leader in marine horology.
Revival and Modern Innovations
Despite succumbing to the Quartz Crisis of the 1970s, Doxa’s story did not end. In 1997, the Jenny family resurrected the brand, dedicating its focus exclusively to diving watches. Today, Doxa thrives in its new home in Bienne, Switzerland, with an impressive lineup that includes the SUB 200, SUB 300, SUB 300T, and limited-edition models like the SUB 300 CARBON AQUA LUNG US DIVERS. These watches boast advanced features such as scratch-resistant cases, anti-reflective coatings, and a vibrant spectrum of dial colours, from the iconic orange Professional to the recently introduced White Pearl.
Doxa’s commitment to marine exploration endures, exemplified by their sponsorship of Mission 31, led by Fabien Cousteau. Honouring 31 days of underwater research, Doxa released 331 commemorative watches, underscoring their bond with the diving community. As they move forward, Doxa continue to innovate, crafting timepieces that echo Georges Ducommun’s pioneering spirit while embracing the future of diving watch technology.