One day and not one, but two big announcements from Doxa. It’s like Christmas for a very specific kind of watch/diving enthusiast. Earlier today Doxa introduced their brand new Sub 300 Carbon collection, taking the best parts of the iconic Sub 300 diver and putting it in a high tech carbon fiber case. The second big announcement from camp Doxa is a distribution partnership with the Watches of Switzerland Group, one which makes WoS the official, and only, brick & mortar retailer of Doxa in the United States. This is very big news when you consider that Doxa watches have not been available on U.S. soil, from a physical retailer, since the 1960s.
From the press release:
“Watches of Switzerland has been dedicated to providing its clients unmatched experiences and products since we opened our first SoHo flagship in 2019,” states David Hurley, EVP of The Watches of Switzerland Group US. He continues, “DOXA is an integral part of watch history and we are thrilled not only to be their exclusive point of sale in the US, but to also be a source of education on the brand through our extensive platforms. While DOXA has built an impressive cult following amongst certain watch enthusiasts who are aware of its impressive contributions to the evolution of dive watches, Watches of Switzerland looks forward to growing this audience exponentially, and we are proud to provide a space where the DOXA brand can be experienced firsthand.”
For anyone who has been living under a rock or perhaps a remote polar research station, The Watches of Switzerland Group is the UK’s largest luxury watch retailer, operating in both the UK and US, comprising four prestigious brands; Watches of Switzerland (UK and US), Mappin & Webb (UK), Goldsmiths (UK) and Mayors (US), with complementary jewellery offering. As of January 2021, the Watches of Switzerland Group has 146 core stores across the UK and U.S., and is the UK’s largest retailer for Rolex, Cartier, OMEGA, TAG Heuer and Breitling
It is worth noting that Doxa was the first Swiss brand to offer watches for sale online all the way back in 2002, but it will definitely be good for the U.S. audience to be able to get hands-on with the full line for a change. I know I will be one of the first in line.
Derek Haager is a watch enthusiast, TV editor and part-time music maker from Brooklyn, NY.