Breathing New Life Into Iconic Dive Watches: A Dive into Doxa's Return with CEO Jan Edocs

The storied Swiss watch brand Doxa, synonymous with creating some of the most treasured dive watches in horology, has seen an impressive revival under the thrust of its current executive, Jan Edocs. Based now in Biel/Bienne, Switzerland, from its inception in Le Locle, Doxa has a rich lineage that finds resonance in the Hodinkee community.

The brand has cleverly navigated the challenging tides of cost inflation and premiumization, focusing on the pivotal aspects of its story while keeping prices palatable. Such an approach has made Doxa a noteworthy example of brand revival and growth.

Whether bracing the storms of the market or basking in the sunny beach days where a Doxa watch serves as the ideal wrist buddy, there’s a relevant lesson to learn from the brand’s strategic positioning.

The interview also features Hodinkee Deputy Editor Tim Jeffreys, and includes a discussion on Grand Seiko signing baseball superstar Shohei Ohtani as a global ambassador. The recording is a trove of business and strategic discussions for watch enthusiasts and offers valuable insights into brand growth, market trends, and iconic watch designs.