DOXA stands as a storied name in Swiss watchmaking, tracing its origins back to 1889 when Georges Ducommun founded the company in the heart of the Jura mountains. While initially producing dress watches and other timepieces, DOXA carved its most significant and enduring niche in the world of horology during the 1960s by pivoting decisively towards the burgeoning field of underwater exploration. Recognizing the need for reliable, highly legible, and robust instruments for divers, DOXA embarked on a dedicated research and development program, famously collaborating with professionals like Jacques-Yves Cousteau and the US Divers organization. This commitment resulted in the groundbreaking SUB concept, launched in 1967, which wasn't merely a water-resistant watch but a purpose-built tool designed from the ground up for the specific challenges of diving. Key innovations like the integration of the US Navy's no-decompression dive table into a patented rotating bezel and the choice of a high-visibility orange dial became brand hallmarks, cementing DOXA's reputation as a pioneer in professional-grade dive watches, valued for their functionality, durability, and distinctive aesthetic that prioritized underwater performance above all else.
The legacy of DOXA is largely defined by its iconic SUB family of dive watches, a collection that continues to resonate with collectors and diving enthusiasts alike. The original SUB 300 from 1967 is arguably the cornerstone, introducing the distinctive cushion case, the revolutionary no-decompression bezel, and the signature orange dial that offered unparalleled underwater legibility. Closely following was the SUB 300T in 1969, which importantly incorporated a Helium Release Valve (HRV), making it suitable for the demands of saturation diving experienced by commercial divers working at extreme depths. While the SUB 300 and 300T, often seen on the wrist of Jacques Cousteau, remain the most celebrated, DOXA has expanded the lineage with other notable lines. The SUB 200 offers a more traditional dive watch aesthetic while retaining DOXA's robust build quality. The SUB 600T, originally from the 1980s and recently revived, features a distinct angular case shape, while models like the SUB 1500T represent a modern evolution with increased depth ratings and chunkier proportions. Across these variations, the core DNA persists: rugged construction, exceptional legibility (often featuring the famous orange, but also offered in other vibrant colors like yellow, turquoise, and silver), and an unwavering dedication to the spirit of underwater adventure that first defined the brand over half a century ago, often paired with the equally iconic "beads of rice" bracelet.
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