DOXA Expands Its Presence in Southeast Asia

DOXA Watches maintains its dynamic expansion strategy, opening up new and very promising markets.

The Swiss brand’s iconic SUB diving watches are now available in boutiques across Southeast Asia.

The journey of DOXA Watches continues on the Asian continent. After South Korea, the brand is establishing a presence in the Philippines, a region renowned for its must-visit diving spots.

DOXA Watches is partnering locally with the “Watchworks” group, which already distributes several esteemed names in Swiss watchmaking throughout the country.

Biel/Bienne, Switzerland, 26 September 2023 – Spurred by the brand’s excellent results since the start of the year and following through on the successful reboot of the SUB concept just four years ago, DOXA Watches continues its international outreach with top-notch Premium partners at the local level.

After establishing a presence in the USA, UK, Australia, Europe, India, and the Middle East, DOXA Watches is venturing further into Asia, in the Philippines, with a partner of choice: Watchworks, the #1 distributor for quality Swiss timepieces, combines a deep understanding of the local market with impressive sales and marketing capabilities. DOXA WATCHES will be opening the first point of sale in the capital, Metro Manila, before rapidly expanding throughout the country.

The partnership kicked off yesterday with a special event at the Plunge Dive Club by The Upper Deck, located in the vibrant heart of Ortigas. VIPs, collectors, the press, and influencers were all invited to enjoy a brand presentation blended with a pool diving demonstration, conducted personally by the CEO of DOXA WATCHES, Jan Edöcs, who flew in from Switzerland for the occasion.

Jan Edöcs, CEO of DOXA Watches, said: "We are marking a profoundly symbolic milestone as we make our debut in Southeast Asia. We are very proud to be welcomed by the Philippines as the first market for DOXA, in a region renowned for its unforgettable diving spots. The strength and reach of the Watchworks network will bolster DOXA’s momentum in this part of the world. The unique history of our brand, the excellence of our watches, and our capacity for innovation have been the cornerstones of a strategy that has remained steadfast since 1889. It was then that our founder, Georges Ducommun, began our story with the pledge to design and manufacture high-quality, technically advanced, and reliable watches at affordable prices."

Watchworks is committed to delivering unparalleled experiences and products to our clients,” said William Koo Jr., Head of Operations at Watchworks. “DOXA holds a pivotal place in watch history, and we're excited to not only be their inaugural point of sale in the Philippines but also to serve as an informative resource about the brand through our extensive platforms. DOXA has garnered a notable following among watch aficionados who recognize its significant contributions to the development of dive watches, and we at Watchworks look forward to expanding this audience significantly. We're honored to offer a space where enthusiasts can experience the DOXA brand firsthand.”

To spotlight one of the many milestones in the brand’s extraordinarily rich history, it’s worth noting that DOXA Watches, established in 1889, pioneered the first genuine professional diver's tool-watch available to the general public in 1967—the now-iconic SUB 300.

Developed in close partnership with the renowned American sports diving organization, ‘US Divers,’ led by the legendary Commander Cousteau, the SUB 300 introduced groundbreaking innovations, quickly becoming the reference for military and professional divers alike.

Consider the orange dial, which was totally unheard of at a time when the standard was either black or white. It wasn’t a novelty but an innovation: after extensive testing, this particular hue of orange was chosen for its optimal visibility at 30 meters depth. Another striking innovation: the new unidirectional bezel with a double indication for calculating dive time in relation to depth, thus ensuring a safe ascent without decompression stops.

The bezel was grounded in the science behind the no-decompression dive table developed by the US Navy. The table enabled divers to determine their allowable time at a specific depth for a safe, continuous ascent – without having to pause for decompression.

DOXA’s engineers succeeded in incorporating the US Navy’s parameters into two separate scales on the bezel, one for depth on the orange outer ring, the other for time (in minutes) on the black inner ring – earning DOXA a patent for this feature.

Today, DOXA Watches is part of the Walca Group, an industrial firm owned by the Swiss Jenny family for over four decades and based in Biel in the canton of Bern, Switzerland.

True to the strategy established by founder Georges Ducommun in 1889 to produce high-quality Swiss watches at affordable prices, DOXA’s independent status ensures agility, so the brand can adapt to market changes and focus on creating watches that deliver a unique combination of precision, reliability and functionality with great design and outstanding value.

Helming the brand today is Jan Edöcs, CEO of DOXA Watches. Under his leadership over the past four years, the brand has witnessed a remarkable renewal, revitalizing both technical and aesthetic innovation while staying true to its foundational DNA and rich heritage.