What Doxa does

Doxa is a Swiss mechanical watch manufacturer founded in 1889 and headquartered in Bienne, Switzerland. The company specializes in professional diving watches under the SUB collection, with a product lineup differentiated primarily by water resistance rating (from 200m on the SUB 200 to 1,500m on the SUB 1500T), case material (steel, bronze, carbon composite, titanium), and complications (chronograph T.GRAPH and C-GRAPH lines, SUB 250T GMT). The portfolio extends into a military-inspired DOXA Army sub-brand, multiple limited edition collaborations (Clive Cussler series, Aqua Lung US Divers, Watches of Switzerland exclusive, 18K Gold 130th Anniversary), and accessories (SUB Cufflinks). All watches carry the Swiss Made designation, and the brand leverages heritage signals including the iconic orange-dial design introduced in 1967. The company employs 101-250 people and operates as a private entity.

The go-to-market model is direct-to-consumer through the owned e-commerce platform doxawatches.com with global shipping, complemented by authorized physical retailers identified through a store locator and US-specific regional storefronts. Pricing is unit-based, ranging from USD 1,250 for entry-level SUB 200 models to USD 7,850 for the SUB 300 Beta Sharkhunter, with 18K gold and other limited editions commanding premium collectible pricing. Marketing is driven by content (DOXA B-Log), organic social (Instagram), and earned media in watch publications such as Hodinkee and Fratello Watches. Customer segments include professional and sports divers as the primary persona, with luxury collectors and gift buyers as secondary segments.

Note on source data conflict: two source IDs reference a DOXA acquisition of Jupiter Underwriting Group in April 2026 in specialty casualty insurance. The source itself disambiguates this as referring to DOXA Insurance, a separate entity from DOXA Watches; this acquisition is therefore not part of the watch company's strategic moves.

Name

Doxa

Legal name

DOXA Watches US

Website

https://doxa.ch

Company type

Private

Founded year

1889

Operating status

Operating

Headcount range

101–250 employees

Short description

Doxa is a Swiss watch manufacturer founded in 1889, specializing in professional mechanical diving watches under the SUB collection. The company sells globally through its DTC e-commerce platform and authorized retailers, targeting professional divers, collectors, and luxury gift buyers.

Ownership category

akta.pro rank

Product category

Luxury Diving Watches

akta.pro primary industry

Watch Manufacturing (Movements, Cases, Dials, Assembly) (CRAKADAJ)

akta.pro secondary industries

Sports/Dive/Aviation Tool Watches (CRAKADAE), Luxury Mechanical Watches (CRAKADAA), Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

Keywords

• Swiss diving watches
• Luxury timepieces
• Professional dive watches
• Mechanical watchmaking
• Swiss made watches

Headquarters

HQ city

Bienne

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Luxury Dive Watch Sales: DOXA generates revenue primarily through the direct sale of Swiss Made luxury diving watches. Products range from entry-level models like the SUB 200 (from USD 1,250) to premium limited editions. The company sells accessories including SUB Cufflinks. Direct-to-consumer sales through owned e-commerce platform with global shipping capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

DOXA is a Swiss watch manufacturer that designs, produces, and sells Swiss Made luxury and professional diving watches under the SUB collection. Its portfolio includes automatic and manual-wind mechanical dive watches with water resistance ratings from 200m to 1500m, chronograph and GMT complications, limited edition collaborations, military-inspired models, and branded accessories such as cufflinks. The company sells directly through its own e-commerce platform and through authorized retailers worldwide.

Product overview

DOXA is a Swiss watch manufacturer specializing in professional diving watches under the SUB collection. The product lineup centers on the core SUB series (SUB 200, SUB 200T, SUB 250T GMT, SUB 300T, SUB 300, SUB 300 Carbon, SUB 300 Beta, SUB 600T, SUB 750T, SUB 1500T) differentiated primarily by water resistance ratings ranging from 200m to 1500m and case materials. Special variants include the T.GRAPH chronograph models, C-GRAPH versions with chronograph functions, the DOXA Army military-inspired sub-brand, and various limited edition collaborations (Clive Cussler series, Aqua Lung US Divers). The portfolio extends to accessories through SUB Cufflinks. All watches carry the Swiss Made designation, emphasizing heritage quality at accessible price points.

Differentiator

Problem solved

Functional benefit

Products and services

• SUB 200 Entry-level professional diving watch in the SUB collection, featuring water resistance and the iconic DOXA dial design with distinctive color variants such as Sharkhunter, Searambler, Caribbean, and Divingstar. Targeted at divers seeking a functional Swiss Made dive watch at the most accessible SUB price point.
• SUB 200 II Updated version of the SUB 200, maintaining the core design while introducing refined specifications and contemporary finishes for modern divers.
• SUB 200T Professional-grade diving watch with enhanced specifications suitable for serious recreational and professional divers. Available in Professional, Whitepearl and other dial variants.
• SUB 200 T.GRAPH II Iconic dive chronograph combining 1960s heritage with modern watchmaking. Features a rotating bezel with elapsed time indicator and chronograph functionality for timing dives and surface intervals. Available in Professional, Sharkhunter, Searambler, and Caribbean dial variants.
• SUB 250T GMT Diving watch with GMT complication allowing tracking of two time zones, designed for travelers and professionals operating across time zones.
• SUB 300T Mid-range diving watch with 300-meter water resistance, representing the core of DOXA's professional dive watch lineup with classic design elements. Available in Searambler, Caribbean and other color variants.
• SUB 300T Clive Cussler Limited edition collaboration honoring underwater explorer and bestselling author Clive Cussler, featuring distinctive styling and special edition numbering.

Quantifiable outcome

• DOXA SUB established as benchmark for diving watches, greatly contributing to safety of professional and sports divers

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered notable and strategic.

• Watches of SwitzerlandnotableChannel Partner/ Reseller/ DistributorDOXA collaborated with Watches of Switzerland to create the DOXA Army WOS Edition, a limited edition variant of the iconic DOXA Army diver. This partnership targets the exclusive retail channel of Watches of Switzerland's luxury watch retail network.
• Aqua Lung US DiversnotableStrategic or Co-development PartnerDOXA partnered with Aqua Lung US Divers to create the SUB 300 Carbon Aqua Lung US Divers limited edition watch. This collaboration combines two established names in the diving industry.
• Clive CusslernotableStrategic or Co-development PartnerDOXA has created multiple limited edition Clive Cussler collaborations including SUB 300T Clive Cussler, SUB 300T Sharkhunter Clive Cussler Limited Edition, and SUB 750T Clive Cussler. These editions are inspired by the bestselling author's diving adventures.
• Jupiter Underwriting GroupstrategicOthersDOXA acquired Jupiter Underwriting Group as part of its strategic expansion into speciality casualty insurance. This represents a significant strategic move into the insurance sector.

Scale indicators2 records

Recent moves3 records

Expansion highlights6 records

Direct peers

• Tudor: Tudor's Pelagos and Black Bay dive watches compete most directly with the DOXA SUB line on Swiss Made positioning, tool-watch aesthetics, and accessible-mid price points (USD 1,500-USD 5,000).
• Oris: Oris Aquis is one of the closest direct competitors to DOXA in the Swiss mechanical dive watch segment, with comparable price points, mechanical movements, and independent mid-luxury positioning.
• Longines: Longines HydroConquest competes in the accessible-Swiss dive watch segment with similar price ranges (USD 1,250-USD 2,500), overlapping target buyers, and heritage Swiss Made credentials.
• Breitling: Breitling's Superocean line competes in the Swiss professional dive watch segment with strong diver-community brand recognition, mechanical movements, and similar pricing tiers to DOXA.
• Certina: Certina DS Action Diver is a Swatch Group sibling brand that competes in the affordable Swiss dive watch segment with overlapping price ranges (USD 500-USD 1,500) and professional water resistance.

Broad incumbents

• Rolex: Rolex's Submariner is the dominant luxury dive watch globally and shares DOXA's professional-diver positioning and Swiss Made credentials. Rolex sets the category benchmark that DOXA explicitly references.
• Omega: Omega's Seamaster line is a direct competitor in the Swiss professional dive watch category, overlapping on water-resistance ratings, heritage, and dive-community brand recognition.
• Seiko: Seiko's Prospex line competes with DOXA in the professional diver category with much higher scale, broader distribution, and a wider price range, including accessible mechanical and quartz options below USD 1,000.
• TAG Heuer: TAG Heuer's Aquaracer competes in the Swiss dive watch category with broader luxury-watch distribution and mass-market awareness than DOXA.

Emerging players

• Squale: Squale is an independent heritage dive watch brand with similar positioning to DOXA — professional roots, mechanical Swiss-made movements, and a collector-focused niche — making it a closely comparable emerging peer.

Market position

Strengths3 records

Weaknesses3 records

Competitive moat6 records

Key risks4 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/doxawatches
• LinkedInlinkedin.com/company/doxawatchesofficial

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Doxa