Doxa

Doxa is an independent Swiss watchmaker founded by Georges Ducommun in Le Locle in 1889. Early on it made dress watches, dashboard clocks for cars such as Bugatti, and an 8-day movement patented in 1907. The brand went dormant after 1983; in 1997 the Jenny family of Bienne bought it and reintroduced the SUB dive series in 2000.

Doxa is best known for the SUB dive watches. The SUB 300 debuted in 1967 after tests in Lake Neuchâtel found an orange dial more visible in murky water, and it was developed with input from Jacques Cousteau's U.S. Divers. The 1968 SUB 300T Conquistador was one of the first commercially available watches with a helium release valve, and the brand also patented a no-decompression bezel. Today the catalog is mostly SUB models; on Doxa's US store in October 2026, watches ran from $1,120 for a SUB 200 to $10,500 for diamond-set SUB 200T models.