There are bright days ahead for the latest Doxa releases...
When we think of Doxa one of the first things that come to mind is orange. Doxa was one of the first brands to make the use of the strong colour which added to their own identity. This was purely for practical reasons as well as it aided massively in legibility when diving deep. It also went a long way for their brand image, as diving watches with orange dials, sturdy cases and beads of rice metal bracelets can only mean Doxa in many people’s minds. They’re distinctive in their practicality and desirable in the lifestyle that is connected with them. But now one of their most popular models is exploring other, more colourful looks…
In 1967, Doxa launched the revolutionary SUB concept, considered to be the first truly purpose-designed diver's watch for a broad audience. The radical innovations it introduced at the time quickly made it the benchmark for professionals, too. Rated to a depth of 300 meters (30 ATM), it was the first of its kind to feature a unidirectional bezel with dual markings for dive times and depths for calculating and monitoring no-decompression dives. The first to feature a bright orange dial, in daring contrast to the conventional black or white diver’s watches of the day, the instantly recognizable SUB 300 soon became a legend in its own time.
For the brand’s 130th Anniversary, Doxa is launching the Doxa SUB 300 in 6 colours and 12 versions, all vibrant, bright, full of summer zest and ready for adventure. Not to forget the iconic “beads of rice” bracelet, also made of stainless steel.
Doxa introduces rubber straps in colours for a tone-on-tone match with the dials, a first for its collections and a sporty alternative to the steel bracelet. Made from soft and supple rubber, these new straps come with the DOXA hallmarks on both sides and provide an amazingly comfortable fit.
Case width: 42.5mm
Movement: ETA 2824-2
Functions: Hours, minutes, seconds and date
Power reserve: 42 hours
Case: Stainless steel
Water-resistance: 300 metres
Dial: orange, silver, black, navy, yellow and turquoise
Strap: Beads of rice metal bracelet or rubber strap
Price: CHF 2,450 on rubber, CHF 2,490 on metal bracelet (starts around mid £1,000)
Availability: Now through the Doxa site
My appreciation for Doxa has been slowly bubbling away in the background for some time now. Their audience is quite niche, but their customer base is loyal and long-standing. This loyalty has always stuck in my mind leaving me thinking “there must be more going on with this brand”. I’ve always perceived the brand as diving watches for when you’ve graduated from sub £1,000 options.
And because they focus so much on practicality and purpose, it almost feels wrong to not use their watches with the same intended attitude that many people over the years have. So to see the brand extend one of their most recognisable models with vibrant new colours makes me very happy. A rubber strap option is a logical step for Doxa as well due to its alignment and acknowledgement of what the modern wrist wants.
The expansion here has a bit of everything with playful options like the yellow and turquoise, combined with the simple yet effective tones of the black and silver. The level at which Doxa has expanded leaves me thinking we’re about to start seeing a lot more of Doxa. Bring it on.
To find out more and order your very own SUB 300, click here.