This week on The Business of Watches, a Swiss brand that resonates with much of the Hodinkee community, Doxa. Founded in Le Locle, Switzerland, and now based in Biel/Bienne, it has more than a century of history and is responsible for designing and producing some of the most iconic dive watches ever built. With links to legendary figures, including Jacques Cousteau and author Clive Cussler, Doxa has served as a case study for how to revive, rebuild, and grow a brand by zeroing in on the best parts of its story while keeping prices approachable at a time when the industry trend is tilted very much to premiumization.
Jan Edocs is the executive leading Doxa these days, and in a wide-ranging interview recorded last year, he lays out the brand’s plans for measured but steady growth. Once available only online, Doxa is now in retailers across the U.S., Japan, the Middle East, and Australia, with plans to eventually be in more than 300 retail locations. At a time of cost inflation and tariffs, a significant challenge is keeping prices approachable while telling Doxa’s unique story and history to fresh customers with new products. There are plenty of lessons for how to position a brand and company to weather both the storms and the sunny beach days, where a Doxa might just be the ideal wristwear.
Andy Hoffman
2026-03-18 15:00:00