Doxa

Founded in 1889 in Switzerland, Doxa carved out a niche in dive watches long before most brands dipped a toe in the water. But it wasn’t until the late 1960s that the name truly made waves—when the brand teamed up with diving legend Jacques Cousteau to create the Doxa Sub.

With its bold orange dial (a first in dive watches), the Doxa Sub wasn’t just a style statement—it was a visibility tool for underwater explorers. The watch also introduced innovations like the no-decompression bezel, making it a real tool for real divers.

Why we like them:

Doxa isn’t about flash—it’s about function. It’s for people who appreciate engineering over excess and want a watch that looks just as good on a wetsuit as it does with a Negroni in hand.

Modern relevance:

Today, Doxa has re-emerged as a cult favourite—vintage charm, distinctive colours, and serious dive credentials make it one of the most unique Swiss brands on the market.