"We Are Diving Into the Future With Confidence," Says CEO, DOXA. Marking The Hours With Jan Edöcs

For a year as turbulent as 2024, “we can’t complain,” says Jan Edöcs, CEO of DOXA, with quiet pride. In an industry that is navigating global uncertainties, the Swiss dive-watch brand didn’t just survive - it thrived. And not by chasing trends or flooding markets. Instead, DOXA stuck to what it knows best: going deep, both literally and strategically.

“We planned for organic growth. We weren’t overkilling the market. We weren’t just taking every order for the past five years we built steadily. We know what our partners are selling. For us, it’s not about just selling to retailers. It’s about watches actually ending up on wrists,” Jan says. That steady hand has paid off. DOXA is now closing in on 200 retail partners globally, and more importantly, it’s doing so with control over its distribution and a clear focus on sell-out not just sell-in. 

In 2024, for the first time in its modern era, DOXA sold over 10,000 watches directly to end consumers. Not bad for a brand once considered niche, even cult. “It’s not just a number. It’s a sign that people are understanding the value of DOXA.”

A Long-Awaited GMT and a Prudent Push Into 2025

DOXA’s momentum has rolled into 2025 with a sense of quiet confidence — and the launch of a model that’s been nearly 20 years in the making. “The GMT was highly anticipated. It’s not just something we say. People actually were asking for it,” notes Jan.

Sized at a very wearable 40mm, the new GMT hit retailers the day it launched — no teasers, no endless waiting. The perception was great. It was adapted nicely to DOXA’s lines, and it fits the wrist of someone who wants functionality and daily wearability. At Geneva Watch Week, DOXA is not only letting people see and feel the GMT in person, but also debuting a new colorway: the Winter Shark Hunter. A vintage-inspired shade never seen before in the collection. 

Small Team, Big Impact

So how big is DOXA, really? “We’re over 50 people now, including our subsidiaries. But when people ask how many watches we produce, I always ask them why do you want to know that? The real question is: how many do you sell?”

This focus on sell-out over production volume is part of what makes DOXA’s strategy stand out. Rather than inflate numbers or build excess stock, the brand prefers a leaner, more responsive model — one that’s proven effective for a brand with a strong design identity and deep-rooted legacy.

DOXA is and will remain a dive-first brand. But that doesn’t mean it’s limiting itself to only the depths of the ocean. “I’d say we stay in the water, or around the water,” Edöcs smiles. “Eighty-five to ninety percent of our customers aren’t actually divers, they are desk divers.”

The idea of “desk divers” is central to DOXA’s approach: watches that are rugged, purpose-built, but also stylish and wearable every day. “We’re not making pilot’s watches or racing watches. Other brands do that very well. We have enough to explore within our own DNA.”

And that DNA is strong — especially when it comes to design. “A DOXA is instantly recognizable,” he says. “Even people who don’t like DOXA can tell it’s a DOXA. That’s something very few brands can claim.”

Future-Proof, Not Flashy

Even when it comes to gem-set models, DOXA is thinking differently. The recently revealed diamond-inlaid watches aren’t gendered. “Today, it’s not about men’s or women’s watches.  It’s neutral. But it still needs to be functional. Even with diamonds, we kept the rotating bezel usable. It still works as a dive watch,” comments Jan.

For Indian collectors, there might be something special in the works. “If all goes well, we may come up with something for the Indian market,” Edöcs hints, careful not to reveal too much. Beyond the GMT and the Geneva reveals, DOXA is also preparing a surprise for May 5th — “a small goodie,” as he calls it. “It’s not revolutionary, but it’s something extra. A twist on the Sub 200, which has become our entry point.”

That price accessibility is another point of pride. DOXA’s watches start around 890 Swiss francs and yet, still feature sapphire crystals, automatic movements, and signature styling. “You never hear anyone say DOXA is too expensive. You get a lot of watch for the money.”

And that’s where DOXA has found a new niche: offering a strong value proposition to clients used to waiting years for flagship models from bigger brands. “They go into a store wanting to buy a premium brand, and they walk out with a DOXA. Not because they had to settle — but because they realize, this is a serious watch with its own story. DOXA is a watch for the afternoon. You don’t go to the beach and leave your 15,000-franc watch in the bag. But with a DOXA, you have fun. And you still get the quality.”

The Depths of Experience and Trust

As a diver himself, Jan knows the real-world value of a mechanical backup. “I dive. I’m not a pro, but I’ve gone to 40 meters. One dive in Egypt, at 35 meters, my mouthpiece fell off. That was quite a serious moment. You learn to stay calm. You give the signal, use the second regulator, and go up slowly. Ever since, I’ve never gone diving without a mechanical watch on his wrist. I had the 300T Orange. Visibility was amazing. You have dive computers, yes but after that incident, I’ll never 100% trust them again. The watch is my backup.” recalls Jan.

So what’s next for DOXA? Not an in-house movement. Not a transparent caseback. Not a dramatic pivot into new categories. “We’re not trying to please everyone. A true diver’s watch doesn’t need to show the movement. It needs to function. And Sellita gives us that reliability. We’ll stay around the water. That gives us more freedom. Could be yachting, kayaking, maybe something else entirely. But always with purpose.”

And yes, there’s a collaboration in the pipeline but that, too, is under wraps. “It’s not even under embargo. It’s just… very complex,” he says, with a smile that suggests something truly exciting might be coming. For now, DOXA is sticking to its lane and diving deeper than ever.