When Functionality Meets Legacy: Jan Edöcs on DOXA's Resurgence

Lonely Wrist: All Things Watches & Horology

Beneath the surface of every iconic watch brand lies a philosophy that defines its approach to design, value, and market positioning. For Doxa, that philosophy remains refreshingly clear: stay true to your origins, deliver exceptional value, and never compromise on functionality.
In this candid conversation with Doxa CEO Jan Edöcs, we explore how this historic Swiss brand has navigated its remarkable resurgence since 2019. While many luxury watchmakers chase trends or continually expand into new categories, Doxa remains steadfastly committed to what they know best – creating purpose-built dive watches with distinctive designs at fair prices.
"We're not trying to please everyone," Edöcs explains, revealing how this focused approach has allowed Doxa to cultivate an intensely loyal following while gradually expanding its global footprint. From their strategic decision to limit distribution channels to their thoughtful approach to special editions like the Clive Cussler collection, every move reflects a long-term vision rather than short-term gains.
Perhaps most fascinating is Doxa's perspective on value in an industry increasingly defined by exclusivity and premium pricing. While many brands develop in-house movements to justify higher price points, Doxa deliberately maintains accessibility. "Why should we?" Edox asks, explaining that true dive watches prioritize functionality over showing off decorated movements. This philosophy extends throughout their product line, from the remarkably affordable Sub 200 to their premium offerings.
For watch enthusiasts frustrated by the current state of the luxury watch market – with its waiting lists, price hikes, and artificial scarcity – Doxa offers a refreshing alternative. As Edöcs summarizes: "It's a tool watch, it's a functional watch. Have fun with it. It's not overpriced, it's solid, and it will be your companion for decades to come."
Experience this insightful conversation with one of watchmaking's most distinctive voices, and discover why Doxa continues to capture the imagination of both seasoned collectors and newcomers to the world of fine timepieces.

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