Doxa continues its international expansion and unveils the Fumé dial
The Swiss watch brand Doxa has announced its official entry into three new strategic markets: Japan, Mexico, and Thailand.
Jan Edöcs, CEO of Doxa, explains: “Doxa’s international expansion is proceeding carefully and thoughtfully. We are not seeking rapid growth at any cost, but rather measured development that aligns with our identity and expertise. There is already demand for our watches in Japan, Mexico, and Thailand—driven by an authentic water sports culture and a strong community of passionate dive watch enthusiasts. We are moving forward at our own pace and working with reliable distribution partners to preserve the brand’s integrity while catering to genuine and sustainable interest.”
Founded in 1889 in Le Locle, Switzerland, by Georges Ducommun, the brand specializes in diver’s watches. With a presence in Japan, Mexico, and Thailand, Doxa is expanding its distribution network and strengthening its position in regions where a maritime culture and a passion for diving create a particularly receptive market environment.
Doxa presents the Fumé dial
The “SUB 200 II” features the brand’s first fumé dial, available in five gradient colors: black, gray, blue, green, and red. Super-LumiNova on the hour markers, hands, and minute track ensures excellent readability at all times. The dial is surrounded by a unidirectional rotating bezel with a lightweight and durable aluminum insert.
The version with a red dial differs from the other models in its black DLC-coated 44-millimeter stainless steel case, which is water-resistant to 20 bar. At 12.8 millimeters thick, it is one millimeter thinner than the classic “SUB 200.” It houses the proven Sellita SW 200 with a 38-hour power reserve.
The new “SUB 200 II” is available with a stainless steel Milanese bracelet featuring an adjustable safety clasp or a color-coordinated rubber strap. Thanks to its short, integrated lugs, this impressive 44-millimeter watch is also well-suited for slimmer wrists.
(MSRP: €1,650)
