DOXA Diver's Watches Set to Launch in Japan from April 2026
In a move that excites watch enthusiasts and collectors across Japan, Osawa Shokai has secured the exclusive distribution rights for the legendary Swiss diving watch brand DOXA. Beginning in April 2026, the innovative timepieces will be available for purchase in Japan, marking an important expansion for DOXA in a market renowned for its appreciation of horological precision and craftsmanship.
Founded in 1889 in Le Locle, Switzerland, DOXA has a storied history in the watchmaking industry, particularly known for revolutionizing the diver's watch sector. With an impressive heritage that combines tradition and modernity, DOXA has consistently offered high-performance diving watches that cater to everyday use and professional needs alike. The upcoming collection available in Japan will feature models like the SUB 200 and SUB 300, representing the brand's timeless designs and reliable functionality.
The DOXA SUB 200 model features a water resistance of up to 200 meters, brilliantly echoing the 1960s design while modernizing it to appeal to today's diver. It boasts a high-visibility orange dial, along with a unidirectional rotating bezel that allows users to monitor their ascent times safely. This model brings to life the distinctive cushion-shaped case and 'rice-bead' bracelet that has become synonymous with the brand’s identity.
On the other hand, the SUB 300 model is a faithful recreation of the original 1967 design, showcasing a remarkable 300-meter water resistance. Both models are expected to retail between 200,000 and 700,000 yen, and will be distributed through high-end watch specialty stores and Osawa Shokai's direct retail outlets in Tokyo and Osaka, along with the official DOXA online store.
CEO of DOXA, Jan Edöcs, expressed excitement about this new chapter, stating, "We prioritize sustainable and balanced growth based on our brand identity and strengths. Japan presents a natural demand for our watches, as it has a well-established community passionate about diving culture. We're committed to maintaining our pace while ensuring consistency in our brand values, collaborating with Osawa Shokai to meet the discerning standards of Japanese consumers.
As one of the world's most mature watch markets, Japan's watch aficionados and collectors exhibit a deep respect for quality and detail, cultivated through its rich cultural relationship with the ocean. DOXA recognizes the special status of diving watches among Japanese enthusiasts and aims to meet the high aesthetic and quality standards expected here. The commitment to selective and strict approaches to its brand rollout highlights DOXA’s dedication to preserving its elegant heritage while remaining responsive to ongoing consumer demand.
Diving watches symbolize a spirit of adventure, marking every significant moment of exploration. DOXA stands as a hallmark in this genre of timepieces, with its iconic orange dials capturing attention since their inception. The launch of DOXA watches in Japan not only honors this legacy but also embraces the ongoing adventure that every watch enthusiast continues to seek.
DOXA's journey from its inception to becoming a household name among diving watch enthusiasts worldwide is peppered with significant milestones, particularly the 1967 introduction of the DOXA SUB. As the first serious diving watch aimed at the general market, it integrated revolutionary features such as a unidirectional rotating bezel that aided divers in safely managing ascent times, cements DOXA's position as a pioneer in the industry.
With the impending launch of the new collection in Japan, DOXA remains steadfast in its core philosophy: to offer high-quality watches at accessible prices. The name "DOXA SUB" signifies one of the most iconic diving watches in horological history, and its legacy is sure to thrive for generations to come.
Founded in 1889 in Le Locle, Switzerland, DOXA has a storied history in the watchmaking industry, particularly known for revolutionizing the diver's watch sector. With an impressive heritage that combines tradition and modernity, DOXA has consistently offered high-performance diving watches that cater to everyday use and professional needs alike. The upcoming collection available in Japan will feature models like the SUB 200 and SUB 300, representing the brand's timeless designs and reliable functionality.
The DOXA SUB 200 model features a water resistance of up to 200 meters, brilliantly echoing the 1960s design while modernizing it to appeal to today's diver. It boasts a high-visibility orange dial, along with a unidirectional rotating bezel that allows users to monitor their ascent times safely. This model brings to life the distinctive cushion-shaped case and 'rice-bead' bracelet that has become synonymous with the brand’s identity.
On the other hand, the SUB 300 model is a faithful recreation of the original 1967 design, showcasing a remarkable 300-meter water resistance. Both models are expected to retail between 200,000 and 700,000 yen, and will be distributed through high-end watch specialty stores and Osawa Shokai's direct retail outlets in Tokyo and Osaka, along with the official DOXA online store.
CEO of DOXA, Jan Edöcs, expressed excitement about this new chapter, stating, "We prioritize sustainable and balanced growth based on our brand identity and strengths. Japan presents a natural demand for our watches, as it has a well-established community passionate about diving culture. We're committed to maintaining our pace while ensuring consistency in our brand values, collaborating with Osawa Shokai to meet the discerning standards of Japanese consumers.
As one of the world's most mature watch markets, Japan's watch aficionados and collectors exhibit a deep respect for quality and detail, cultivated through its rich cultural relationship with the ocean. DOXA recognizes the special status of diving watches among Japanese enthusiasts and aims to meet the high aesthetic and quality standards expected here. The commitment to selective and strict approaches to its brand rollout highlights DOXA’s dedication to preserving its elegant heritage while remaining responsive to ongoing consumer demand.
Diving watches symbolize a spirit of adventure, marking every significant moment of exploration. DOXA stands as a hallmark in this genre of timepieces, with its iconic orange dials capturing attention since their inception. The launch of DOXA watches in Japan not only honors this legacy but also embraces the ongoing adventure that every watch enthusiast continues to seek.
DOXA's journey from its inception to becoming a household name among diving watch enthusiasts worldwide is peppered with significant milestones, particularly the 1967 introduction of the DOXA SUB. As the first serious diving watch aimed at the general market, it integrated revolutionary features such as a unidirectional rotating bezel that aided divers in safely managing ascent times, cements DOXA's position as a pioneer in the industry.
With the impending launch of the new collection in Japan, DOXA remains steadfast in its core philosophy: to offer high-quality watches at accessible prices. The name "DOXA SUB" signifies one of the most iconic diving watches in horological history, and its legacy is sure to thrive for generations to come.
Topics Consumer Products & Retail）
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