iW Magazine


Since 1889, Doxa has remained dedicated to sport and adventure. Founder, George Ducommun, recognized the burgeoning automobile industry as a new marketplace for the timepiece. Ducommun's recognition resulted in the development of instrument-panel clocks for cars and, soon there-after, aircrafts. Today, one of Doxa's most revered timepieces is the SUB. Since its initiation in 1966, after diving evolved from a military necessity to a popular sport,  the SUB has been known as an accessible dive watch. Its accessibility and recognizable orange dial propelled it into stardom, particularly after international best-selling author, Dr. Clive Cussler, equipped the main character in the popular "Dirk Pitt" series with the timepiece.

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