Editor’s pick — Accessory quick take: key highlight (movement/specs for watches, materials/finish, limited run, pricing tier) in 1–2 lines.
This week on The Business of Watches, a Swiss brand that resonates with much of the Hodinkee community, Doxa. Founded in Le Locle, Switzerland, and now based in Biel/Bienne, it has more than a century of history and is responsible for designing and producing some of the most iconic dive watches ever built. With links to legendary figures, including Jacques Cousteau and author Clive Cussler, Doxa has served as a case study for how to revive, rebuild, and grow a brand by zeroing in on the best parts of its story while keeping prices approachable at a time when the industry trend is tilted very much to premiumization.
Jan Edocs is the executive leading Doxa these days, and in a wide-ranging interview recorded last year, he lays out the brand’s plans for measured but steady growth. Once available only online, Doxa is now in retailers across the U.S., Japan, the Middle East, and Australia, with plans to eventually be in more than 300 retail locations. At a time of cost inflation and tariffs, a significant challenge is keeping prices approachable while telling Doxa’s unique story and history to fresh customers with new products. There are plenty of lessons for how to position a brand and company to weather both the storms and the sunny beach days, where a Doxa might just be the ideal wristwear.
But first, Hodinkee Deputy Editor Tim Jeffreys drops in for his BoW debut. We talk about Grand Seiko’s big move to sign baseball superstar Shohei Ohtani as a global ambassador and what it might mean for the brand.
We hope you enjoy the conversations. There’s plenty of watch business and strategy to discuss. Be sure to leave any thoughts or questions in the comments section, and we’ll do our best to respond.
Want to subscribe so you never miss an episode? This new show is being published to the original Hodinkee Podcasts feed, so you can subscribe wherever you find your podcasts, including Apple Podcasts, Spotify, or TuneIn.
Show Notes
1:30 Tim Jeffreys
4:46 Shohei Ohtani Joins Grand Seiko As A Global Ambassador
7:41 Akio Naito and Munehisa Shibasaki On Grand Seiko In America And The Future Of All Things Seiko (Hodinkee)
10:04 Jan Edocs, CEO of Doxa
11:40 Doxa History
12:56 Jenny Watches may be a Brand you’ve Never Heard of, but it’s left a Significant Mark on Dive Watch History (Monochrome)
14:22 Walca Watches
16:19 Doxawatches.com
21:05 The Incredible Calypso: Jacques Cousteau’s Crazy Exploration Vessel (Calum YouTube)
21:50 Introducing: The Doxa Sub 300T Clive Cussler Special Edition (Live Pics) (Hodinkee)
23:30 The Doxa Sub 200 (Hodinkee)
43:00 CHFxUSD
44:20 Watchmaking in Biel/Bienne (Swiss Tourism)
47:36 The Doxa SUB 250 Ahmed Seddiqi 75th Anniversary Limited Edition (Monochrome)
49:00 Introducing: Doxa Sub 300 Carbon Seafoam Limited Edition (Hodinkee)
1:07:45 The Doxa Sub 200T – A Smaller Take On The Classic Doxa Design
Source: www.hodinkee.com — original article published 2026-03-18 15:00:00.
Read the full story on www.hodinkee.com → [source_url]
