As a result, the bright orange dial came into being, giving Doxa its iconic signature look. The team’s significant step came to light with the choice of color for the dial.įollowing a host of underwater tests and studies of light underwater, Doxa decided to roll down on the black dial for better readability. The newly designed case passed tests to a depth of 300 meters and became the critical platform for the Doxa SUB 300. To better the diving watches of the time, Doxa developed a watch case from a solid block of stainless steel, giving it complete water tightness. This project also included the legendary French Naval officer, conservationist, innovator, filmmaker, and sea researcher Jaques-Yves Cousteau.
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Understanding the complexity, Doxa set up a team that included professional divers like Claude Wesley. At the time, diving watches commanded rather high prices and were mostly dedicated to professional and military use.Īs a result, Project SUB was born in 1964. The head of product development at Doxa saw potential in a dependable and affordable timepiece, purpose-built for divers. Likewise, in the following decade, the ‘SUB’ collection was released to great success. The brand had produced an instant classic. The new release garnered great adulation and acclaim. Doxa launched the Bauhaus-inspired ‘ Grafic‘ collection, a minimalist dress watch. As a result, they opened up to a broader customer base.ġ957 marked a significant year in the brand’s history. In other words, the brand now looked beyond just travel and sports. The young leader looked toward innovation and technologies like alarms, ring-watches, date pointer, and a jumping second hand. Jacques himself came from a family renowned for watchmaking, his grandfather was Ulysse Nardin. Following the founder’s death, his son-in-law Jacques Nardin took over the reins of the company. The stature of Doxa continued to rise through the early decades and so did the founder’s legacy. Post-1936: The Era After Georges Ducommun Consequently, this marked the brand’s foray into rugged and precision-focused watches. After that, Doxa’s timepieces found themselves in the instrument panels of ships and aircraft too. Legendary racing brand Bugatti incorporated Doxa’s patented design as standard in all its racing cars, and soon other racing teams followed suit. Georges took it upon himself to find a creative solution and in 1908, filed a patent for the ‘8-Day Doxa Caliber’. Above all, these miniature clocks had to be robust, reliable, and come with sufficient power reserve. During the early 1900s, endurance racing was in vogue, and teams were on the lookout for a dashboard-mounted timepiece. Success has always fueled further innovation at Doxa, and Georges soon set his eyes on the world of endurance racing. First, the World’s Fair held in Liege, Belgium honors the Doxa pocket watch, and then, the anti-magnetic Doxa claimed the gold medal at the following World’s Fair held in Milan, Italy. The early 1900s: Initial Yearsġ9 mark immense importance as Doxa won prestigious awards.
Consequently, word of the brand spread well beyond the town of Neuchatel and soon beyond Switzerland. As a result, the brand is born, “Georges Ducommun, Fabriques Doxa.”ĭoxa quickly earned quite a reputation for its build, components, value, and remarkable artistry. Subsequently, he sees potential in a new brand that could offer his quality of watches. For instance, accounts of Georges traveling twenty kilometers on foot for watch deliveries are a testament to his passion.ĭuring his initial years as an independent watchmaker, Georges constantly worked towards bettering the components of his watches. In no time, the young watchmaker gains attention and a good reputation for quick service, attention to detail, and ingenuity. Starting from the workshop in his backyard, Georges at 21, sets up his business. Meanwhile, with every timepiece Georges creates, his passion, skill, and vision for the craft grow. Aged just 12, he was already contributing to the family’s livelihood. One amongst 13 children, Georges Ducommun began his journey early as an apprentice with a local watchmaker. His early days as a young and enthusiastic watchmaker began in Le Locle, a small-town high up in the Jura Mountains of Switzerland. The founder’s story precedes the origins of the brand.
1.4 Post-1936: The Era After Georges Ducommun.1.1 Georges Ducommun: The Spark of a Vision.
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