Welcome to Brand Breakdown, a series of comprehensive yet easy-to-digest guides to your favorite companies, with insights and information you won’t find on the average About page.
Jerry Garcia once said that the Grateful Dead were like licorice: not everyone likes it, but those who do really like it. For decades, we could have said the same of Doxa dive watches, which have always looked as odd as licorice tastes and drawn fanatical dedication from the margins.
Recently, the Grateful Dead has gained a huge mainstream fanbase in a totally unexpected comeback. Again, we might say the same of Doxa dive watches, which were wildly innovative in the 1960s and 70s, sputtered creatively during the 1980s and early 90s, and then slowly rose to mainstream popularity starting in 2002 when dive watch aficionado Rick Marei began relaunching limited editions of Doxa’s licorice-flavored dive watches.
It took well over a decade for these 21st Century Doxa SUB reissues to transcend their niche and become widely popular, this in no small measure due to the contagious passion of James Lamdin of Analog/Shift and of Jason Heaton of The Gray NATO, HODINKEE, Gear Patrol and more. These two influencers, along with Marei, turned a hell of a lot of people onto Doxa divers. (Marei is no longer with Doxa, however, and over the past few years the company has reconfigured the Doxa catalog around a more conventional approach.)

Today’s Doxa divers range from relatively accurate recreations of sixties models to some new affordable offerings, all-carbon divers, and interesting chronographs. Those in the know prefer the accurate reissues over all else, largely because they’re the original designs and, importantly, because those older styles often include the patented, dual-scale diving bezel. (This, when used in conjunction with the US Navy’s dive tables, provided an easy way to calculate off-gas intervals between dives.) This technology is entirely unnecessary in the age of dive computers, but it is an absolute must for hardcore fans of the original Doxa SUBs.