doxa's totally lost the plot

[dinexus]

Clearly the brand was trying to make a statement at Basel with the gold T-Graph, but I'd argue that the statement is "we have no idea what we're doing anymore" or "how much is gold supposed to cost?"





Easily the most baffling watch of the entire show. While I'm bitching about it though, what else could $80k get you?

How about two of these (why not one in rose and one in yellow, eh?):



Uhh... Or maybe two of these (y'know, one for you and one for a friend):



Or hell, how about one of these:



Not practical enough? Ok fine, get one of these:

[matt.wu]

I can see the decision-makers around the table, planning this out. That meeting definitely ended with a, "ehhh, why not?".

[Ruggs]

I can see the decision-makers around the table, planning this out. That meeting definitely ended with a, "ehhh, why not?".

And then a round of shots

[dinexus]

I can see the decision-makers around the table, planning this out. That meeting definitely ended with a, "ehhh, why not?".

"We need to get people talking, even if it means fucking over our base!"

[pbj204]

Doxa's new CEO - Martin Shkreli

[pbj204]

Doxa's new CEO - Martin Shkreli

"Okay guys, let's raise the price 10,000%!"

[tattoo chef]

I just don’t get who their target market was with the gold watch. I don’t see anyone buying an $80,000 Doxa, even if you have the money.


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[CesarG]

It’s not their first gold Sub

[dinexus]

It’s not their first gold Sub

Ohh I know, it's not the material that I take offense to, it's the wholly arbitrary price. I don't honestly think they have or had any intent of selling (I mean, to sell, you have to have buyers) or even producing these – it's just to get people talking.

[toxicavenger]

making sense is not something they have been fond of doing

[CesarG]

Is this any different than automakers creating concept cars?

[four20]

Is this any different than automakers creating concept cars?

Yes. The concept car is designed to push boundaries in design and get consumers excited about future product. This does neither of those things

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[JBZ]

My "exit watch" would be a 40mm Rolex platinum day-date. I could either buy this Doxa or buy the Rolex and have $20,000 left over. So these Doxas have to be massively overpriced. I imagine Doxa just did it to get some press. How many Doxa fans are wealthy enough to afford this watch? My guess is it's less than 13.

I wouldn't be surprised to see them introducing a SS version of this model within the next year. I bet they sell it for $4,000.

[jlswatch]

It can only be done to raise some sort of cache, which seems odd for a company with a rich history. This move seems just poorly planned, they could have approached it in other ways. They seem to have alienated their base and did nothing to bring in new customers, maybe a prince into diving somewhere.. Not likely. Just dumb.

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[AtomicTom]

It really does seem like gold, or even two tone was a big theme this year
at Baselworld Zach. ..Could maybe have seen the gold on a new line of
dress watches from them, or something, and maybe a gold plating so that
it wouldn't be as expensive. ..But guess they just wanted to basically
show what they could do, and have a little fun.

[3migo]

I love the watch, but the price is absurd.

If they had announced a new standard release T-graph at under $5k, it'd have been one of the major hits of the show. Instead they gave us this bizarrely expensive piece limited to 13.

[bedlam]

It can only be done to raise some sort of cache, which seems odd for a company with a rich history.

Sure but the company with the rich history and the company making these decisions have no real connection. They just bought the name.

[Dedalus]

I can see the decision-makers around the table, planning this out. That meeting definitely ended with a, "ehhh, why not?".

And then a round of shots

I think the shots started before the decision making.

[demer03]

Mmmmmm....no

Don’t get me wrong...if it “showed up” I’d wear the heck outta it, but beyond that it’s silly.

[tmw]

I’m waiting to see about new management.

[jlswatch]

It can only be done to raise some sort of cache, which seems odd for a company with a rich history.

Sure but the company with the rich history and the company making these decisions have no real connection. They just bought the name.

Agreed

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[HapaHapa]

Can't get my head around baubles that cost as much as a luxury car.

[Axelay2003]

It’s beautiful. This got a lot of people talking about doxa so it worked, even if they don’t sell one. Pure genius marketing.

[Danny_T]

I hate gold watches. But you know me I like a little bit of colour (ok a lot), but for the fuck sakes love of god why the hell would you put an orange dial with yellow gold ? It looks like vomit

At least they could have made it a shark hunter (black dial) instead ?

This one should be called the Professional Vomit-lung

As they say money cannot buy taste.

I’ll take that Benz please

[Steve O.]

As they say money cannot buy taste.

Uh, huh. That's for sure.