Message From Doxa

Discussion of Doxa watches.
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mattcantwin
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Message From Doxa

Post by mattcantwin » Thu Sep 16, 2021 6:32 am

Just saw this message from Doxa on WUS.

Not sure what prompted this; guessing it's the frequent claims DOXA is not a Swiss company.

Glad to see a non-LE DOXA Army is in the works.



Dear Fans,
Dear Community,

DOXA very much values its end-customers, and is working with the discretion that comes from having earned its place in watchmaking industry. We don't often intervene on the forums, because we respect too much the freedom of this dialogue space. Additionally sometimes the comments are even more of a stimulus to listen, and to take care of the development of our watches as well as our customers.

In the last few days, some false information has been circulated, even some speculations. We simply decided to respond to you directly, humbly to correct some posts.

We are exactly 42 people at DOXA only today, in the HQ Switzerland in Biel/Bienne, and in our direct subsidiaries in the US such as Germany. More own subsidiary openings are in firm planning to be closer to our customers and to offer them the best possible service. DOXA is still independently 100% owned by the Jenny Swiss family in its second generation over 24 years, which also owns Walca for almost 5 decades. Both companies are developing and acting independently, driven by the same values of honesty and long-term vision. For the past 2 and a half years, we have been working hard to give back visibility to the brand, which deserves it because of its rich history and to make it step by step more accessible and legitimately growing to a larger audience which is really working well. Our watches are more and more known and recognized, as shown by the more than 200 press articles that are visible on the site (and there are still 300 to be loaded). The opening of very selective points of sales is also in strong growth, as shown by the store locator on the website. It indicates nearly 30 new points of sales opened in just two years to be exclusively present also in the needed offline market for a possible touch and feel. And we always favor the best boutiques with the best advice, to present our watches to the customers. While the development strategy for our new products is already clearly defined until the end of 2023, we are above all guided by an open, global well thought approach. This is also reflected in the launch plan for the future DOXA Army. We are not interested in launching just a limited edition online. We are always thinking inclusive and to combine it with physical launches in the markets. Only the COVID pandemic thwarted our plans due to still impossible travels especially into the US for the DOXA HQ team such as living legends in Switzerland and we had to adapt.

If you still have any doubts about the facts we have just shared with you, we cordially invite you to come and see us at our HQ in Biel/Bienne, Switzerland. We will be very happy to welcome you there, so that you can see what an authentic Swiss hive we are. We try to give the best of ourselves every day, and to make the best watches for our clients.

We hope that you have taken the time to read these few lines to get a better idea of the reality of DOXA.

Best wishes,
The DOXA Team
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HapaHapa
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Re: Message From Doxa

Post by HapaHapa » Thu Sep 16, 2021 6:52 am

Come pop by for an espresso? I need to take more side trips like that.
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Re: Message From Doxa

Post by Ryeguy » Thu Sep 16, 2021 6:55 am

:shrug:

I don't get it. That's a lot of words, but no real message.

Given that Synchron, and now Maranez, have both released a Doxa Army "homage", it seems kind of pointless for Doxa to actually release one now IMO. I'm happy enough with my Synchron version to not want to spend 2X $ on another just because it says "Doxa" on the dial.

FWIW, the Synchron Military could've certainly been my "gateway" into the Doxa fold (as ironic as that sounds given the personas involved). I really like the cushion case shape and could absolutely see myself getting a Carribean 300T. I just need to justify the investment versus my pragmatic side saying it is priced about $500 too high.

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Re: Message From Doxa

Post by pbj204 » Thu Sep 16, 2021 7:07 am

42 people in Switzerland - corporate, assembly. etc. 100 people in China making the cases? Website says " 100% hand assembled in the heart of Switzerland." They never say machined in Switzerland. Not that I care, but I wonder if that's what they're trying to talk around.

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Re: Message From Doxa

Post by BBK357 » Thu Sep 16, 2021 7:22 am

It’s nice to see a company be transparent with their customers.


But most importantly- I’m excited about the Doxa Army.
Maybe the price will be competitive with the Synchron Military?
If I can’t snag a Military I’ll wait and see what the pre order price is for an Army.

My only experience from ordering directly was in 2016 I ordered the vintage sub 300 Sharkhunter and they offered a nice pre order price.

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Re: Message From Doxa

Post by BBK357 » Thu Sep 16, 2021 7:23 am

Aren’t most cases machined in China? For a lot of companies ?


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Re: Message From Doxa

Post by Ryeguy » Thu Sep 16, 2021 7:46 am

BBK357 wrote:
Thu Sep 16, 2021 7:23 am
Aren’t most cases machined in China? For a lot of companies ?


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Yep - I think this is accurate.

I remember talking to Dan from OWC and he mentioned he could have his watches assembled in Switzerland for about $30 (20CHF) per watch. There are a number of contract watch assembly shops in the area. You have the cases cut in China, then have them drop shipped to your Swiss assembly contractor, throw an ETA or Sellita movement in it, and you have a "Swiss Made" watch.

My strong suspicion is most of these mid-tier micros (Synchron, Doxa, Squale, Steinhart, etc.) are a business of only a handful of direct employees with the of them focused on marketing and with maybe a few watchmakers (for customer service work) on staff. 42 employees actually seems "heavy" to me. The actual manufacturing of production watches is likely 100% outsourced, with likely Chinese manufacturing and Swiss assembly (to validate the "Swiss Made" label).

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Re: Message From Doxa

Post by kfalk » Thu Sep 16, 2021 8:02 am

Believing in “Swiss made” is like believing Velveeta’s real cheese.
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Re: Message From Doxa

Post by streetracer101 » Thu Sep 16, 2021 9:04 am

I thought Synchron was Doxa. Did the military already drop? Site says it is sold out.

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Re: Message From Doxa

Post by BBK357 » Thu Sep 16, 2021 9:45 am

kfalk wrote:Believing in “Swiss made” is like believing Velveeta’s real cheese.
Lol.
I hate velveeta AND American cheese!

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Re: Message From Doxa

Post by BBK357 » Thu Sep 16, 2021 9:50 am

streetracer101 wrote:I thought Synchron was Doxa. Did the military already drop? Site says it is sold out.
You’ve been huffing too much gunpowder …

https://www.thedivewatchconnection.com/ ... hp?t=72093

I NEED a black one.
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Re: Message From Doxa

Post by streetracer101 » Thu Sep 16, 2021 9:59 am

BBK357 wrote:
Thu Sep 16, 2021 9:50 am
streetracer101 wrote:I thought Synchron was Doxa. Did the military already drop? Site says it is sold out.
You’ve been huffing too much gunpowder …

https://www.thedivewatchconnection.com/ ... hp?t=72093

I NEED a black one.
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Fair point. With watches and knives dropping constantly, it's hard to keep up. I was able to snag a CKF FIF20 yesterday :headbang:

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Re: Message From Doxa

Post by rockmastermike » Thu Sep 16, 2021 12:39 pm

Saw a fan made mock-up the Doxa Army using the same Aubrey case used for the Time Tide release.

I admit, I liked it, as I had an old Aubrey 600 from Demer awhile back.

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Re: Message From Doxa

Post by BBK357 » Thu Sep 16, 2021 1:53 pm

rockmastermike wrote:Saw a fan made mock-up the Doxa Army using the same Aubrey case used for the Time Tide release.

I admit, I liked it, as I had an old Aubrey 600 from Demer awhile back.
Any pics you can post ?


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Re: Message From Doxa

Post by mattcantwin » Thu Sep 16, 2021 2:00 pm

BBK357 wrote:
Thu Sep 16, 2021 7:22 am


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Great shot. :thumbsup:
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Re: Message From Doxa

Post by JP Chestnut » Thu Sep 16, 2021 2:01 pm

I'd love to see all their production equipment located in that HQ.

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Re: Message From Doxa

Post by JP Chestnut » Thu Sep 16, 2021 2:03 pm

BBK357 wrote:
Thu Sep 16, 2021 7:23 am
Aren’t most cases machined in China? For a lot of companies ?


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I'd say the vast majority of case blanks are made in China. Some of the better brands probably machine somewhere besides China. A lot of brands probably just get their OEM to do everything.

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Re: Message From Doxa

Post by rockmastermike » Thu Sep 16, 2021 2:45 pm

From Facebook

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Re: Message From Doxa

Post by JP Chestnut » Thu Sep 16, 2021 2:56 pm

^^^ I like that.

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Re: Message From Doxa

Post by demer03 » Thu Sep 16, 2021 5:50 pm

I will buy a Doxa Army, when it’s released.
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Re: Message From Doxa

Post by BBK357 » Thu Sep 16, 2021 7:22 pm

It looks nice but I like the Military case better.


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Re: Message From Doxa

Post by toxicavenger » Thu Sep 16, 2021 7:30 pm

that was a long message from doxa that had no real info. i didn't expect any different. seems like they are more up front than the 2 guys in the basement club.

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Re: Message From Doxa

Post by tmw » Thu Sep 16, 2021 7:34 pm

It seems like it is always the same people who complain about history, how great it used to be, make Adobe mock-ups, and enable third party solutions and mods (dials, etc).
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Re: Message From Doxa

Post by bedlam » Thu Sep 16, 2021 7:54 pm

If they just admitted to 'Swiss assembled' there would be no argument.

The claim they support free discussion is a little hilarious...they would be responsible for more banning's from WUS than just about all the other watch companies combined.

At least they have dropped the whole 'we are not Synchron' lie.

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Re: Message From Doxa

Post by kempoman » Thu Sep 16, 2021 10:45 pm

I don't get Doxa message. What was the false info circulated when they quote," In the last few days, some false information has been circulated, even some speculations."
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