Japan, Mexico, Thailand! DOXA Continues Its International Expansion

DOXA announces its official entry into three new strategic markets: Japan, Mexico and Thailand. This major milestone in the Swiss brand’s international development further strengthens its presence in regions whose culture is shaped by the sea, and where a passion for marine sports and an appreciation for technical dive watches create a natural affinity with the DOXA universe.

Jan Edöcs, CEO of DOXA, comments: “DOXA’s international expansion is being built carefully and deliberately. We are not pursuing accelerated growth at any cost, but rather measured development aligned with our identity and capabilities. Japan, Mexico and Thailand are markets where demand for our watches already existed — driven by a genuine water-sports culture and a strong community of authentic dive watch enthusiasts. We are moving forward at our own pace, partnering with solid distributors to preserve the brand’s integrity while responding to genuine and sustainable interest.”

Since its founding, DOXA has maintained a close bond with the underwater world. The SUB collections embody an authentic vision of the dive watch — born of professionals’ needs and later embraced by informed enthusiasts. Today, the brand enters three markets where the sea — whether ocean coastlines, tropical archipelagos or iconic shores — shapes both lifestyle and the collective imagination.

Japan – a connoisseur’s market, demanding and passionate 

Japan is one of the most refined watch markets in the world. Collectors cultivate a true culture of detail, precision and brand heritage. In a country bordered by the Pacific Ocean and steeped in maritime tradition, the dive watch holds a special place. DOXA has partnered with J. Osawa Group to oversee distribution and development in Japan, adopting a rigorous and selective approach in line with the market’s exacting standards.

Noriaki Kurosaka, Director & President of J. Osawa Group Co., Ltd, states: “We are honored to introduce DOXA to Japan. The brand’s authenticity, its diving heritage and its strong identity resonate naturally with Japanese collectors, who are particularly sensitive to technical integrity and horological history.”

Mexico – a dynamic territory connected to the sea 

With thousands of kilometers of coastline along the Pacific Ocean, Sea of Cortez, and the Caribbean Sea, Mexico has a culture deeply connected to the sea and water sports. Iconic destinations such as Cozumel and the Riviera Maya make it one of the world’s leading diving locations.

To support its entry into this fast-growing market, DOXA has partnered with Mondo Orologi, a Mexico City–based distribution company recognized for its expertise in developing premium and luxury brands. In collaboration with the renowned department store Liverpool, DOXA will benefit from strong visibility among discerning enthusiasts.

Mark Lewis-Jones, Partner at Mondo Orologi, comments: “In collaboration with Liverpool, we are delighted to introduce DOXA’s iconic Swiss timepieces to the Mexican market and its passionate watch community for the first time. We anticipate an excellent response from our clientele.”

Thailand – the call of tropical seas 

A major international destination for diving and water sports, Thailand offers a natural environment that is perfectly attuned to DOXA’s DNA. Each year, the waters of the Andaman Sea and the Gulf of Thailand attract enthusiasts from around the world.

DOXA enters this market alongside a partner of choice, Précieux Thailand, a respected distributor of high-end watches known for its carefully curated selection and customer-focused approach.

Marcel Gut and Ravis Haetanurak, representing the management of Précieux Thailand, comment: “DOXA embodies the authentic spirit of the dive watch. In a country where the sea is an integral part of everyday life, we are confident that the SUB collection will naturally resonate with clients who are passionate about water sports and fine watchmaking.”

A natural alignment 

By establishing a presence in Japan, Mexico and Thailand, DOXA is doing more than expanding its distribution footprint. The brand is strengthening its position in regions where a maritime culture, a passion for diving and an appreciation for authentic tool watches create markets that are inherently receptive.

True to its positioning — technical excellence, diving heritage and competitive value — DOXA continues its global development with strong partners who share the same commitment to credibility, transparency and performance.

For more information, please visit doxawatches.com