Doxa has been just about as famous for orange as Kia Ora fruit juice since it first used the color on its SUB 300 dive watch launched in 1967.
Back then, orange was used to make the tool watch bright and legible underwater, but it has since become a hot style on land as well.
The flash of a Doxa became a familiar sight in the late 1960s, when Jacques Cousteau wore them while filming his Undersea World documentaries.
This year it is going further, with a range of SUB 300s in six colors: orange, silver, black, blue, yellow and turquoise.
Each comes with the choice of a rubber strap or steel bracelet, creating a range of 12 styles.
The 42.5 watches may look playful, but they are still rated water resistant to 300 metres and kept accurate by a COSC-certified ETA 2824-2 automatic chronometer movement.
They go on sale today for CHF 2,490.