An encouraging Baselworld, filled with an “excellent response from customers and the media,” means Doxa Watches has set its sights international redeployment, including a focus on the brand’s presence in the US.
The first stage of the relaunch will see all Doxa brand activities fully managed from Switzerland, in a move to make a more streamlined, consistent and organisation process.
With regard to distribution, all markets, without exception, will operate and grow under the direct responsibility of the General Management in Switzerland, which will ensure consistency and cohesiveness across all activities.
The brand’s presence in the United States, historically a key market, will then be significantly reinforced with the opening of a North American (Canada and USA) subsidiary in Boca Raton, Florida, and the recruitment of a team entirely dedicated to the brand.
Building on the redeployment in North America market, Doxa Watches will consolidate the English-speaking market universe by opening two new distributorships; in the UK and Australia.
The brand says its existing presence in Hong Kong and China, as well as in Central Europe, Poland, Romania, Bulgaria and Hungary, will enable Doxa to further capitalise on what’s been achieved so far.
It also plans to reinforce its position with a dedicated organization in Germany to facilitate direct access to European customers.
The new direction comes after success of the products launched at Baselworld 2019.
Doxa says the response has accelerated the major overhaul in recent months.
Additionally, to address the changes made on the marketing front, it has introduced a new international identity, ensuring a clear, crisp and consistent brand image throughout the world.
It will have a new logo, new communication campaign, a new website and new social networks.