By TLex After seeing the new DOXA Shark Ceramica XL being branded about on a couple of the forums recently, I couldn't resist a second jab at the spurious face of DOXA in Asia. This is not the DOXA brand as we know it, none of legendary SUB models feature in their dubious line up, which includes several rip-offs from Rolex and the like. And the watches will never be available for the likes of us to buy! OK, that's probably a little extreme; the range of watches are in fact available to buy, but only from specialized show-rooms across mainland China, Hong Kong and Taiwan.
The DOXA showroom in Taipei told me that their collection of DOXA watches were only available to tour groups visiting from mainland China. (insert puzzled facial expression) Seems like DOXA have sold their soul, or in this case their name to the devil; don't they know that we're living in a technologically advanced age, where people have access to the internet. Has their prospective market even heard of the legendary DOXA name anyway?! I haven't come across any of the other well-known Swiss brands palming off inferior watch lines to their Asian markets either. Maybe that's because they don't have a suitable brand ambassador . . .
I guess like all great Swiss watch brands (cough-cough) DOXA (in Asia) needed a charismatic ambassador, to help carry its great name! The icing on the cake for me has to be the carefully posed yet somewhat disturbing image of Chinese movie star, Alex Fong Chung Sun (below). There's a better one of him on the DOXA site with a bunch of flowers in hand . . . you can't make this stuff up!
Yet the DOXA Shark Ceramica XL intrigues me. It clearly has no DOXA DNA (that's not necessarily a bad thing) is Swiss Chinese through and through, but it ain't too shabby looking either. Wonder if I'll get to handle one? Click HERE for full details on the forbidden diver . . .