When I Think About Dirk Pitt, I Think About...

Cufflinks?

Courtesy of DOXA

Now, in fairness, maybe there are some folks out there who want these. But please allow me to provide you with some needed context -

When I first launched the Blog Formerly Known as Tempus Fugit, I went to BaselWorld and JCK and multiple brand dinners in Los Angeles. Invariably, there would be swag. More often than not, the swag would be divided by "his" and "hers". If it was Patek Philippe it meant the guys got a tie - which were always very, very nice. If it was Hermes, the guys often got a pocket square. And inevitably, there were the cufflinks. 

Now, beyond that, as someone who used to sell DOXA SUBs on behalf of Synchron in North America, I feel empowered to make the following statement -

The "typical" DOXA SUB customer back in the day (2005 - 2012) was a bit of a stereotype. Having done several events, as well as handling customer service, and writing a lot of the ad copy, I feel confident in this assessment. Almost exclusively men, who (if the Watch U Seek forum was anything to go by) were "manly men" who had they been born at the right time would surely have enlisted after Pearl Harbor, and punched a Nazi out on Normandy Beach. 

Courtesy of DOXA

So thank goodness that DOXA still knows and understands its customer base! 

Now, in fairness, I haven't worked even adjacent to the Jenny's (DOXA company owners) for going on 15 years. And it also seems that they have finally grown their retail network beyond Watches of Switzerland. They have enough SKUs to sink a boat, and if they ever decide to do something beyond a dive watch, who knows?

With that being said, $1,280 for a complete set of DOXA SUB cufflinks ($330 per pair if bought individually) seems a bit hopeful. With that said, I do know that there are guys out there who probably had Dirk Pitt tattooed somewhere on their person, and maybe even the Jenny fish logo, so perhaps there is a market...

A funny side story, I had worked HARD to get a one page feature in what was at the time the equivalent of The Rake, Men's Vogue. I was actually really proud of this because it was not an easy thing to get done. And my boss almost scuppered the whole thing as he tried to get the writer to add 1000 words to a 300 word piece. So I posted an image of the story on the DOXA forum and the "He Men" came out in droves! Comments like:

"Men's Vogue? Better check your man card! Haw-haw!"

A lot of years have passed, and with only a pistachio dialed SUB waiting to be released, the Jennys have certainly taken it farther than we were ever allowed to go. But this latest salvo, to be honest, I just don't know. But for those die-hard DOXA guys out there who need something to help dress up their "formal" t-shirt, it's nice to know that they'll have options...