DOXA SUB 250 Ahmed Seddiqi

In the world of collaborative timepieces, certain partnerships feel preordained, born from a shared ethos that transcends mere branding. The union of DOXA, a name deeply respected in the annals of dive watch history, and Ahmed Seddiqi, the foremost purveyor of luxury watches in the Middle East, is one such instance. To commemorate the monumental 75th anniversary of Ahmed Seddiqi, these two family-run institutions have unveiled the DOXA SUB 250 Ahmed Seddiqi, a limited edition of 75 pieces that encapsulates a mutual respect for heritage, craftsmanship, and purposeful design. This is not just a commemorative object, but a thoughtfully executed timepiece that weaves together the legacies of Swiss utility and Dubaian luxury.



The story of DOXA is inextricably linked to the exploration of the deep. Founded in 1889 by Georges Ducommun in the heart of the Swiss Jura mountains, Le Locle, the brand initially established itself by producing dress watches and other timekeeping instruments. However, its trajectory was forever altered in the 1960s. Recognizing the growing popularity of recreational scuba diving and the critical need for a reliable underwater timing tool, DOXA embarked on a mission. The result, launched in 1967, was the legendary SUB 300. This was a watch built from the ground up for divers, introducing radical innovations that would become industry standards.



Among these key innovations were the now-iconic bright orange dial, chosen after extensive testing for its superior visibility at depth, and the patented unidirectional rotating bezel. This bezel featured the official US Navy no-decompression dive table engraved on its surface, allowing divers to calculate their bottom time safely without needing to perform complex calculations. This focus on pragmatic, life-saving functionality cemented DOXA's reputation not as a maker of mere accessories, but as a producer of essential professional equipment. The SUB 250, introduced later in 1973, carried this DNA forward in a slightly different form, preserving the core principles of durability and legibility that defined the brand.



Parallel to DOXA's rise in the world of Swiss watchmaking, another family legacy was being built thousands of miles away. In 1950, Ahmed Qasim Seddiqi laid the foundation for what would become the most influential luxury watch and jewellery retailer in the region. Starting as a single shop in Dubai, Ahmed Seddiqi & Sons grew through a steadfast commitment to service, expertise, and cultivating genuine relationships with both clients and the watchmaking houses they represented. The company's growth mirrored that of the United Arab Emirates itself, evolving into a sophisticated network of boutiques that brought the world's finest horological creations to a discerning clientele.



The Seddiqi family's influence extends beyond retail; they have been instrumental in fostering a vibrant culture of watch appreciation and collecting in the Middle East. Their motto, "Where Legacy Meets Luxury," is not a mere marketing slogan but a guiding principle. It speaks to their role as custodians of horological tradition, presenting centuries of Swiss watchmaking heritage through a contemporary lens of refined luxury. This deep understanding of both the art of the watch and the desires of the modern collector makes them an ideal partner for a brand like DOXA, which itself balances a rich history with modern relevance.



The collaboration for the SUB 250 Ahmed Seddiqi is therefore a meeting of equals. It honors the relationship between the two entities, a bond deepened by its launch during a landmark year for the retailer. As Mohammed Abdulmagied Seddiqi, CEO of Ahmed Seddiqi, notes, the timepiece is a "story of heritage, design, and mutual respect, expressed through detail and craftsmanship." Jan Edöcs, CEO of DOXA, echoes this sentiment, highlighting how the edition captures the essence of what happens "when legacy meets luxury." It is a physical manifestation of a shared vision, a watch that resonates with connoisseurs who appreciate the stories behind the objects they own.



The most immediate and captivating feature of this special edition is its dial. Forsaking the traditional DOXA orange, the SUB 250 Ahmed Seddiqi presents a deep, vibrant cherry red dial. This specific hue was chosen as a tribute to the dynamic energy and the spectacular blazing sunsets over the Dubai horizon. The color is given an incredible depth and life through a sunray finish, which causes the dial to shift and play with the light, moving from a bright crimson to a deeper, almost oxblood shade depending on the angle. It’s a bold choice that immediately sets this watch apart from any other in the DOXA catalog.



Complementing the rich red of the dial are the hands and applied indices, which are rendered in a warm, sand-gold color. This choice is a subtle and poetic nod to the vast desert landscapes that frame the metropolis of Dubai. The contrast between the red and the gold is striking, providing excellent legibility while creating a warm, inviting aesthetic. The broad, rectangular markers and the distinct handset are generously filled with Super-LumiNova®, ensuring that the watch's legibility is not compromised in low-light conditions, staying true to its tool watch origins.



A detail that truly elevates this edition into the realm of the special is found at the 3 o’clock position. While the date window is a standard feature, the date disc itself is unique. For this 75-piece run, the numerals are printed in Eastern Arabic, a detail that speaks directly to the watch's regional tribute. It is a subtle but deeply meaningful touch that will be immediately appreciated by collectors in the region and those who value cultural specificity in design. It demonstrates a level of thoughtfulness that goes beyond a simple color change.



The dial is housed within DOXA's signature cushion-shaped case, a design that is instantly recognizable to enthusiasts. Milled from a solid block of 316L stainless steel, the case measures a very wearable 40.00 mm in diameter, with a lug-to-lug distance of 42.90 mm and a thickness of 11.95 mm. These dimensions, combined with the short lugs, allow the watch to sit comfortably on a wide variety of wrist sizes. The case architecture features sharply defined lines and angular bevels, with a primarily brushed finish that underscores its utilitarian purpose, contrasted by subtle polished accents.



Protecting the dial is a flat sapphire crystal, providing modern scratch resistance and a clear, undistorted view of the time. At the 3 o’clock position, a robust screw-down crown helps ensure the watch’s significant water resistance of 250 meters, or 820 feet. This depth rating confirms that despite its special dial, the SUB 250 Ahmed Seddiqi remains a highly capable and serious dive watch, engineered to withstand the pressures of demanding underwater environments.



The watch is equipped with DOXA’s famous patented unidirectional rotating bezel, a critical safety feature for any dive watch. It allows a diver to track elapsed time, rotating only counter-clockwise to prevent an accidental knock from underestimating the time spent underwater. For this limited edition, the bezel insert is rendered in black, providing a strong frame for the red dial. In another tribute to the collaboration's roots, the bezel markings for the dive time scale are also rendered in Eastern Arabic numerals, mirroring the date disc and creating a cohesive and unique design language throughout the watch.



Powering the SUB 250 is the Sellita SW300, a reliable and respected Swiss-made automatic movement. This caliber is known for its robust performance and is a popular choice for many respected brands. It operates at a modern frequency of 28,800 vibrations per hour (4 Hz), which contributes to the smooth sweep of the seconds hand and enhances its timekeeping precision. The movement contains 25 jewels to reduce friction on key components and provides a very practical power reserve of approximately 56 hours, meaning it can be taken off for a weekend and still be running on Monday morning.



While hidden from view, the movement is decorated with DOXA’s signature finishes, a testament to the brand's attention to detail even in unseen places. The choice of the SW300 ensures that the watch is not only aesthetically pleasing but also mechanically sound, ready to provide years of reliable service whether it's exploring a coral reef or navigating a boardroom meeting. It's a workhorse heart for a watch designed to be worn and used.



Turning the watch over reveals a solid screw-down stainless steel caseback, the final canvas for this collaborative story. It features an exclusive engraving that seals the spirit of the edition. At the center is a large "75," proudly marking the anniversary of Ahmed Seddiqi. Below this, the retailer’s motto, "Where Legacy Meets Luxury," is inscribed, physically connecting the watch to the foundational principle of the partnership. This engraving serves as a constant reminder of the watch's unique origin and its place as a tribute to a remarkable milestone.



Versatility is a key component of any modern watch, and the SUB 250 Ahmed Seddiqi is designed to be adaptable. It is offered with two distinct options that completely alter its character. The first is the classic 316L stainless steel "beads of rice" bracelet. This style of bracelet, with its small, polished center links, is incredibly comfortable and flexible, conforming to the wrist beautifully. It is fitted with a secure folding clasp that includes a practical dive suit extension and is signed with the iconic "DOXA fish" logo.



The second option is a sporty and durable black FKM rubber strap. FKM rubber is known for its high resistance to heat, chemicals, and saltwater, making it an ideal choice for a dive watch. The strap is supple and comfortable for all-day wear and is also equipped with a dive suit extension. The ability to switch between the sophisticated look of the steel bracelet and the rugged, casual feel of the rubber strap makes the SUB 250 a timepiece well-suited for any occasion, from a formal event to an adventurous excursion.



The complete package is a timepiece that draws the eye, not just for its bold visual identity but for the richness of the story it represents. It is a deeply personal interpretation of a modern icon, a celebration of a living heritage shared between a Swiss family-owned watchmaker and a renowned Dubai-based family business. It is a testament to the idea that watches can be built to last, designed for discerning enthusiasts who are as interested in the journey as they are in the destination.



The DOXA SUB 250 Ahmed Seddiqi is a strictly limited edition, with all 75 pieces being individually numbered, ensuring its exclusivity. This special timepiece is available now, offered exclusively through Ahmed Seddiqi boutiques across the region. The retail price is set at AED 12,000.00. For collectors of the DOXA brand, admirers of the Seddiqi legacy, or simply those in search of a unique and meaningful dive watch, this collaboration represents a rare and compelling opportunity to own a piece of shared history.



Case: 316L stainless steel; Diameter: 40.00 mm x 42.90 mm; Thickness: 11.95 mm; Lug width: 18.00 mm; Water resistance: 250 meters / 820 feet; Crystal: Flat sapphire; Crown: Screw-down; Caseback: Screw-in stainless steel.

Movement: Sellita SW300; Type: Swiss-made automatic; Power Reserve: Approximately 56 hours; Frequency: 28,800 vph (4 Hz); Jewels: 25.

Dial: Color: Cherry red with sunray finish; Details: Sand-gold-colored hands and indexes with Super-LumiNova®; Date window at 3 o’clock with Eastern Arabic numerals.

Strap: Stainless steel ‘beads of rice’ bracelet with folding clasp and dive suit extension; Also includes a black FKM rubber strap with a dive suit extension.

Price: AED 12,000.00

Reference Number: 855.10.161.10-SE13

Notes: Limited edition of 75 numbered pieces to celebrate the 75th anniversary of Ahmed Seddiqi. Features a patented unidirectional rotating bezel with Eastern Arabic numerals. The caseback is specially engraved with “75” and the motto “Where Legacy Meets Luxury”.