ZENITH DOXA CATALOG, 1936

Amid the economic turmoil of the 1930s, the Swiss watch industry survived not only through technical daring but also through commercial ingenuity. In Le Locle, the cradle of micromechanics, two neighboring watchmakers—who seemed to have nothing in common—formed a distribution alliance that was as discreet as it was strategic.

On the one hand, Zenith established itself as an unrivaled industrial and international powerhouse, with its pocket chronometers sweeping all the precision awards. On the other hand, Doxa excelled in utilitarian and mass-market watchmaking, famous for its “8 Jours” dashboard gauges—which were fitted to Bugatti race cars—and its rugged, anti-magnetic pocket watches.

Rather than competing, the two neighbors joined forces. Drawing on its vast network of branches and sales representatives around the world, Zenith took Doxa under its commercial wing. In the official catalogs of the brand with the star logo, an entire section was then dedicated to the timepieces of its sister brand, bearing the historic inscription: “Doxa sold by Zenith.”

For the 1930s-era buyer, this partnership offers the best of both worlds in a single display case: Zenith’s ultimate watchmaking excellence side by side with Doxa’s affordable durability. 

This extremely rare catalog bears witness to this; it is in exceptional condition inside, just as it was when it was first published 90 years ago, and features just under 100 models from 1936, with prices listed in francs. And as an exceptionally delicate Art Deco detail, the paper is embossed with a pattern of spiders on a web. 

Publisher: Zenith
Year of publication: 1936
Number of pages: 8-page double-sided leaflet
Dimensions: Height 16 cm, Width 24 cm