Again, we might say the same of Doxa dive watches, which were wildly innovative in the 1960s and 70s, sputtered creatively during the 1980s and early 90s, and then slowly rose to mainstream popularity starting in 2002 when dive watch aficionado Rick Marei began relaunching limited editions of Doxa's licorice-flavored dive watches. Recently, the Grateful Dead has gained a huge mainstream fanbase in a totally unexpected comeback. For decades, we could have said the same of Doxa dive watches, which have always looked as odd as licorice tastes and drawn fanatical dedication from the margins. Jerry Garcia once said that the Grateful Dead were like licorice: not everyone likes it, but those who do really like it. Welcome to Brand Breakdown, a series of comprehensive yet easy-to-digest guides to your favorite companies, with insights and information you won’t find on the average About page.
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