DOXA runs Shopify Plus stores in Asia, Europe and the USA. We built the platform so that a complex product structure - series, limited editions and variants - can be understood quickly and so that the strong brand position is carried through consistently across all markets.
Challenge
DOXA Watches is a Swiss watch brand with a strong brand core: diving watches with history, precision and a loyal international community. The brand sells directly through its own shops in Asia, Europe and the USA.
The challenge: a complex product structure - various collections (SUB 200 to SUB 1500T), Limited Editions, Retail Exclusives, variants by dial, material and strap - must be easy for users to grasp quickly. At the same time, the shop must not feel like a generic online catalogue, but must reflect DOXA's brand position and history.
Solution
Shopify Plus Multi-Market
DOXA operates separate Shopify Plus stores for different markets. We have ensured the brand experience is consistent across all stores – while range, prices and payment methods are adapted to each market.
Complex product structure, easy to navigate
The DOXA collection includes over 15 series, plus limited editions and retail exclusives – each with multiple variants. We structured the product hierarchy so watch enthusiasts can quickly find what they are looking for: clear navigation by collection, an understandable variant selection, and product-specific technical information without information overload.
Brand, not catalogue
A Shopify store for premium watches risks looking like a generic product catalogue. At DOXA, we aligned the design consistently with the brand positioning: the adventure DNA, the history of the dive watch, the connection to legends such as Clive Cussler. Product presentation, storytelling pages and imagery work together so the store convinces as a brand experience – not just as a sales channel.
Area:
E-commerce
Technologies:
Digital marketing
,
Shopify
Outcomes
Shopify Plus across three markets (Asia, Europe, USA)
Complex product structure across 15+ ranges and limited editions, easy to navigate
Consistent brand experience across all markets
Strong brand positioning despite a complex range – no generic catalogue
Product presentation that reflects the brand value