Welcome to the business of watches, the Houdickey podcast where Herology meets high finance,

we go behind the scenes to explore the economic drivers that make the industry tick.

I'm your host, Andy Hoffman.

This week, we're in Beil or Bien Switzerland, depending on your chosen language,

and we're talking to the CEO of one of our favorite brands at Haudinkie, Doxa.

Doxa has an extraordinary history, and its revival as an approachably priced

dive watch brand with distinctive and unique designs is a blueprint

for the tsunami of brand returns that have followed. Yon E-Dox, an industry veteran, is the man in

charge. He's got a lot to deal with other than churning out super cool dive watches, he's contending with tariffs,

soaring input costs, and the strong Swiss franc, all while trying to expand the brand to

new markets such as Japan. He's taking a unique approach to the challenges, and he tells us how.

But first, we check in with Haudiki deputy editor

Tim Jeffries to talk about some big news in the baseball world with Grand Seiko's signing superstar

Shohei Otani as a global brand ambassador, a truly rare move from the Japan-based brand,

and we try and break down what it all means.

So, Tim Jeffries, deputy editor of Haudinkie. Welcome to the business of watches. This is your first

appearance. Welcome. Long time listener first on caller. It's a pleasure to be here, Andy.

Excellent. It's great to have you. So actually, first, Tim, let's introduce, you know,

for those who don't know you, you're the deputy editor here at Haudenke.

You know, tell us what that means, what your job is every day, what kind of stuff you have

to take care of.

Everybody knows you through Risk Check Wednesday, of course.

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