As the second-generation custodian of our Australian family business, Adina Watches, I take immense pride in sharing the rich history behind our brand’s logo. This symbol has been synonymous with our iconic Australian identity since our inception. Our story is one of resilience, adaptation, and an unwavering commitment to craftsmanship, values that my father, Bob Menzies, instilled when he founded Adina Watches in 1971.
When we first started, our brand was actually called Rolma. However, in 1973, a Swiss brand took issue with our name, feeling it was too close to theirs. In the face of this challenge, we didn’t waver. Instead, we saw it as an opportunity to redefine ourselves while staying true to our vision. The name Adina was chosen, a fresh identity that would become a hallmark of Australian-made excellence. Yet, through this transition, one thing remained constant—our logo.
Designed with deep reverence for the Australian way of life, the Adina logo comprises two interconnecting circles bisected by a horizontal line. Each element of this design is a tribute to the diverse landscapes and the adventurous spirit that define our country and, by extension, our timepieces.
The horizontal line running through the middle of our logo represents Australia’s vast, flat interior. This unforgiving and breathtaking outback is home to our renowned “Country Master” collection. Built to withstand the toughest conditions, these watches are a testament to durability and reliability, just like those working in these rugged environments. Whether a farmer tending his land under the scorching sun or a miner working in remote locations, the “Country Master” has been designed to accompany you in the harshest conditions of terrains.
Beneath this line, the lower circle signifies Australia’s deep connection to the ocean. With a coastline stretching over 35,000 kilometres, our country has an unbreakable bond with the sea. This is where our passion for diving and exploration beneath the waves comes into play. The lower circle in our logo embodies the marine world, perfectly aligning with our “Oceaneer” and “Amphibian” collections. These watches, engineered for underwater endurance, are trusted companions for divers, sailors, and adventurers who embrace the unpredictable nature of the ocean.
The upper circle in our logo represents the towering mountains that explorers and adventurers aim to conquer. It symbolises ambition, perseverance, and the drive to reach new heights—values that resonate deeply with us at Adina Watches. This design element manifests in our celebrated “Thin Air” collection, a series of timepieces built to endure extreme conditions and accompany climbers to the very roof of the earth. The stories of those who have taken our watches on incredible journeys to the highest peaks testify to our craftsmanship and innovation.
Together, these elements encapsulate everything that Adina Watches represents: strength, endurance, exploration, and an enduring connection to the landscapes that define Australia. Our logo is more than just a design; it is a story woven into our brand’s DNA, a visual reminder of the values that guide our craftsmanship.
For over five decades, we have remained steadfast in our mission to create high-quality Australian-made watches that stand the test of time. We continue to push the boundaries of design and engineering, ensuring that every Adina timepiece looks beautiful and serves a purpose, just like the landscapes that inspired our logo.
The beauty of our logo is that it remains as relevant today as it was when my father first envisioned it. It has become a mark of trust, a symbol of Australian ingenuity and resilience. Whenever someone wears an Adina watch, they are not just wearing a timepiece; they carry a piece of Australia’s spirit with them, whether navigating the vast outback, exploring the ocean’s depths, or reaching for the highest peaks.
At Adina, we are not just telling time—we are telling a story. And our logo, a timeless reflection of Australia itself, is at the heart of that story. After all, just as time never stops, neither does our passion for creating exceptional watches that honour the land, sea, and sky of our remarkable country.
