The brand was started in 1971 by watchmaker and current managing director Bob Menzies in response to demand for watches that would withstand the rigors of the Australian way of life.

The brand has grown from 3 models in the collection to over 600 with 20 employees, over 50% of whom are watchmakers or watchmakers apprentices.

Adina's Mission is to build an ICONIC Australian Brand that follows in the footsteps of Akubra, RM Williams and the like. The backbone of the brand is Quality, Style and after Sales Service.