Promoting Sikhism and bridging cultural differences through his watches having ‘Khanda,’ a Sikh symbol with double-edged sword representing the belief in one god, as its logo on the dial and crown of his luxury range of watches has become the aim of Australian watchmaker Danny Singh.
Danny Singh, whose business found its name on papers at the end of 2019, is of view that his watch brand "Khanda" is also a form of service to Sikhs from his motherland Punjab.
The Oz Sikh watchmaker's family had migrated after Indo-Pak partition in 1947
and, according to him, the family was involved in seva (voluntary service) and
philanthropy.
About his logo, he said “Nobody has ever chosen the Khanda as their recognized
symbol of excellence. We have started it and are pursuing this forward”.
Claiming that the brand Khanda has already been overwhelmingly well received,
he said “This brand is a tribute to the day Khalsa was founded by the hands of
the legendary tenth Sikh master Guru Gobind Singh.
When asked whether a commercial brand which also promotes Sikhism will help dispel myths about Sikhs' identity due to which they are subjected to hate attacks in several countries, Danny replied “We are Sikhs and have always fought with foreign raiders who had invaded India. We are about doing selfless service to humanity. We will have even served the haters until we make their hate turn to love”;“The love and the adoration which we received have touched and moved us all” he said in an emotive note.
Stating that his company has created something that’s divine for the people, he further claimed that no other brand had such power, culture, pride, history and divinity as a part of it.
In his collection range, he has also brought out the Kaur range,.”This is a homage to the name carried by girls that literally means princess, and I believes that its appeal is cross cultural” adding that the brand would also make people more curious about the Khalsa and help in getting people to understand a bit more about Sikhs.
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