Innovation First

This is our mission. It isn’t just a cool slogan or something an ad agency came up with. It’s our heart and soul. It’s the thread that runs through everything we do. It means that day in, day out, people are thinking, designing, building, and testing the products that make diving better. Our team doesn’t just use our products; they feel responsible for them.

Today, the people of Oceanic have created an innovative environment that our customers – each of you – can count on to offer the diving products and services you need and want at prices you are willing to pay… a company leading the dive industry into the future.

Our commitment does not end when you buy an Oceanic product. Long after the initial sale, we provide prompt and professional after-sales service to keep your gear working well and looking good… for a very long time.

There is no shortage of diving manufacturers that want your business. There is however, a shortage of manufacturers that wake up each day thinking of ways to better serve you. In fact, there’s just one.

Thank you for your support, we look forward to seeing you in the water.

Bob Hollis

Bob Hollis, Founder


AUP founder Bob Hollis took up scuba diving in the late 1950’s when recreational diving was still in its infancy. His love for diving soon led to a keen interest in underwater photography, a hobby that required him to create his own specialized equipment. With a degree in mechanical engineering, it was natural for Hollis to start designing and manufacturing underwater camera and strobe housings in the machine shop behind the Anchor Shack, the retail sporting goods store he’d opened in Hayward, California in 1965. Before long, divers and others were asking Hollis to make equipment for them, and a successful mail order business had begun.

In 1972, Hollis founded American Underwater Products, doing business as Oceanic. The company started out with a dozen diving products, including the Anchor Shack’s photo line. After four years, Hollis took a big leap forward when he acquired Farallon, a manufacturer in nearby Belmont. That acquisition instantly gave Oceanic a full line of diving equipment, with an innovative line of instrumentation products. “I saw digital instrumentation as the key to the future of diving,” explains Hollis. “Divers need to quickly and accurately calculate many variables, such as their depth, safe dive times, and decompression requirements to avoid the bends.” After the acquisition, Oceanic went to work researching and developing radically new instruments. In 1981, the company introduced the DataMax, the first mechanical depth gauge with automatic digital timer. The product was an instant hit and propelled Oceanic to the forefront of dive equipment suppliers.

In the early 1980s, Hollis helped introduce the concept of an electronic dive computer to the industry. These sophisticated instruments track, calculate, and display a wealth of critical information for divers, including dive time and depth, ascent rate, air consumption, nitrogen absorption, and other essential information needed to dive safely. The dive computer revolutionized diving safety and is considered a mandatory piece of equipment for all divers.