With a focus on special editions and gender-neutral timepieces, CEO Adrian Bosshard says India will continue to be an important market
Adrian Bouchard sits comfortably in his office in Langnau, Switzerland. Behind that is an artwork from the Swiss Alps, and in front is a selection of Rado watches. One of the integral collections that his wife gifted him 30 years ago, and a new model from the Captain Cook collection that he wears daily. Both highlight the Swiss brand’s high-tech ceramics, which, as they say, are “a material that is thoroughly proven as we see more and more brands like Blancpain, Omega, Longines, Hublot using it.” are starting”.
The CEO says this is a sign that the material has huge benefits. “As Master of Materials, Rado has the highest level of experience in this area, and we are one step ahead in using it,” he adds, adding that the brand is currently focusing on new colors, though R&D continues. “Like a game, when you’re winning, you can’t stop and rest, you have to work to stay on the winning level.” The former motorcycle racer would know for sure.
Colors have found their way into new pieces, such as the recently released True Square designed by multi-disciplinary artists Thukral and Tagra. Last year, Rado worked with five artists/designers on the collaboration, although, going forward, they plan to do it twice a year to “celebrate collaboration and communicate it on a larger scale.”
India ahead
In India – where Rado recently completed 10 years of its association with brand ambassador Hrithik Roshan – it continues to maintain its popularity. “In our price segment [the entry level is around ₹60,000, falling into the premium bracket], Rado is the strongest; This gives us a lot of hope and ambition to maintain our strong presence in the country,” says Bosshard. Recently, the brand was in the news bahubali Star Prabhas gifted a Rado watch to his team members after wrapping up the shooting of his first Bollywood film. Lone man,
no second hand charms
- Across the world, luxury watch brands are taking keen interest in the secondary market. But the Rado is an exception – as market research has shown most people keep their Rado watches on hold. “The demand will be there,” Bosshard says, as he picks up the integral clock. “But the offer to sell such watches will be limited.” So Rado is focusing on new designs.
Stating that India is a significant market (in the top three), he says, “We have an amazing market share in gents watches, and we are also seeing a significant potential for women’s watches. And if this section is developed, we believe that a true female testimonials [brand ambassador] Could be a good opportunity.” Looking at the current trends, she believes there is a definite move to break into the segment that defines men’s and women’s watches. “More and more women are buying bigger gents watches. The recently launched 43mm Captain Cook (₹2.78 lakh) is the favorite of the moment. Rado is also investing in limited-run, special-edition watches that will be on sale for six months to a year – World Tennis Number One, a collaboration with Ashleigh Barty, was released last December.
Meanwhile, Rado’s success in India translates into better visibility and ability for the watchmaker to communicate with its customers. Internationally, there is a push towards lounges that educate and serve as brand immersion points, here Bosshard says, “We intend to improve the quality of stores to strengthen mono-brand boutiques. ” With a push toward more brick-and-mortar boutiques, they plan to increase the number (from the current 27) over the next two years.
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