Rado is making impressive strides in the luxury watch industry, and when their CEO, Adrian Bosshard, visited Kuala Lumpur for the launch of a new boutique, we seized the opportunity to engage him in conversation over a delightful cup of coffee.
Rado’s love affair with ceramic is well-known. Today, the brand’s entire identity revolves around this fashionable material. What sets Rado apart from its competitors, who are just now catching onto the advantages of scratch-proof, hypoallergenic, and corrosion-resistant ceramic, is that Rado has been a pioneer in its use for quite some time. During our conversation with Adrian Bosshard, it became clear that experience is invaluable, allowing Rado to leverage this material in ways others simply can’t match.
For many years, Rado’s signature ceramics and sleek, minimalistic designs were the foundation of its appeal. Today, however, we’re pleased to share that Rado has significantly broadened its portfolio. The recent relaunch of the Captain Cook model has established a solid base for another brand pillar, inspiring Rado to dive deep into its archives and breathe new life into classic pieces. The DiaStar Original in Ceramos is a standout, and the revival of the Anatom provides an exciting glimpse into the brand’s rich heritage.
Under Bosshard’s leadership, Rado has also expanded its presence and visibility in Malaysia. A memorable moment was when the brand hosted Korean superstar Ji Chang Wook for the Pavilion KL boutique launch. Recently, they opened another boutique at The Exchange TRX. With so much activity at Rado, we decided it was the perfect moment to take a breather with Bosshard and discuss the brand’s future direction.
“Personally, I really believe that other brands, luxury brands which are in different price segments, using ceramic is a compliment for Rado. It is underlining that we are doing something right”
You have been with Rado for, what is it, four years now?
That’s right, I’ve been with Rado for four years. I joined on July 1, 2020, after spending 24 years with the Swatch Group, where I managed brands like Certina and Union Glashütte and coordinated efforts for the Swiss market and Eastern Europe. I wore many hats, but given Rado’s stature as a global brand, I wanted to focus exclusively on it.
Having now moved to Rado, what are the few things you noticed that are different between Rado and brands like Certina and Union Glashütte?
As the CEO, it’s essential to embody the brand’s philosophy and act in alignment with its values. Certina is positioned as a sporty brand within the mid-price segment, while Union Glashütte embodies classic German watchmaking principles. In contrast, Rado stands out as a pioneering brand known for its mastery of innovative materials and compelling designs that are entirely unique. Other brands may draw inspiration from their peers, but Rado relies on its distinct technologies, allowing us to create watches that truly set us apart. The biggest divergence for me has been the scale. Both Certina and Union Glashütte operate internationally but with a more limited reach, while Rado has a truly global presence.
There was a time when Rado was one of the only brands to use ceramics. In the last five years, however, there has been a growing number of brands, some at much higher price points that are using and developing the ceramic material as well. Is the future of Rado in jeopardy?
I genuinely feel that the increasing number of other luxury brands incorporating ceramic into their designs serves as a compliment to Rado. It highlights that we are indeed doing something right. We pioneered the introduction of ceramics in 1986 with models like the Integral, followed by the Coupoule and Ceramica. The unique properties of this material — scratch resistance, lightweight, and aesthetic appeal — justify why other brands are eager to include it in their own collections.
However, because Rado has decades of experience in working with ceramic, we possess a heritage that guarantees an experiential advantage. For instance, our ability to produce a wide range of colors is unparalleled. The Le Corbusier model serves as a prime example of our ability to achieve various hues at a consistent level of quality. Additionally, we offer fully ceramic watches at a price point that is hard to beat. We have the expertise to explore endless color possibilities. Don’t forget, we also have materials like Ceramos in our DiaStar collection, which remains popular here in Malaysia.
With our DiaStar model, our experience also proves beneficial. Previously, creating the DiaStar at this price point required hard metals, but now we can produce it in Ceramos too, resulting in a lighter, more durable option with superior wear comfort, mirroring the advantages of high-tech ceramic. This flexibility is part of our competitive edge.
Rado has just launched its new facility in Switzerland. What would you say will be the advantages for the brand now that it has these new capabilities?
The new facility brings three significant advantages. When I first joined Rado, I mentioned to Mr. Hayek that the materials were our greatest asset. The first advantage lies in the volume and quality of production. We can now scale up our output while maintaining our commitment to quality. Secondly, this facility enhances our material development resources. Most components produced here are tailored for Rado, with only a few bezels designated for Longines, meaning our staff is primarily focused on Rado. This synchronization greatly aids our R&D efforts. Lastly, these new facilities provide a fantastic opportunity to share our brand’s story with visitors and journalists. When people understand what goes into making our watches behind the scenes, it adds considerable value.
What do you think the market is looking for? And how are you steering Rado towards this direction?
We’ve noticed a global trend leaning towards mechanical movements, with consumers appreciating the timeless quality they offer. Buyers at various price points tend to have numerous watches, and when they pick up a quartz watch after some time, they might find the battery dead. A mechanical watch, on the other hand, can be wound and will work immediately, allowing customers to enjoy the ritual of giving it energy.
“As a teaser, we are also currently in the development phases of a movement which we think you will be extremely excited to see”
It is true that the watch buyers of today are looking for more mechanical movements. They are also looking for complications. Will we be seeing more complications coming from Rado in the future?
You might be ahead of Rado on this one! We currently feature a power reserve indicator in the Coupole collection and have small seconds in the DiaStar. It’s true that historically, we haven’t emphasized complications as much as we should have—our primary focus has been on material innovation and design. However, I do believe that introducing certain complications (not the overly complex ones like tourbillons) can elevate our brand. We’ve had positive reception with the power reserve indicator in the Coupole classic, prompting us to develop additional versions with this feature. There’s even potential for moon phases and GMT complications on the horizon.
Ah, the GMT! Yes, this will be popular!
The GMT functionality is enticing because it offers practical benefits. Additionally, we have an exciting surprise planned for next year involving a chronograph. Since ETA, our movement supplier, is part of the same group, we can easily work together to customize movements to our specifications. For example, we can test movements in five positions, and the Rado anchor shape could serve as a beautiful rotor design. Developing complications for Rado’s watches is definitely feasible.
However, we must ensure a solid business case for any development we pursue with ETA, and that includes financing the projects. For instance, we successfully brought the Calibre R808 to market due to just that type of planning. As a teaser, I can say we are currently developing a new movement that we believe will excite you greatly. However, good things take time, so you may need to wait for around two years.
With such a long history not just in Rado but in the wider Swatch Group as well, what can you tell us is something that has changed over the years?
When I first entered the watch industry in 2003, I observed significant market differences, particularly regarding watch sizes. In China, consumers favored classic, smaller sizes, while in Europe, the trend leaned toward sporty, larger watches. Today, thanks to global communication tools like social media, these markets are converging—regardless of whether one is in China, the U.S., or Malaysia, consumers are influenced by the same global inspirations.
One notable difference persists, especially in South East Asia and India: there’s a marked preference for yellow and rose gold pieces in this region, compared to Europe.
What is your focus on the business end of things moving forward?
There’s great potential for improvement in our retail strategy, not only in Malaysia but globally. A robust retail experience is essential for conveying the brand’s strength to consumers and nurturing a positive brand perception in the market. We’ve been making strides in Malaysia, capturing more market share with our Captain Cook and True collections, and we aim to continue enhancing our retail presence to keep this momentum going.
When producing products of Rado’s caliber, I believe it’s important not to place our brand in crowded retail environments. It’s not about arrogance; it’s about pride in our creations. We want our watches to be showcased where customers receive the best possible service. We’re becoming increasingly selective in choosing retail partners.
For instance, when I joined four years ago, we had around 4,050 points of sale globally. We’ve since reduced that figure to about 3,000 but are selling more watches than ever. And we’re not finished yet.