Rado’s timeless designs

Bosshard: We see significant growth potential with the younger generation who are searching for a contemporary, profiled timepiece. – YAP CHEE HONG/The Star

RADO is often referred to as the “master of materials” – and with good reason.

The Swiss luxury brand has long been a trailblazer in watchmaking design and materials.

It used hard metal and sapphire crystals in its DiaStar Original timepiece in 1962, and introduced high-tech ceramic in the 1980s.

A number of innovations have been brought about by the company since then, including the use of plasma high-tech ceramic, touch technology in ceramic watches, and monobloc injected ceramic cases, among others.

Rado’s innovative, forward-looking attitude is also reflected in its collaborations with internationally renowned designers and artists.

Throughout the years, the brand has collaborated with prominent figures in fashion, furniture and product design, such as Kunihiko Morinaga, Alfredo Häberli and Konstantin Grcic, to create unique interpretations of its timepieces.

“We look for artists and designers who can strike that delicate balance between honouring our heritage and pushing boundaries,” Rado chief executive officer (CEO) Adrian Bosshard tells StarBiz 7. “Creativity is the lifeblood of Rado and has long been a part of our brand identity.

“That’s why it’s crucial that any designer we work with understands and respects the brand’s DNA while bringing their unique vision to the table.”

When it comes to creative collaborations, the brand is highly selective, ensuring the designer expresses his or her own design language while still adhering to the brand’s distinct essence of craftsmanship and innovation.

“With that synergy, the result is not just a product, but an emotion – a design you can feel,” Bosshard adds.

Reimagining a classic

In a recent collaboration with British industrial designer Tej Chauhan, the brand introduced a futuristic, avant-garde interpretation of the iconic DiaStar Original timepiece.

Rado DiaStar Original x Tej Chauhan Special Edition is the brand’s second collaboration with the designer. Chauhan’s version updates a classic with Rado’s proprietary Ceramos material and a yellow-gold physical vapor deposition coating on the beloved DiaStar Original bezel shape.

The matte black concave dial features the day and date display in the designer’s custom font, paired with a silver and blue minute track.

Its striking design extends to the grey strap, which combines style and comfort with an eye-catching pillow-like shape.

“On our side, the only restriction we imposed was the case and the movement.

“We had a specific request: the strap should be crafted in rubber. Beyond that, Tej had complete creative freedom,” Bosshard shares.

“He brought in his signature ‘emotive industrial design’ approach, blending shape, colour and material in a way that transforms how the watch feels and looks, while staying true to its essence.”

The special edition highlights the brand’s charm: unique, unexpected designs that showcase the strength of high-tech ceramics.

These qualities, the CEO notes, resonate strongly with modern watch enthusiasts in Malaysia.

“The Malaysian customer is a mature customer who already has a good knowledge of the Swiss watch industry.

“We see great potential in the younger generation, who want a stylish, contemporary timepiece,” he explains.

Despite global challenges in the Swiss watch market, such as the strong Swiss franc, Bosshard is optimistic about Rado’s growth in the region.

“In watchmaking, our focus is on delivering exceptional long-term value at a fair price,” he adds.

The Rado difference

Rado’s presence in Malaysia includes both boutiques and authorised retailers. Bosshard shares that the brand is focusing on a qualitative, selective distribution strategy in Malaysia as well as in other markets.

“Our aim is to provide Rado customers with an environment that allows them to truly feel the Rado difference, supported by competent and well-trained sales staff.”

He adds that while boutique sales are steadily growing, Rado continues to work closely with long-term wholesale partners, ensuring customers enjoy an exceptional brand experience.

In South-East Asia, the demand for mechanical watches remains robust, as Bosshard highlights.

Notably, there is a growing interest among women in larger watches and unisex models.

“Another significant trend we observe is that customers are taking more time to make purchasing decisions,” he explains.

“They consider their options carefully but, when they choose to invest in a premium watch, they prioritise the best possible product and experience.

“As in many other regions, the preference is shifting toward unique and design-oriented timepieces – a key driver of our global growth.”