Ceramic evolution
Rado celebrates six decades of innovative design and revolutionary materials
As Rado’s roots trace back to 1917 when Schlup & Co opened its atelier in Lengnau, Switzerland, the centenary calls for a celebration. Under the Rado brand name, the Swiss watchmaker has been in business for 60 years.
However, according to Matthias Breschan, president of Rado Watch, nothing big will mark both milestones.
“We don’t need anniversaries to do something unique and special — it is always in the making,” said the Austrian executive, who has been at the helm since 2011.
Even so, Rado is a relatively young brand, he enthused, which over the six decades has revolutionised the watch industry by introducing durable innovative materials, namely, hardmetal, hightech ceramic, plasma high-tech ceramic, Ceramos (a marriage of high-tech ceramic and metal) and the latest hardened titanium technology.
“We were on the right track from the very beginning. While other Swiss companies competed in creating new functions and movements, Rado concentrated on the ‘housing’ through innovative materials and designs,” said Breschan, who was in Bangkok to preside over an annual meeting with Rado dealers.
In addition, the Lengnau-based watchmaker strategically established a strong presence in Asia whereas other Swiss brands focused their marketing in Europe and the US.
“Durability drives the popularity of Rado watches in Asia, where gifting has people looking for meaningful presents,” he observed. “For instance, introduced in 1962, our first scratch-resistant watch Rado
DiaStar 1 kept its beauty after five, 10 and still looked exactly the same, say after 20 years. It made an ideal gift to the one you love while sentimentally symbolising a lasting relationship.”
Back in the early 1960s, DiaStar 1 featured two new materials in the history of watchmaking: hardmetal and sapphire crystal. Still used today by Rado, hardmetal is an exceptionally robust material — more durable than steel, gold and platinum.
In 1986, Rado then rocked the watch i ndustry with high-tech ceramic, previously used in fields such as medicine and aeronautics. Firstly in black, the material now shines in white, plasma, grey, brown, green and blue.
“We keep in mind that once we stop innovating, we start killing the brand,” said Breschan. “Thus always innovating, we advanced into mastering the colouring of high-tech ceramic, as well as applying monobloc construction to making cases.”
Rather than merely glossy black high-tech ceramic timepieces, a variety of models in different colours and styles are now offered by the Swiss brand in its strategic move to attract a younger generation.
In blue, green, grey and brown, the super-slim 4.9mm True Thinline variations, for instance, carry the minimalist design code and a monochrome colour scheme with alternating matt and polished hightech ceramic surfaces.
Other advantages of this scratch-resistant material include being light and hypoallergenic while adapting to body temperature, making it comfortable when worn on the wrist.
“People look for this comfort, not only in clothing, but also watches. Lending a cocooning effect, the ultra-thin and superlight watches rest on the wrist like a second skin,” he said.
Another minimalist model, the geometric Ceramica made from high-tech ceramic has also been updated with three new versions in matt black, matt grey and polished grey under a collaboration with renowned industrial designer Konstantin Grcic.
A member of the Swatch Group, the brand is also reinventing itself in other dimensions, such as in store display and visuals, to emotionally address young clientele, who can make a statement by wearing Rado models.
“Watches are not only about telling the time but they say something about yourself,” he said. “This particularly applies to men, who have little possibilities to express themselves when they typically dress in white shirt and tie matched with a dark suit. Accessorising with a watch helps convey their character.”
Breschan was wearing a sporty HyperChrome Automatic Chronograph — the model representing a strong character while boasting a timeless design.
“We don’t want to follow trends that last six to 10 months. The designs have to be timeless to accompany the durability of our watches,” he said.
Inspired by vintage timepieces, the HyperChrome family was launched in 2012. New models include HyperChrome 1616, the name taken from the year Cape Horn was discovered.
A reinterpretation of the Cape Horn collection launched in the late 1960s, the 46mm limited edition evokes the outsized aesthetic of the era, with the standout blue dial housed in a hardened grade five titanium case fastened to the wrist with a thick leather strap.
“There is a trend for retro timekeepers that also appeal to the young generation,” he noted. “In an unstable world, people seek the nostalgia that provides comfort and security. They identify themselves with their roots through the vintage watches.”
We don’t need anniversaries to do something unique and special — it is always in the making