Rado is well known for its ceramic watches, quite possibly the market leader. Is there ever a worry it might lose that status? No, it has never lost its leadership in this sector. However, we have always designed for a very loyal clientele, but to propose new designs we needed to get the younger set. Also, there were many brands selling ceramic watches for USD200 or USD300. For a consumer it was not easy to understand why Rado watches cost USD2,000 or USD3,000 when you could get one for a tenth of that price. Our ceramic is a much higher quality material. For example, with all the others, the centerpieces are surrounded by ceramic steel, while we build everything in one ceramic block. It seems to work, as our sales get better and better every year.
Can you still innovate with ceramic?
There is no limit. As it is not a natural material, we can achieve more resistant qualities. Tennis is an interesting commercial synergy. Did you consider other sports? Rado has been involved with tennis for a long time. After the previous partnership ended, we brought it back again two years ago because it still shares the same values as the brand. Within that, Andy Murray was the right person for us to align with, due to his personality and potential.