Esquire Malaysia Watch Guide - - In­ter­views -

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.

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