# Brand specialist

# Introduction

# Description

Rado is a globally recognised brand, famous for innovative design and the use of revolutionary materials to create some of the world’s most beautiful and durable watches. Ever since its beginnings in Lengnau, Switzerland, Rado has been a pioneer, with the brand philosophy “if we can imagine it, we can make it” still holding true today. Learn more about Rado.

# Objectives

After completing this course you will

1. be familiar with Rado’s past, present and future plans
2. understand the brand message and be able to communicate this to your customers
3. be able to name powerful features and benefits of Rado and include them in the sales process

# Rado at a glance

Since its formation, Rado has been a pioneer and a leader, doing things differently from other brands. Below is an overview of what makes Rado special.

##### 100 YEARS OF HISTORY

##### THE PIONEER – VISIONARY AND REVOLUTIONARY

##### THE DESIGNER WITH DISTINCTIVE IDENTITY

##### THE MASTER OF DURABILITY AND COMFORT

##### THE PRODUCER OF AN EXTRAORDINARY COLLECTION

##### A STRONG BRAND

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# 100 years of history

The true origins of the brand can be traced back to 1917 when the Schlup family started producing movements in its factory in Lengnau, Switzerland. Rado is still based in Lengnau and is known worldwide for its durable, design led watches.

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# The pioneer: Visionary and revolutionary

From day one, Rado has turned visions into concrete realities. From high-tech diamond to high-tech ceramic, Rado has gone from one breakthrough to the next. We’re proud of our history of innovation, which has continually introduced the unexpected into Swiss watchmaking. Our milestones represent evolutions in technology and materials and continue to evolve today.

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# The designer with distinctive identity

Design is an integral part of what Rado does, it is the cornerstone of Rado’s many groundbreaking timepieces that stand out from the crowd. Rado is not only the proud recipient of numerous prestigious international design awards, the brand also collaborates with leading designers on the creation of new timepieces.

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# The master of durability and comfort

Beautiful, comfortable, durable, scratch-resistant – a Rado watch is designed to look good for life. Behind it all, there is in-depth research and cutting-edge materials technology. Rado uses revolutionary materials to create some of the world’s most durable watches with excellent wearer comfort. With confidence we can say, Rado is the Master of Materials.

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# The producer of an extraordinary collection

The latest collection has something to suit every style and shows Rado at its very best. Style and substance are the key to Rado’s success as the brand continues to create beautiful and eye‑catching watches that will stand the test of time.

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# A strong brand

- Rado products benefit from a strong brand image
- Rado has proven itself as a reliable, trustworthy Swiss brand
- Rado stands for strong expertise in high-tech materials and unique designs for innovative products
- Rado benefits from a strong brand awareness globally and enjoys a high degree of credibility in the field of design
- Rado is known for its strong presence in the world of tennis
- Rado is represented by an international line-up of iconic ambassadors

# Rado key to winning customers

# Key selling points and Rado's proven strengths

To win customers and generate customer loyalty, it is important to communicate Rado’s key selling points clearly. Below is an overview of what sets Rado apart.

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## Swiss watch brand

Ever since its beginnings, Rado has been a famous name in the watch industry. Today, Rado:

- is a famous Swiss watch brand
- is globally recognised
- produces its watches in Switzerland

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## Quality ETA movements

Rado combines the comfort and durability of high-tech materials with the craftsmanship of watchmaking. All Rado watches are equipped with high-quality Swiss automatic or quartz ETA movements, which

- contain a series of complex, tiny components working together to power the timepiece
- are created with high levels of expertise

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## Swiss made

The reputation of Swiss Made watches is unrivalled all around the world. Swiss Made stands for:

- know-how
- quality
- aesthetics
- technical innovation
- precision

and is protected by Swiss law.

Rado can proudly state that its watches are produced in Switzerland.

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## Latest technology and innovation

Ever since its foundation, Rado has had a pioneering spirit, with the brand philosophy “if we can imagine it, we can make it” still holding true today. Rado is famous for:

- its use of high-tech materials including high-tech ceramic
- pioneering and bringing high-tech materials and technologies into the world of watchmaking

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## High-Tech Ceramic

Rado is a pioneer and leader in the use of high-tech ceramic in watchmaking. The high-tech ceramic Rado uses is:

- light
- durable
- hypoallergenic
- able to adapt quickly to skin temperature
- comfortable to wear

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## Designed to look good for life

Watches represent important moments in life and are usually presented to mark milestones such as weddings, birthdays and retirements. Watches are a lifetime companion. Rado’s use of scratch-resistant materials mean that a Rado watch is designed to look just as good in years to come as it does today. A Rado watch is a watch of long-lasting beauty.

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## High quality

Only the latest technology and materials are approved to produce Rado watches.

- Each individual piece of each Rado watch is thoroughly checked as part of the strict quality control process.
- Pure zirconium oxide powder is the raw material that is used to create Rado high-tech ceramic. Rado uses the best pure zirconium oxide powder available.
- Rado has developed the technology to create monobloc high-tech ceramic cases. A monobloc case consists of one single piece of ceramic, which holds all the parts of the watch.

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## Iconic design

- Rado is the proud recipient of numerous prestigious international design awards.
- Rado collaborates with leading designers on the creation of new timepieces.
- Rado design is visionary, iconic, innovative and appeals to a wide audience with different designs for different collections.

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## Excellent value for money

Considering all features, design, comfort, durability, and the experience and technology needed for their production, a Rado watch is an excellent investment.

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## Excellent Customer Service

Because first-class timepieces demand first-class treatment Rado provides excellent customer service in nearly 125 boutiques, nearly 3,000 points of sale and many authorised Rado Service Centres, which provide reliable services worldwide.

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## Reliable Partner

The Swatch Group Ltd. is the number one manufacturer of finished watches in the world and operates its own worldwide network of distribution organisations. As a part of the group, Rado has support for its innovative new processes as well as its strong distribution network. So if a customer ever has a problem with a watch, they will have support wherever they are in the world.

# History & milestones

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# The beginning of Rado in Lengnau, Switzerland

Rado originally began as a family-run movement and watch component manufacturer in 1917.

### 1917

#### FOUNDATION OF SCHLUP & CO IN LENGNAU

Brothers Schlup founded a small watchmaking atelier in Lengnau – the birthplace of Rado. By 1945, the factory was among the largest producers of watch movements.

# Did you know…

that the humble atelier of Schlup & Co was a converted part of their parents’ home?

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# The first Rado collectionS

After its beginnings as a movement manufacturer, the company shifted its strategy to focus on the production of finished watches.

### 1957

#### GOLDEN HORSE:

#### One of the first Rado collections

With the decision to concentrate on the Rado name developments and collections came fast.

With this step the company set the course to become a global brand. By the end of the 1950s, Rado was a truly international brand.

# Did you know…

that the Golden Horse collection was the inspiration for today’s HyperChrome collection?

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# Vision: A watch for a lifetime

The traditional gold and steel watches available at the time were easily scratched and needed constant polishing. Rado had the unique vision of creating a durable watch that would look good for a lifetime.

### 1962

#### DIASTAR 1:

#### first scratch-resistant Rado

Response to customer demands for comfort, scratch resistance and exclusive style.

A revolution in watchmaking history, the DiaStar 1 brought hardmetal into the watch industry and saw Rado use sapphire crystal for the first time on one of its watches.

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# From one innovation to the next

Rado design and material innovations continued into the 1970s and 80s under the brand philosophy “If we can imagine it, we can make it.” Rado’s visionary approach led the brand to use high-tech ceramic for the first time in 1986.

### 1986

#### INTEGRAL:

#### first Rado watch with high-tech ceramic

Revolutionising the watch industry with its use of scratch-resistant high-tech ceramic in the bracelet.

# Did you know…

that Rado became part of the Swatch Group as a high-range brand in 1986?

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# Ceramic revolution

The 90s saw the continued use of high-tech ceramic, by now one of Rado’s signature materials. This led to the creation of iconic new designs.

### 1990

#### Ceramica:

#### First Rado in full high-tech ceramic

The first Rado watch to be made using black high-tech ceramic for the case and bracelet forming a single unit. A design icon.

### 1991

#### COUPOLE:

#### FIRST RADO USING WHITE HIGH-TECH CERAMIC

Another Rado first: White high-tech ceramic, which today is a central material in the Rado collection.

### 1998

#### Ceramica:

#### First Rado in plasma high-tech ceramic

Pioneering plasma carburising process. The ceramic takes on a unique warm metallic shine without using metal.

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# Design revolution

The 90s saw the continued use of high-tech ceramic, by now one of Rado’s signature materials. This led to the creation of iconic new designs.

### 2002

#### V10K:

#### Rado’s hardest watch

The first series-produced Rado watch made using high-tech diamond to achieve a hardness of 10,000 Vickers.

### 2009

#### r5.5:

#### Designed by Jasper Morrison

Case features the first ever use of bracelet attachments with concave surfaces in a Rado watch.

### 2011

#### D-STAR:

#### First Rado in Ceramos

Ceramos, a titanium carbide-based composite, is an injectable material that paved the way for new designs.

### 2011

#### TRUE THINLINE:

#### Rado’s thinnest ceramic watch

At just 5 mm the True Thinline quartz is Rado’s thinnest high-tech ceramic watch to date and first introduced the groundbreaking monobloc case.

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# One eye on the future

Since 2012, Rado has been in a strong evolutionary phase. Always known for its materials and radical approach to design, it is today continuing to lead in these fields while strengthening its appeal. This is done through the introduction of new collections and new product launches.

As a pioneering brand, Rado always has one eye firmly on the future. Below are just some of the new developments that are paving the way for future innovations.

### 2012

#### HYPERCHROME:

#### sporty design

Monobloc case (watch case is a single piece of moulded ceramic), is a breakthrough in technology and a step forward in design.

Light, comfortable and eye-catching, the HyperChrome family represents the new face of Rado.

### 2013

#### Diamaster:

#### Classic piece with new bracelet construction

First Rado high-tech ceramic watch with 5-link bracelet, round case with integration of lugs,

DiaMaster family also marks the first Rado watches to combine traditional watchmaking with high-tech ceramic (Grande Seconde or Power Reserve).

### 2015

#### TRUE:

#### CONTEMPORARY DESIGN

Re-design of the True family with monobloc case construction.

The True collection also features design collaborations.

### 2018

#### DIAMASTER:

#### MOVEMENTS

Perfect balance of classic and modern.

Not just new movements, but new arrangements of traditional movements in high-tech ceramic are finding their places in the Rado collection.

### 2018

#### HYPERCHROME:

#### MATERIALS

Sporty, versatile and ready for new movements and materials.

Always pushing boundaries, Rado is exploring new materials such as bronze and new technologies with ultra-light high-tech ceramic appearing in new forms and in new colours.

### 2019

#### TRUE THINLINE:

#### COLOURS

New colours in the collection appeal to a new audience.

Rado has perfected the technique to create blue and green high-tech ceramic. Colours are notoriously difficult to recreate consistently in ceramic.

### 2019

#### TRADITION:

#### DESIGN & VINTAGE

Vintage designs from the past make a reappearance.

By looking to the past, Rado is able to reimagine vintage designs to suit the needs and preferences of modern watch wearers.

### 2020

#### SKELETONISED DESIGN:

The True Square Open Heart is the first square watch with a monobloc case made from injection-moulded high-tech ceramic.

### 2021

#### HIGH-TECH CERAMIC:

Past meets 2021 with Rado’s iconic Captain Cook unveiled for the first time in high-tech ceramic.

### 2022

#### ICONIC SHAPE:

A 1962 innovation celebrates its 60th anniversary, created in collaboration with the Swiss designer Alfredo Häberli.

### 2023

#### A Celebration of Rado changing the watch industry

2023 marks 40 years since Rado launched the Rado Anatom, the first watch with a shaped sapphire crystal. Developing this technology has changed the watch industry. To mark this significant anniversary Rado has reimagined the Rado Anatom for the modern wearer.

# Rado today

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# Rado in numbers

Today, Rado is a globally recognised brand famous for innovative design and its visionary use of revolutionary materials to create some of the world’s most durable watches.

# Today, Rado...

... has been active in the world of tennis for

### 40

years

...distributes its timepieces through

### 32

subsidaries of Swatch Group and distributors all around the world

...has received more than

### 60

prestigeous
international design awards

...is present in

### 90

countries all around the world

...is available in

### 150

boutiques worldwide

...is available in nearly

### 3000

points of sale worldwide

*INFORMATION PER JANUARY 2026

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# At the heart of Swatch Group Innovation

During the reorganisation of the Swiss watchmaking industry orchestrated by Nicolas G. Hayek, Rado became part of the Swatch Group in 1986.

From then on, the brand has been able to draw on expertise from within the whole Swatch Group, which has supported its research into original materials and designs.

Today, Swatch Group employs more than 35,000 people in over 50 countries and is the number one manufacturer of finished watches. The Group is active in the manufacture of finished watches, jewellery, and watch movements and components.

1. Prestige & Luxury Range
2. High Range
3. Middle Range
4. Basic Range
5. Retail

It produces nearly all of the components necessary to manufacture the watches sold under its 16 watch brands, and supplies components to the entire Swiss watchmaking industry.

In addition, it operates its own worldwide network of distribution organisations. The Swatch Group is also a key player in the electronic systems sector.

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# Brand pillars

Rado uses the following brand ‘pillars’ in its communications. These are the key areas that make Rado uniquely Rado. These ‘pillars’ can be recognised in everything Rado does.

#### Materials and Innovation

Rado is known for its use of high-tech materials to provide comfort and durability. Rado has been using high-tech ceramic for its watches since 1986 and is constantly innovating and introducing new production methods and processes as well as new materials to the collection.

#### DESIGN

As a major player on the international design scene, Rado is leading the way in design and materials innovation to create watches that look good for a lifetime. The brand works with major design events (Good Design Award, the Red Dot Award, the Grands Prix du Design Award etc.) to promote the work of up-and-coming designers.

#### COLOURS

Rado is known as the Master of Materials because of our innovation and technical know how in materials technology. Our pioneering spirit and expertise has allowed us to create over 20 colours in high-tech ceramic. Colour forms an integral part of what we do. Be bright, wear Rado.

#### TENNIS

Since 2012, Rado has been closely linked with tennis - a sport that focuses on challenges and whose players push themselves to the limit. As the Official Timekeeper of numerous tournaments all over the world, Rado is inextricably linked with Tennis.

#### AMBASSADORS

Rado brand ambassadors embody Rado’s key values: innovation, adaptation, pushing boundaries and constantly striving to be the very best.

#### CRICKET

Cricket is a sport that relies on timing and sees players strive to achieve. Rado is closely related to both traits, perfect timing and pushing ourselves to achieve the extraordinary. As the Official Time Keeper of the England Mens and Ladies teams Rado is right at the heart of the sport.

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# Rado and design

Rado always looks to diverse outside industries for inspiration, and design is no exception. Rado has asked prominent architects and sculptors as well as famous fashion and industrial designers to apply their unique design philosophies to Rado icons such as Ceramica or True. Hailing from diverse fields and geographies, each co-creator contributed something exceptional in making their vision for Rado come to life.

##### TRUE SHADOW

#### KUNIHIKO MORINAGA

##### CERAMICA

#### KONSTANTIN GRCIC

##### TRUE FACE

#### OSCAR ZIETA

##### TRUE CYCLO

#### PHILIPPE NIGRO

##### R5.5

#### JASPER MORRISON

##### TRUE N25E121

#### AARON NIEH

##### TRUE PHOSPHO

#### BIG-GAME

##### TRUE BLAZE

#### SAM AMOIA

##### TRUE STRATUM

#### RAINER MUTSCH

##### TRUE 101

#### LESLIE CHAN

##### TRUE THINLINE STUDS

#### BETHAN GRAY

##### TRUE THINLINE GEM

#### INMA BERMÚDEZ

##### TRUE THINLINE MY BIRD

#### EVGENIA MIRO

##### TRUE THINLINE DEEP WEB

#### FLORA MIRANDA

##### TRUE THINLINE TOGE

#### AYAKO SUWA

##### DIAMASTER PRAJUN

#### KWANKAO SVETAVIMALA

##### True Thinline Colours

#### Les Couleurs® Le Corbusier

##### True Thinline Stillness

#### Li Edelkoort

##### Original DiaStar 60-year anniversary

#### Alfredo Häberli

##### True Thinline

#### Raquel Orozco

##### Captain Cook Marina Hoermanseder
Heartbeat

#### Marina Hoermanseder

##### True Square Tej Chauhan

#### Tej Chauhan

##### True Square Undigital

#### YOY

##### True Square x Yuan Youmin

#### Yuan Youmin

##### True Square Forma Fantasma

#### Forma Fantasma

##### True Square Over The Abyss

#### Thukral and Tagra

#####

#### Great Gardens of the World

##### True Square X Kunihiko Morinaga

#### Kunihiko Morinaga

##### DIASTAR ORIGINAL

#### TEJ CHAUHAN

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# Rado and tennis

Rado shows its absolute dedication to the sport with its

##### portfolio of international tennis tournaments

##### tennis-inspired timepieces

##### tennis brand ambassadors

# History

A committed fan and supporter of tennis and the players for close to four decades, Rado has an enviable heritage as a partner and official timekeeper of numerous high-profile tournaments around the world.

At every serve, every volley, every baseline rally, Rado is at the centre of the action – in a sport where timing is everything and matches can last for hours. Our precision timing systems ensure that every moment counts and that nothing is left to chance. While players and fans lose themselves in the courtside action, Rado corner clocks keep track of every moment.

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# Rado youngstars

Launched in 2015 Rado’s YoungStars programme is designed to support up-and-coming young tennis players, with the objective of creating an international team of talented, ambitious players with the potential to become the next generation of tennis stars. The current Rado YoungStars lineup consists of Linda Noskova, J.J.Wolf, Leandro Riedi and Luca Nardi. These young pros share the skills, strength and willpower that make them perfect candidates for the programme.

The road to the top is still long for the Rado YoungStars, but dedication, determination and the will to succeed are values they share with Rado, making the brand the perfect partner for these young tennis stars. Rado is thrilled to have the opportunity to support its YoungStars every step of the way on their journey to success.

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# Rado ambassadors

Rado’s ambassadors embody the brand’s key values: innovation, adaptation, pushing boundaries and constantly striving to be the very best. You can find out more about our brand ambassadors on rado.com

# ASHLEIGH BARTY

A career that inspired the world

Ash Barty retired from tennis at the beginning of 2022 after winning the Australian Open and Wimbledon a few months earlier. Watching her spine-tingling performances and her elegant, athletic style of play kept her fans captivated.

Her partnership with Rado started at a very early stage of her career and goes beyond her active time on the tennis court. We are excited to accompany our brand ambassador Ash in the next chapter of her life.

# HRITHIK ROSHAN

Hrithik Roshan is one of the hardest working and most successful actors in Bollywood. In a remarkable career spanning more than two decades, he has appeared in dozens of films, taking on highly-challenging roles. His first major film 'Kaho Naa... Pyaar Hai' in 2000 earned him Best Actor and Best Male Debut awards. In 2003, he played a mentally disabled teenager in 'Koi... Mil Gaya', the biggest Bollywood film of that year. More recently, he appeared in the action blockbuster 'War', one of the highest-grossing Indian films of all time. Never afraid to take risks, he is constantly evolving, both as an actor and as a human being.

Outside of his acting career, Hrithik has worked closely with UNICEF on the Sustainable Development Goals project and was named one of the most philanthropic stars in Bollywood. A style icon too, Hrithik has been listed by Forbes India as one of the Top 20 Most Influential Celebrities. His unwavering dedication to his art and his ability to constantly reinvent himself makes Hrithik the perfect Rado ambassador. Hrithik Roshan and Rado have worked together for over a decade and the Bollywood megastar is proud of his enduring relationship with the noted Swiss watchmaker.

# Ji Chang-wook

Ji Chang-wook, the Korean actor, has joined Rado as an ambassador for our brand. A household name in Korea and beyond, his acting career began at 20 years old, but real fame came when he played a Korean-American speedskater in the prime time daily drama Smile Again. An award wining actor and musical actor, he has since played a wide variety of contemporary and historical characters across a broad range of film, television and web series formats. Acclaimed for his performance as Emperor Ta Hwan in the Kdrama Empress Ki, he’s also slipped easily in to heart-throb roles in romantic comedy series such as Backstreet Rookie and Lovestruck in the City. Ji has also appeared frequently in musicals and music videos, and has recorded a number of Original Sound Tracks.

# Cameron Norrie – Rado tennis star

Joining the Rado YoungStars in 2021 Cameron has enjoyed much success that took him in to the top ten on the ATP rankings. Cameron has a dynamic style that is competitive and aggressive. This is coupled with his perseverance, determination and self belief.

In 2023 Rado has worked with Cameron to produce a limited edition watch. Cameron says “I’m honoured to release my first limited edition watch with Rado. It’s been exciting collaborating on the design, and announcing the timepiece during the grass court season in the United Kingdom brings it all together. It’s certainly perfect timing.”

# Katrina Kaif

Bollywood superstar Katrina Kaif has joined the line up of Rado Brand Ambassadors. Katrina Kaif’s timeless beauty
and international appeal make her the perfect choice to represent Rado's enduring commitment to
precision, innovation, and craftsmanship. Known for her versatile talent and charisma, Katrina Kaif embodies
the values that Rado holds dear.

# Cameron Green

Talented Australian cricket all-rounder Cameron Green is the latest brand ambassador for Rado. A destructive batsman and quality fast bowler, Green has since become a regular in the Australian Test and ODI squads. In 2022, ahead of the 2023 IPL, Green was signed to the Mumbai Indians for an incredible sum of INR 175 million, making him at the time, the second most expensive overseas player in the history of the IPL. Adding to the already impressive season, Green scored his maiden IPL century, a 100 not out against the Sunrisers Hyderabad and also achieved his maiden Test century (once again against India) and was a member of the winning Australian World Test Championship and ODI World Cup teams.

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# Rado points-of-sales

Rado products can be found in exclusive retail locations offering a premium shopping experience and delivering outstanding levels of service.

##### Rado Boutique

##### Rado shop-in-shop

##### Rado display

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Rado’s revolutionary materials are the result of many years of development, complex manufacturing techniques and state-of-the-art technologies. How can so much technicality be combined with our motto «Feel it!»? Perfectly!

Feel it, for us, is everything that Rado represents: Master of Materials, lightness, smoothness, agelessness, enduring style, design, innovation, emotion, energy, time, technology. It is the one, overarching phrase that expresses who we are, what we do and why it’s important for the modern wearers we’re designing and creating for.

After all, this comprehensive material expertise actually only serves one purpose: your comfort.

To know what makes the experience of wearing Rado so special, one should definitely try it for themselves which is why we recommend to always put a Rado on the customers wrist.

Many people will surely immediately notice the incredible lightness of a Rado made from high-tech ceramic or CeramosTM.

These materials are much harder than steel but have a significantly lower weight. They give you an unimaginable degree of freedom of movement.

A really eye-opening experience for all those who want to feel the lightness of being every day.

Next, we advise that you close your eyes.

You will not only notice the quiet, regular ticking of the watch. This is also the ideal way for you to also explore the unique finish of each Rado with your fingertips.

Whether matte or shiny, smooth or textured, with roughened leather or cool metal: playing with different textures is an unmistakable characteristic of our collection and the result of a comprehensive design concept.

But there is even more to discover. Such as the flowing shapes, with which we adorn some of our most distinctive designs.

Monobloc housings that are made in one piece follow the curves of the wrist. Just like our flexible link bracelets or gently curved sapphire crystal, it is a joy to follow their perfect curvature.

And let’s not forget the intense colours with which we constantly add new facets to timekeeping. They are not only a highly individual stylistic element but also have an emotional effect.

However, above all else, you can feel the passion that went into making every Rado, the precision and care that our watchmakers and engineers have devoted to this timepiece. Anyone who has ever noticed this «difference» becomes part of an international community.

# RADO Anchor

# FEATURES

- The anchor symbol has long been associated with Rado
- Appearing somewhere on nearly all of our watches
- Our automatic watches feature a moving anchor symbol on the dial
- The Rado anchor symbol represents legacy brand values – stability, quality, security
- It also represents what it feels like to wear Rado, to know your watch was made to last
- You feel «anchored»

# Remember

# Remember that Rado...

- … watches are known for their high-quality, comfort and durability
- … design is visionary, iconic, innovative and appeals to a wide audience with different designs for different collections
- … has always focused on innovation and design in its watches
- … is known for its use of high-tech materials and for introducing high-tech ceramic to the watchmaking industry in 1986
- … always has one eye on the future, striving for breakthroughs in the watch industry
- … is active in the world of design, working with established designers to create groundbreaking new products
- … is the Official Timekeeper of international tennis tournaments around the world
- … works with young tennis stars to help them realise their potential
- … has a group of brand ambassadors that embody the values of the brand