“2023 And 2024 Were Record Breaking Years For Rado In India” : In Conversation With Adrian Bosshard, At The DiaStar Original X Tej Chauhan Launch
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Rado’s success in India is built on three key pillars. First, the brand’s long-standing presence, combined with a strong and expansive distribution and service network, has played a crucial role in its growth. Second, Rado’s innovative timepieces—such as the iconic Captain Cook, DiaStar Original, Anatom, and Centrix—have not only met the expectations of discerning customers but have also earned their trust and loyalty, with word-of-mouth serving as a powerful testament to their quality. Lastly, the brand’s signature high-tech ceramic material offers unmatched benefits, including superior comfort, scratch resistance, and lightweight durability—once experienced, it becomes indispensable.
Which then brings us to the all new Rado DiaStar Original x Tej Chauhan that was recently launched at the prestigious India Art Fair in New Delhi. The DiaStar Original x Tej Chauhan is the second collaboration between a watch brand that always defies expectations and one of the 21st century’s most influential industrial designers. The first, the Rado True Square x Tej Chauhan, delivered a futuristic vision of popular culture. With the new watch, Tej Chauhan was tasked with integrating his ‘Emotive Industrial Design’ approach into the DiaStar, one of Rado’s most iconic timepieces. The brand’s two Tej Chauhan watches make different statements but share unmistakable DNA. No one is better qualified to discuss them than the visionary British designer.
“DiaStar Original is a Rado icon,” says Tej Chauhan, “My challenge was to create design distinction without compromising its integrity.” He wanted to generate a buzz about the new interpretation of a beloved watch without being overly polarizing, which had also been a consideration with the True Square model. “I wanted this design to be its own special character, but also related to True Square. The two most obvious DNA elements are what we like to refer to – for obvious reasons – the party-time index, and the use of my typeface.”
Rado x Tej Chauhan is a collaboration that embodies the perfect blend of high-tech material innovation and bold design storytelling. This partnership brings together Rado’s expertise in ceramic watchmaking with Tej Chauhan’s emotion led aesthetic, resulting in timepieces that are as visually striking as they are technologically advanced.
India and Rado share a long-standing relationship, a true "love story," as Adrian Bosshard, CEO of Rado, puts it. "We started many decades ago already here in India with a distribution and service center," he explains. "And finally, we have created a relation with the customers in a very efficient and also emotional way." This deep-rooted presence has allowed Rado to dominate its segment in India, with record-breaking sales in both 2023 and 2024.
At the heart of Rado’s offerings are its iconic collections "The base of our product lines are very iconic product lines like the DiaStar, Anatom, Centrix, Captain Cook. These are icons not only by Rado but also in the general watch industry." These watches, built on strong design roots, are constantly evolving with new materials, movements, and cutting-edge watchmaking technology. "This mixture of strong roots, creative strong products, also ceramic as the most noble material in the production of timepieces, emotional marketing with Bollywood stars, and a stable team brought us to a level where today we are fully dominating the price segment where we are located."
Rado’s distribution strategy plays a crucial role in maintaining this leadership. Adrian emphasizes the importance of boutiques in delivering the full brand experience. "Absolutely clear, crystal clear, the boutique concept is the best for the Rado customer. We are a luxury brand, and with a luxury product, you are searching for an environment where you get inspired. When you are in a shop with the full collection, competent sales staff, and the whole branding of the brand, you have the best field to get inspired. Therefore, boutiques are priority one."
Beyond boutiques, Rado also has a strong presence in premium multi-brand stores and e-commerce. However, Adrian acknowledges that online sales remain a small yet relevant part of the business. "E-commerce is a small part but also a relevant part. We have customers in smaller cities who live too far from a store, or customers who were in a store and want to buy later. For them, we can offer e-commerce, but it will remain a small part of our business."
When it comes to design collaborations, Rado focuses on material innovation while preserving the essence of traditional Swiss watchmaking. "When we did this one, it was a really clear decision. I didn't want to use any kind of finishing that could be confused with metal. I wanted it to say ceramic or something else," says Adrian. These collaborations aim to create visual and tactile triggers that engage customers while telling a deeper story about craftsmanship and innovation.
The DiaStar, one of Rado’s most enduring icons, holds a special place in India, often associated with past generations. "It is a responsibility. With great humbleness and respect, you have to take care of such a product with such legacy. But at the same time, you also have to push boundaries and implement your own creativity." His trust in Rado’s designers ensures that these icons remain relevant while retaining their original spirit. "For this designer edition, I think what's really nice about our collaboration is there's a lot of trust on either side. And that trust just very naturally flows into the creative work."
Looking ahead, Rado remains focused on expansion while maintaining the quality of its distribution network. "It’s a huge country with a lot of T2, T3, and T4 cities. During our extension, we must remain very focused on the quality of distribution. This is, of course, an important challenge for our team in India , but we are very confident with the strong partners we have," Adrian asserts. With strategic corporate retail development and a commitment to its core values, Rado aims to build on its success in India and beyond.
Reflecting on Rado’s journey, Adrian is optimistic about the future. "2023 and 2024 were record years for us. In 2025, January also proved very beneficial for Rado. I really believe we have everything in our hands to create several great years and months here in India." With an emphasis on quality, innovation, and emotional connection, Rado is set to continue its success story in the years to come.
