Rado (watch)
Rado is a Swiss manufacturer of watches, with headquarters in Lengnau, Switzerland. It is noted for its use of scratch-proof materials, a field in which it is considered a pioneer. Today the company produces AbOUT half a million watches a year with a staff of about 300 in total.
History
Formed in 1917, Rado initially produced watch movements only. In 1957 the company launched its first collection of watches under the Rado brand. In 1962 the Rado Diastar Original, the world's first scratch-proof watch, was launched. It has been in production ever since.
In 1983 Rado became part of the SMH group which was renamed in 1998 as the Swatch Group.
Signature
Rado differs from some of the more traditional Swiss watchmakers in that it uses unconventional precious materials to achieve a more futuristic look. Rado has pioneered the use of a number of these materials, e.g., high-tech diamonds, ceramics, lanthanum and sapphire crystal. Many of Rado's products include the use of steel & gold in harmony with high tech materials to allow for affordability to end consumers while enjoying the scratch resistant material.
Other than the material, Rado watches also look very different from most other makers. The company is more adventurous in constructing the shape of its watches than their competition. Market reaction to this is GeneRally mixed, with some preferring the look of the more traditional makers, and others appreciating the more distinct Rado look.
Ambassadors
Like many watch companies, Rado watches have high-profile personalities that advertise the brand in various ways. However, Rado differs from many other makers as its ambassadors are less recognisable to the general public than usual. Rado even uses this fact itself as an advertisement. According to its website: "To choose a brand ambassador is not an easy task - at least not when a brand is looking for much more than just a popular and beautiful face to represents its values."1
As of 2007, Rado's ambassadors are:
- Tommy Haas, German tennis player
- Jan, Mexican actor, singer and TV host
- Zhang JingChu, Chinese actress
- Renata Litvinova, Russian film director and actress
- Nobu Matsuhisa, American owner of high-end restaurant chain Nobu
- Shahid Afridi, Pakistani Cricketer
- Lisa Ray, Indian actress and model
- Rachel Tan, Malaysian model, Miss Malaysia Chinese International 2003
Pricing
Rado watches vary in pricing according to model, age and materials but generally a Rado will range from about US$400 for a lower tier model to about US$28,000 for a watch made from the more precious materials.
Fakes
Like many watchmakers, Rado suffers from a high level of forgeries on the market. Rado watches, due to their distinct style are often a major target and there are many counterfeit watches on sale, particularly on the internet. To combat this, the company has a small list of authorized retailers in the various countries it operates and these companies are forbidden from selling Rado watches over the internet. The prices of these fakes are usually under $100 USD.
Trivia
- One of artist Andy Warhol's last projects was the painting of Rado watches. An example of one of these paintings
- Rado advertises itself as the inventor of scratch-proof watches
- Nepal's communist leader Prachanda has an affliction for Rado Watches. This is actually taken in Nepal as a welcome sign of normalization. In this case as power corrupted and bought backs to normality a politician, who led Nepal to its bloodiest war ever.
- In the Artemis Fowl series the main character Artemis Fowl in the book Artemis Fowl The Lost Colony Artemis is said to wear a Rado watch.
External links
de:Rado (Uhrenmarke) fr:Rado ja:ラドー