Four decades later, in 1957, they decided to enter the market under their own name. This is how the Rado brand was born. The name “Rado” itself means movement, progress, and a forward-looking vision – exactly what the brothers believed in.

In 1962, Rado launched the DiaStar, the world’s first scratch-resistant watch. Built with hard metal and sapphire crystal, it was revolutionary when most watches were made with steel and plastic glass. At first, some people doubted the design because it looked so modern and different. But once customers saw its scratch-proof durability, they became loyal to the brand. This product built Rado’s reputation as an “Innovative Brand.” From then on, Rado followed the strategy of “Material + Design” and never looked back.

In 1986, Rado introduced high-tech ceramic, which was light, durable, and allergy-free. In 2002, they launched Rado V10K, the world’s hardest watch with a hi-tech diamond coating. In 2011, True Thinline proved how thin and lightweight ceramic could be, while plasma-treated ceramic gave a metallic look with the benefits of lightness, heat resistance, and scratch-proof quality. Such continuous innovations strengthened Rado’s unique branding.

There’s also an interesting detail about the brand’s logo – on many automatic models, the dial features a small rotating anchor. It moves freely as the watch shifts, not to show whether it’s running but as a signature design element. Customers loved this small detail, and it became a symbolic part of Rado’s identity.

Unlike many other Swiss watch brands that built their advertising on tradition and heritage, Rado positioned itself differently. It told customers – our watches are durable, unique, and modern. They are not just time-telling devices but a reflection of personality.

Rado successfully built its place as a luxury innovation-driven brand. Its price range is lower than Rolex or Omega, but above mass-market brands. Its strength lies in exclusive materials, Swiss craftsmanship, and unique design. That’s why people who seek individuality often prefer Rado.

Rado’s advertising campaigns have also been powerful. They partnered with tennis stars like Ashleigh Barty and Andy Murray. They launched the Rado Star Prize to promote innovation in design. In modern times, they strongly use digital marketing platforms – especially Instagram – to connect with younger audiences.

Today, Rado is sold worldwide. It has strong demand in Asia, the Middle East, and Europe. In countries like China and India, the brand is especially popular because it combines luxury with modern style. Customers perceive Rado as reliable, stylish, and future-oriented. For them, a Rado watch represents durability, beauty, and distinctiveness.

Rado has also gone beyond being just a watch – it has become a lifestyle statement. For more than three decades, Rado has been the official timekeeper for global sports events. Whether on tennis courts, in television visuals, or through special editions, Rado has built a natural association with tennis. Known as the “Master of Materials”, Rado always shows in its advertising campaigns a mix of innovation, attractive design, and emotion.

In India, Rado’s brand promotion was especially successful because they blended Swiss tradition with Indian culture. By associating with Bollywood stars like Hrithik Roshan, Katrina Kaif, Lisa Ray, and Yami Gautam, Rado transformed its watches into not just instruments of time but style statements and symbols of prestige. This helped the brand connect deeply with India’s growing luxury consumer base.

Globally and in India, many marketing campaigns highlighted Rado’s high-tech ceramic material. Campaigns around models like the scratch-resistant DiaStar Original or the stylish Rado True Square emphasized the combination of durability and design. Rado effectively delivered the message – once you wear a Rado, you fall in love with it.

The brand also collaborated with the fields of art and design. Campaigns like DiaStar Original x Tej Chauhan and Rado’s participation in the India Art Fair showcased both creativity and respect for tradition. Such collaborations positioned Rado at the intersection of luxury, technology, and art – giving it a unique brand image.

Most importantly, Rado’s advertising always focuses on emotions. Its campaigns celebrate success, relationships, and personal milestones, which creates a deep emotional connection with customers. Beautiful visuals, famous brand ambassadors, and compelling stories make these campaigns more than just sales tools – they build long-term customer loyalty. That’s why Rado’s campaigns in India and across the world have been memorable and successful.

Art exhibitions, sports sponsorships, and celebrity associations have further strengthened Rado’s brand promotion. India today is one of Rado’s biggest markets, and the demand for Swiss watches here continues to rise. With mono-brand boutiques and multi-brand stores, Rado has built strong distribution and visibility.

Looking ahead, Rado’s focus will be on sustainable materials, new technologies, and digital connectivity. For the coming decades, Rado will continue innovating while maintaining Swiss quality.

From a small workshop to becoming a globally recognized name in innovation and design, Rado’s journey is remarkable. Its real strength lies in its readiness to embrace the future. That is why Rado today remains a luxury watch brand that is distinctive, innovative, and firmly established in the hearts of its customers.

Written by: Sanjay Satalkar
Consultant – Advertising and Marketing