Rado CEO Adrian Bosshard on Designing Timepieces That Challenge Norms

Rado’s CEO Adrian Bosshard shares insights into the brand’s ceramic mastery, archival revivals, and ambitious plans for a global presence.

Rado has garnered significant attention for positive reasons, and when its CEO, Adrian Bosshard, visited Kuala Lumpur for the inauguration of a new store, we seized the opportunity to converse over coffee.

Rado CEO, Adrian Bosshard

Rado's affinity for ceramic is well-known. Currently, the brand's entire identity is founded on this fashionable material. Nonetheless, the distinction between Rado and other brands that are significantly integrating this scratch-resistant, hypoallergenic, and corrosion-resistant material into their collections is that Rado has been doing so for a far longer period. A discussion with the current CEO, Adrian Bosshard, revealed that time equates to expertise, and it is this experience that enables Rado to accomplish numerous feats with materials that its competitors cannot.

For an extended period, the emphasis on ceramics and its frequently streamlined and simple design constituted the brand's sole distinguishing features. Currently, we are pleased to announce that Rado possesses far greater depth than in the past. The reintroduction of the Captain Cook and its ensuing popularity established a robust foundation for an additional brand pillar, prompting Rado to meticulously explore its archives to resurrect notable timepieces from the past. The DiaStar Original in Ceramos and the current resurgence of the Anatom provide a profound glimpse into the brand's illustrious history.

Under Bosshard's direction, WOW Malaysia has experienced an enhancement of the brand's visibility in the nation. The brand previously hosted Korean celebrity Ji Chang Wook for the debut of its shop in Pavilion KL and has just inaugurated another boutique in The Exchange TRX. Given the numerous developments at Rado, we deemed it appropriate to pause and engage in an informal discussion with Bosshard regarding the brand's future direction.

“Personally, I really believe that other brands, luxury brands which are in different price segments, using ceramic is a compliment for Rado. It is underlining that we are doing something right”

Have you been with Rado for four years now?

Indeed, four years. I commenced my tenure with Rado on July 1, 2020, following 24 years at the Swatch Group, where I managed Certina and Union Glashütte, and served as the coordinator for the Swiss market and Eastern Europe. I have participated in numerous functions; nevertheless, due of Rado's prominence as a global brand, I aimed to concentrate solely on it.

Having recently transitioned to Rado, what distinctions have you observed between Rado and brands such as Certina and Union Glashütte?

As the CEO of a brand, one must consistently prioritize the brand's interests. It is essential to immerse yourself in the brand's idea and behave appropriately. Certina is a mid-range sports brand; Union Glashütte is a German brand embodying traditional watchmaking principles; and Rado is an avant-garde brand, renowned for its mastery of materials and inventive, distinctive designs that are unparalleled. Unlike other firms that may seek inspiration from their competitors, Rado relies on its unique technologies to create its timepieces. Consequently, the most significant distinction for me was the magnitude. Certina was an international brand, although not a global brand. Union Glashütte was a regional brand operating in Germany, Austria, and China. Rado is an international brand. It operates on an entirely distinct scale.

Captain Cook High-Tech Ceramic Skeleton

Historically, Rado was among the few brands to utilize ceramics. Over the past five years, an increasing number of manufacturers, even those at significantly higher price points, have been utilizing and advancing the ceramic material. Is Rado's future in risk?

I firmly feel that the utilization of ceramic by other luxury manufacturers in various price ranges serves as a commendation for Rado. It underscores that we are executing things correctly. In 1986, we were the trailblazers, the inaugural brand to include ceramics with the Integral, followed by the Coupoule and Ceramica models. We are utilizing a material that has numerous advantages—scratch resistance, lightweight properties, and aesthetic appeal—making it unsurprising that other manufacturers recognize its benefits and seek to incorporate such materials into their collections.

Given Rado's extensive history in ceramics, it is evident that the brand possesses a legacy in the material that will consistently provide an experiential edge. For instance, with color variety, we can make a multitude of colors. Upon observing the Le Corbusier, one will recognize the capability to produce a diverse array of colors at a consistent standard. All of this is offered at an unparalleled pricing point. Who else can provide a completely ceramic timepiece at our price level? We possess the capability to experiment with colors indefinitely. Furthermore, please remember that we possess additional materials like as Ceramos in our DiaStar collection, which remains popular in Malaysia.

Our familiarity with the DiaStar provides us a competitive advantage. Previously, the DiaStar could only be produced at this price point using hard metals; however, it can now also be manufactured in Ceramos. It is lighter than hard metal, more resistant, and offers superior wear comfort, with the same characteristics as high-tech ceramic. This variety constitutes our advantage as well.

Rado has recently inaugurated its new location in Switzerland. What advantages do you anticipate for the brand with the acquisition of these new capabilities?

The new facilities possess three primary advantages. Upon my initial engagement with Rado, I informed Mr. Hayek that the brand's most significant asset is in its materials. The primary advantage is both quantity and quality. The new facilities enable us to achieve increased manufacturing output while maintaining the same quality standards. Furthermore, we possess superior resources for material growth. This plant exclusively manufactures components for Rado. Only a limited number of bezels are designated for Longines, while the majority are allocated for Rado, indicating that most staff are predominantly focused on Rado, hence facilitating a more cohesive environment for research and development. Ultimately, the renovated facilities will effectively convey the brand narrative to visitors and journalists. Comprehending the intricacies involved in the watch's creation significantly enhances its value.

The DiaStar Original launched last year

What do you believe the market seeks? How are you guiding Rado in this direction?

We are experiencing an increase in the sales of mechanical movements, reflecting a global trend. Consumers purchasing timepieces within a specific price range appreciate the enduring quality of mechanical mechanisms. Contemporary consumers typically possess multiple timepieces, and when they retrieve a quartz timepiece after an extended period, the battery may occasionally be depleted. A mechanical watch can be manually wound and thereafter functions properly. Additionally, there exists an emotional resonance in winding the watch, imbuing it with vitality. Customers appreciate this.

“As a teaser, we are also currently in the development phases of a movement which we think you will be extremely excited to see”

Contemporary watch purchasers are indeed seeking greater mechanical movements. They are also seeking complications. Can we anticipate other issues from Rado in the future?

You may be several steps ahead of Rado! Indeed, the Coupole collection now features a battery reserve indicator, while the DiaStar includes a small seconds display. Indeed, you are correct; historically, we have not been a brand that emphasizes complexities. Our primary emphasis was on material innovation and design. However, I firmly assert that specific difficulties, excluding tourbillons and similar mechanisms, can enhance the brand's prestige.

The incorporation of the power reserve indicator in the Coupole Classic has been successful, prompting the development of more variants including this attribute. Additionally, there are lunar phases on the horizon and a GMT.

Indeed, the GMT will undoubtedly gain popularity!

The GMT is intriguing due of its advantageous functionality. Additionally, we will unveil a significant surprise next year in the form of a chronograph. We possess the capability to include these complexities, as our supplier, ETA, is part of the same company. We are currently collaborating closely with them to tailor all our movements to our standards. Evaluated in five configurations, such as the rotor resembling the Rado anchor, is one instance. Consequently, it would be straightforward to create complications for Rado's timepieces.

Nonetheless, while engaging with ETA in the context of development, it is imperative to provide funding. When a business case exists, we can certainly proceed, as exemplified by the Calibre R808. We are presently in the development stages of a project that we believe will greatly delight you. However, this may necessitate an additional two-year wait. Progress requires time.

Rado Anatom Automatic

Given the extensive history of Rado and the broader Swatch Group, what significant changes have occurred throughout the years?

I commenced my tenure as CEO of a watch manufacturer in 2003. At that time, there was a significant disparity among markets, particularly regarding watch sizes. In China, there was a preference for traditional, small-sized timepieces, but in Europe, the inclination was towards athletic, huge watches. Currently, the markets exhibit greater similarity due to worldwide connection facilitated by social media. Regardless of whether you are in China, the United States, or Malaysia, you get inspiration from the same global sources.

In South East Asia and India, yellow and pink gold are significantly more valued than in Europe.

What is your emphasis on the commercial aspects moving forward?

There is significant potential for enhancement in the retail sector, both in Malaysia and worldwide. Effective retail is essential for conveying brand strength to the end-user and fostering a positive market view of the brand. In Malaysia, we are progressing effectively, increasing our market share with the Captain Cook and True collections, and we will persist in enhancing our retail operations to sustain this momentum.

When manufacturing products akin to those of Rado, I prefer not to have the brand shown in a congested setting. It is not a question of arrogance; rather, it stems from our pride in our products. We prefer not to have our timepieces shown in stores that cannot adequately convey all their qualities to the final user. As a customer of Rado, I aim for you to receive excellent service. We aspire to provide optimal service; therefore, we are becoming increasingly discerning in our selection of partners.

For instance, when I commenced four years ago, we had approximately 4,050 places of sale worldwide. We have reduced the number to approximately 3,000 doors, although our watch sales have increased. We are not finished yet.