By Neha Mehrotra

For decades, RADO has been at the forefront of innovation in the watch industry, particularly in the development and mastery of high-tech ceramic—a material that has become synonymous with the brand’s identity. Among the few luxury watchmakers that have successfully established a strong presence in the Indian market, RADO stands out for its craftsmanship, technological advancements, and deep-rooted connection with Indian consumers.

At the India Art Fair in New Delhi, where the brand launched its latest watch, the Diastar, in collaboration with Tej Chauhan, we had the opportunity to sit down with Adrian Bosshard, CEO of RADO, to discuss the inspiration behind this latest collaboration, the brand’s longstanding relationship with India, and what lies ahead for RADO.

1. How important is the Indian market for RADO and how has the brand disrupted the country’s luxury market?

We have been living a very strong love story between India and RADO for decades. As one of the first luxury watch brands to establish a presence in India in the late 1950s, we built deep-rooted connections through a strong distribution network and dedicated service centers. Our profile product assortment with Centrix, Captain Cook, the Diastar and the Anatom is highly appreciated because the Indian customers really like our profile. They also like the fact that we mainly work with high-tech ceramic materials that are scratch-resistant, light-weight and also have great wear comfort. This factor really helped us on a level that today we are in our price segment by far the strongest brand and are leading this market segment. And with this important position, we were also able to put India as the number one brand and number one country for RADO globally.

2. In India, watches are often closely associated with the wedding market, which continues to grow significantly. Do you view this as a limitation or as an opportunity that RADO plans to further leverage?

We absolutely see this as an opportunity, especially since we offer a wide range of couple watches. The long-lasting quality of our timepieces ensures they always look as good as new—much like a strong marriage. This makes RADO a perfect choice for a wedding gift market. In fact, my first expensive watch was a wedding gift from my wife in 1991—a RADO Integral. More than 30 years later, it still looks brand new due to its high-tech ceramic construction. It was one of the first watches made with this innovative material, and its durability speaks for itself. And in India, where wedding gifts from either your husband, wife or parents are given with the ambition that they remain with you for life, RADO is a perfect fit.

3. Can you give us a little introduction about the watch, Diastar, which is developed in collaboration with Tej Chauhan?

The RADO Diastar is one of the most iconic designs in the global watch industry. In 1962, it was launched as the first full scratch-resistant timepiece in the world, scratch-proofed with sapphire glass, a hard metal case and a specific oval case. It has been decades and till date, the Diastar has been one of the brand’s best-selling timepieces globally. So, we decided to design a piece for 2025 in collaboration with Tej Chauhan, who is a friend of the brand and a very creative designer. With Tej’s creativity, RADO’S craftsmanship, and the vibrant backdrop of the India art fair, we’re excited to bring this new timepiece to life and look forward to its success.

4. Since the Diastar has been launched at the India Art Fair, what impact do you wish that the watch creates for all the art lovers in the country?

Every watch is an artwork created by our watchmakers, engineers and designers. And every year we are also working on one or two pieces with external designers. We are selective, as these designs are very critical for us. We are doing a second timepiece with Tej and he is capable in a very provocative way to highlight the unique shape, design and also the specific DNA of the brand that we stand for. Furthermore, here in India we are definitely attracting a complimentary audience, which is probably art-orientated, design-orientated, and enjoys and appreciates fresh designs. So the combination between a big traditional, strong global brand like RADO and a creative and provocative artist like Tej is a perfect match.

5. What is your vision for the Indian market over the next five years?

When it comes to products and features, our vision is clear—we are committed to building on our strengths and upholding our reputation as the ‘Master of Materials.’ This means continuously pushing the boundaries of innovation, creativity, and research to ensure RADO remains at the forefront of watchmaking. In terms of distribution, our focus is on quality, not quantity. With around 200 stores already in place, our goal is to expand our presence by opening more exclusive boutiques, particularly in Tier 2 and Tier 3 cities. While our current boutiques are mainly in Tier 1 cities, we want to elevate the customer experience across India by offering a more personalised and immersive journey in our dedicated RADO boutiques.

6. What’s one RADO timepiece that you would love to wear for the rest of your life?

I have three kids. Never ask me which kid I like the most. I like all my watches! The one that I’m wearing is a specific piece because it’s the RADO Anatom. The first one was launched in 1983 when I was a young boy and I loved that watch. When I came to RADO five years ago, I saw that Anatom is not produced anymore so we decided to relaunch it in September 2020. And in November 2023, we launched the rubber strap at the Miami Art Fair and in January 2023 in Delhi. And in November last year, we launched the high ceramic strap.