Peter Kaesar
Vice President Sales, Rado
Ceramics and watches don?t usually gel. Yet Swiss watch company Rado has carved out a niche for itself in making high-tech ceramic watches, and indeed other scratch-proof materials. And to present the brand?s new collection, Ceramica XZ Colors in India was the global vice president, sales, Peter Kaesar. Having made a success of it worldwide, he is confident of the new collection?s success in India too.
And why not. For though India may be the magnet for top end brands this decade, a few brands like Rado maintained links even earlier. Kaesar reveals even in the 1970s, Indians bought Rado watches, albeit in locations like Singapore or the Gulf. ?They needed servicing and we had service facilities for them even then,? says Kaesar. ?We spread out distribution network in India in the 1990s and today there are about 150 Rado outlets in the country.? This premium watch brand, which is among the top three brands in terms of sales in India, has seven exclusive stores in the country. And Kaesar is confident about the company?s prospects in the coming years too, for there are plans to launch another eight this year. The major metros are the prime targets for the brand. ?For a high fashion image, it is important to have the right locations and environment.?
Rado, which makes about 5,00,000 watches a year, has its fastest growing markets in India and east Europe. China is the top market at present, and India is among the top five. Rado now has five ranges of its watches ? Sintra, True, Original, Integral and Ceramica ? in India, reveals Kaesar. ?Integral is the best selling brand, while Sintra and now Ceramica are top sellers as well here,? he says. Kaesar is also confident of maintaining the company?s year on year growth in India at about 30%. The new collections of Ceramica ? XL Jubil?, Chronograph Jubile and XL Pav? ? move away from matts and whites to focus on strong colours. ?There are lots of production possibilities,? Kaesar says of the new range, which starts from
Rs 1,59,000 and tops at Rs 9,95,000 that it comes in nine shades of green, blue, violet, silver and gold, and is adorned with gems like diamonds. In his opinion markets like India will find the colour versions of this hitherto white watch particularly attractive. ?The Ceramica XL Pav? has a diamond-studded dial,? Kaesar waves his wrist, showing off a dial that looks like an intensely bright star-lit sky!
Pricing for him is not an issue, even in this sensitive market, now hit by recession. ?The luxury market is not hit by these trends,? he says, explaining that pricing is a question of perceived value. ?Part of the pricing is rational and part emotional for a luxury category product.? And he holds this to be particularly true for India, also pointing out the behaviour of the Indian luxury customer is the same as their counterparts in other places.
Rado also sees high potential for finding customers among the younger populations. ?Worldwide, the luxury watch segment is growing, and there is increasingly a higher share of younger people buying,? says Kaesar, who has worked with the company for 25 years! In India, the primary buyer of this brand?s watches is the 30+ segment, but globally there are significant sales from those below the age of 30 as well, he says. And while the jewellery aspect is getting highlighted, 55% of Rado customers are male. Challenges for the Indian market ? custom duties and real estate rentals shooting up. ?Our pricing nevertheless remains about the same as in other markets,? he says.
Kaesar first visited India in 1986. ?India has changed a lot since then,? he marvels, pointing to transforming lifestyles and modern retail as major changes. And he is confident that given the way it is growing, he has many more visits to make to the country.