Rado, the Swiss watchmaker owned by The Swatch Group, claims to target women consumers in India, who plays a key role in the luxury watch market. With India ranking among its top three markets for both sales revenue and growth, the brand has appointed actress Katrina Kaif as its second global ambassador from Bollywood. This appointment aligns with the launch of the Rado Centrix range and complements the brand’s established long-term association with actor Hrithik Roshan.
In a conversation with BrandWagon Online, Adrian Bosshard, global CEO, Rado, discusses the brand’s approach to the Indian market, the recent appointment of its second brand ambassador, its marketing strategies, among others. (Edited Excerpts)
How has Rado, which is a luxury watch brand, grown in India?
India’s growth and achievements in the last 10-15 years are a source of pride for us. We acknowledge our global standing but also recognise the connection we have with the Indian market and consumers. This obviously comes with a responsibility to bring special joy to Indian customers. Our teams understand the specific desires of Indian customers, and this awareness is integral to all strategic decisions. Rado has a history of innovation, being the first to introduce scratch-resistant cases and produce timepieces in ceramic. We are known for our courage in presenting unique, iconic designs, from the True and the Automatic and the Centrix, with a special mention of the Captain Cook designs.
As a pioneering brand, we continually strive to please the Indian population in our future developments. Even without the brand name on the dial, our products have a strong identification through design. The journey doesn’t stop; we are always evolving. In the upcoming months, expect important surprises for our global and Indian customers. The Captain Cook, launched with Hrithik Roshan, featuring our new Skeleton movement, is just one of the exciting offerings. Rest assured, we are committed to keeping the surprises coming.
How important is the women’s category for Rado? What are the marketing strategies for the new Centrix version with Kaif?
Rado currently sells 50% of its watches to both men and women. In India, the market share is currently two-thirds for men and one-third for women, with the women’s segment showing growth. The appeal of Rado’s ceramic material, unique designs, and diamond pieces is gaining traction among Indian women. As we recognised the potential in the women’s segment, the focus on female-centric communication aims to achieve a balanced market share. The introduction of an ambassadress is expected to accelerate this, bridging the gap between the product and potential consumers.
On the global stage, I’ve noticed an increasing number of women assuming important roles and functions. As women’s education and societal positions continue to advance, their influence grows, a trend evident not only worldwide but also in India. Globally, we have many women in influential positions, demonstrating competence regardless of gender. It’s becoming less about gender distinctions and more about performance capabilities.
This shift is apparent in India and globally, where women, empowered by education and a focus on fitness, are taking on roles with growing purchasing power. As a result, there’s an expanding presence of women in luxury markets, a domain to which Rado naturally belongs.
What have been Rado’s marketing strategies historically and how has it changed over the years?
Our marketing strategy centres on maintaining a premium presentation across all points of sale, creating a luxurious setting for our high-end products. We are supported by our retail staff who are a critical trade marketing tool. Collaborating with fitting brand ambassadors is essential to drive demand and it should align with the brand’s essence. Hrithik Roshan, a friend and partner for over a decade, stands as an ambassador for Rado. Now, with actor Katrina Kaif, we have a female ambassador for a long-term partnership based on her commitment. This testimonial approach holds significant importance in India.
While in India digital holds a significant ground, we acknowledge the importance of traditional media such as print, billboards, and TV. Striking a balanced media mix is important to reaching the maximum potential customer base and effectively conveying the timeless beauty and emotional values of our brand to end consumers through individually adapted media blocks.
How is the relationship with your brand ambassador symbiotic?
Our products reflect our brand values, and feature unique designs and meticulously crafted cases. Katrina’s on-screen performances may seem effortless, but they entail hard work behind the scenes. Similarly, creating a timeless watch requires meticulous attention to design and aesthetics. The appeal of our watches speaks to the craftsmanship involved. Collaborating with ambassadors like Hrithik and Katrina is significant for us, given their alignment with our values—long-term dedication, quality craftsmanship, and creating products that promise lasting satisfaction for consumers. It’s not just about momentary joy; it’s about standing the test of time.