In a luxury market where heritage meets modernity, Rado stands out as a Swiss watch brand that has steadily woven itself into the cultural fabric of India. The brand’s growth in India is no coincidence—it results from meticulous planning, customer-centricity, and the visionary leadership of Adrian Bosshard, Rado’s Global CEO.
Bosshard’s leadership philosophy aligns seamlessly with Rado’s core values, emphasizing sustainable practices, quality craftsmanship, and a focus on building lasting customer relationships. Recently, Bosshard has also overseen landmark initiatives, such as the launch of a new edition of the Anatom timepieces—a collection with a legacy of over four decades—and the collaboration with Bollywood actor Katrina Kaif as Rado’s global brand ambassador.
As India ranks as the brand’s top market globally, Bosshard, in a candid conversation with ETRetail’s Pallavi Goel for the Inaugural Edition of ‘Top Shelf’, reflects on this journey with pride and discusses Rado’s strategy for maintaining its position amid fierce competition.
Pallavi Goel: How has Rado disrupted the traditional luxury market in India?
Adrian Bosshard: Rado’s success in India’s luxury market didn’t happen overnight; it’s been a journey built on years of hard work, commitment to quality, and a deep understanding of the Indian customer. We were present in India well before we officially began distributing our watches. By establishing robust customer service across the country early on, we created a foundation of trust and loyalty, offering not just products but also dependable after-sales service and emotional connections with our customers.In India, customers expect quality and longevity from luxury purchases. When someone invests in a Rado watch, they are looking for something that will last well beyond a few years; they seek timeless quality they can rely on for decades. Our position in the market is strengthened by the premium materials we use, our renowned craftsmanship, and our leadership in innovative materials like high-tech ceramics. This reputation has resonated with generations of customers in India.
Many young buyers today are familiar with Rado because their parents and grandparents owned and cherished our watches.Adrian Bosshard
Today, when Indian customers think of purchasing a luxury Swiss watch, Rado is often one of their top choices, and we are proud of that. India’s importance to our brand has only grown, especially as it is now one of the largest consumer markets globally. Our commitment here is unwavering, and we continually invest in innovation, customer engagement, and communication to stay connected with our customers.
Pallavi Goel: What position does India hold among Rado’s top markets?
Adrian Bosshard: Globally, India is steadily rising within the watch industry. Today, India ranks as one of the largest watch markets worldwide, and for Rado, it has become our top market, surpassing other major regions. This is a remarkable achievement. Rado has made significant strides in both quality and reach here, solidifying our number-one position. The Indian market is one of immense potential, driven by a growing population and rising purchasing power. Our entire team is incredibly proud of the strong market share we’ve built. As India’s economy and consumer demand continue to expand, we’re committed to strengthening our presence here by focusing on customer satisfaction, meaningful engagement, and brand loyalty.
For us, it’s not just about figures; it’s about sharing our passion for the brand and ensuring that Rado remains a symbol of excellence and emotional value for our customers.Adrian Bosshard
Pallavi Goel: How is 2024 performing for the brand?
Adrian Bosshard: In 2024, we are experiencing robust growth at a high single-digit rate, and we’re optimistic about closing the year with double-digit growth. Following a record-breaking year in 2023, achieving another strong step forward requires careful preparation, especially for the Diwali season, where demand surges significantly. To meet this demand, we planned meticulously from the beginning of the year, ramping up production to ensure we have enough inventory to meet the enthusiastic response from the Indian market. This production alignment is essential, as balancing such a high level of demand is always challenging. However, I am pleased to say that we are on track in both demand and supply, and we’re confident that with these preparations, we’ll deliver another successful year for Rado in India.
Pallavi Goel: Rado is witnessing a global shift towards sustainable and ethical practices. How does Rado view sustainability today?
Adrian Bosshard: Our commitment to sustainability at Rado spans two key areas: sustainable production and product longevity. Since the Swatch Group was established in 1983, merging several historic brands including Rado, sustainability has been a foundational principle. When Mr. Hayek Sr. led the merger, he emphasized that all production practices across the Group must prioritize environmental responsibility, as we have just one world to protect. As a result, every factory and office within our group focuses on sustainable practices—from optimizing heating systems to refining manufacturing processes. These sustainability programs have been a priority for decades, not just a recent initiative. Beyond production, sustainability is embodied in the longevity of our products. Unlike many electronic goods that need replacing after only a few years, our watches are designed to last a lifetime—and beyond. I still wear my first Rado watch from 1991, a piece that remains as elegant and functional today as it was over 30 years ago. This watch, which I will eventually pass down to my children, exemplifies true sustainability.
Editor’s Note: Rado’s story in India is one of tradition, innovation, and emotional connection, driven by a vision to blend luxury with meaning. Under Adrian Bosshard’s leadership, Rado not only strives to meet market demands but also ensures its products carry forward the legacy of timeless craftsmanship and sustainability. With exciting new launches, a growing customer base, and a strong market position, Rado is set to have an iconic journey in India’s luxury watch segment in years to come.
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