Adrian Bosshard on how Rado is strengthening its position with collabs and limited editions

With a focus on special editions and gender-neutral timepieces, CEO Adrian Bosshard says India will continue to be a crucial market

Adrian Bosshard is relaxed, sitting in his office in Lengnau, Switzerland. Behind him is an artwork of the Swiss Alps, and in front, a selection of Rado watches. There’s one from the Integral collection that his wife gifted him 30 years ago, and a new model from the Captain Cook collection that he wears daily. Both highlight the Swiss brand’s high-tech ceramic, which, as he says “is a material that is fully proven because we see that more and more brands are starting to use it, like Blancpain, Omega, Longines, Hublot”.

The CEO adds that it is a sign that the material has huge advantages. “As Master of Materials, Rado has the highest experience in this field, and we are a step ahead in using it,” he adds, sharing that the brand is currently focusing on new colours, though R&D continues. “As with a sport, when you are winning, you cannot stay and rest, you have to work to stay on the winning level.” The former motorcycle racer would certainly know.

The colours have found their way into new pieces, like the recently-released True Square designed by multi-disciplinary artists Thukral and Tagra. Last year, Rado worked with up to five artists/designers on collaborations, though, going forward, they plan to have two a year “in order to celebrate the collaboration and to communicate it on a longer scale”.