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A spirited campaign, online communication, iPhone apps and hi-tech designs – Rado's latest agenda is to spark a connection with the younger generation. And it shows in all its latest efforts and launches.
Inaugurating the brand's 14th store, at The Express Mall, Chennai, Mr Olivier Cosandier, Rado Vice-President Sales, in an exclusive chat with Business Line , says, “Fifteen years ago, we had older customers, but now, we have lot of youngsters buying Rado. We are there in the online media space and Indians have a very strong share there.” And that's perhaps why the brand's latest designs and innovations have an instant appeal with the younger generation.
The brand has recently started its own iPhone application which goes beyond guiding users through its products, stores, news and special events. It serves as a guide to art and design highlights in 24 cities around the globe, including Mumbai. The brand states that, “Within each city guide are dedicated sections on city information, architecture, art, design and fashion, comprising 302 geo-located objects.”
Though the number of people who have downloaded the app has not yet been determined, they hope to connect with the younger iPhone wielding Rado fans.
At BaselWorld 2011, Rado premiered its global advertising campaign ‘Unlimited Spirit' where each of the new ads boldly presents one of the Swiss brand's iconic watches against colourful backgrounds.
Stating that ‘Unlimited Spirit' is more than just a campaign and the driving essence of the business, Mr Olivier explained that the brand hopes to highlight its breakthroughs through this. Watches like the world's thinnest ceramic watch and the edgy new Rado material Ceramos are the latest in its slew of products, and an instant winner with the younger section of its customer profile.
The new Rado store in Chennai, the second in the city, houses an exclusive selection of the brand's celebrated products such as Rado Sintra, Ceramica, Centrix, Integral, True and V10K, apart from its range of high-end jewellery watches.
Rado falls under the umbrella of the Swatch Group and has 175 points of sales in India, including its own boutiques, multi-brand outlets and shop-in-shops.
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