Luxury Swiss watchmaker Rado is gearing up for a strong festive quarter in India, with CEO Adrian Bosshard projecting a 30–35 per cent incremental sales boost between September and November compared to other months.
“In the Diwali period, our sellout is a minimum of 30 per cent higher than normal. Overall, we are targeting 30–35 per cent growth in this festive quarter, and we are optimistic it will be even better,” Bosshard told ETRetail.
India has emerged as Rado’s largest market worldwide, surpassing regions like the US, UAE, China, and Switzerland due to the brand’s deep roots in the country, its robust distribution network, and high engagement levels in communication investments.
“India has a very educated and mature customer base that understands Swiss watchmaking. With demographics and appetite for luxury working in our favour, I see India retaining the number one position in our internal rankings for the foreseeable future,” he said.
Traditionally skewed towards men’s watches, Rado is seeing steady traction in its women’s segment in India. Globally, Rado’s sales split is balanced at 50:50 between men and women, while in India was 25 per cent women and 75 per cent men a few years ago.
“Today, India is already at 30–35 per cent women’s share, and our goal is to reach global parity in the short to mid-term. This growth is supported by collections designed for women, like smaller case sizes, diamond detailing, and our association with actress Katrina Kaif,” he explained.
For the festive season, Rado has launched a 360-degree campaign across digital, print, TV, and outdoor media. The push is built around two star-led hero products: the Captain Cook Chronograph High-Tech Ceramic, promoted by Hrithik Roshan, and the Centrix Super Jubilee, a diamond-studded timepiece endorsed by Katrina Kaif.
“Festive season is a gifting season, and it’s crucial to have products that represent long-term value. Our investments in communication have been heavily ramped up this year,” he said.
Rado operates 34 boutiques and over 200 doors in India, but the brand’s focus is on distribution quality rather than aggressive expansion.
“In the last three years, we have deliberately reduced distribution to strengthen brand presentation, merchandising, and frontline staff training. Growth has been organic through existing stores, not just by adding new ones. Every customer must receive a premium buying experience,” he emphasized.
“Tier 2 and Tier 3 cities are emerging as critical growth drivers. Previously, customers from smaller cities traveled to metros to buy. Now, with premium doors opening locally, growth in these markets is higher than in Tier 1,” he noted.
While global e-commerce contributes around 5 per cent of Rado’s sales, in India the brand remains overwhelmingly offline-focused. Rado is present on Tata Cliq Luxury, but online is only an additional channel for the luxury brand.
“The crucial sales channel for us is brick-and-mortar. We do not chase short-term gains through discount-led distribution. Rado is not a fast-consumption product; rather, it’s an investment,” he said.
With India cemented as its leading market, Rado continues to invest in R&D, new materials, and design innovation, while expanding its retail presence in the right locations.
“Our objective is to stay the leader in our price segment and grow in sync with India’s evolving retail ecosystem. The opportunity is massive, and our strategy is built on sustainable, premium growth rather than chasing volumes,” he concluded.
