Art On Your Wrist: Rado’S CEO On The Iconic Diastar Relaunch

The DiaStar Original for Rado is the product that changed the face of the brand from a family atelier to a innovation-forward company. First introduced in the Basel Watch Fair of 1962, DiaStar is famous for being the world’s first scratch-resistant watch. It soon became a trademark of the brand, revolutionising the possibility of a scratch-free surface, making it a viable option as an everyday luxury item. The DiaStar has geared up for another refresh, the latest from the brand. This time, it has been re-imagined by Tej Chauhan, an award-winning industrial designer, known for his cutting-edge designs in the product space. Launched at the India Art Fair, it was a clear signal to the brand’s patrons how seriously India is taken as a market by the brand when it comes to bringing their latest releases to the country. Outlook Luxe caught up with the Global CEO Adrian Bosshard, and the designer Tej Chauhan at the launch of the DiaStar original’s new rendition.

How did the collaboration with Tej Chauhan come about?

ADRIAN: It was in 2018 that we met in an art fair. Since our sensibilities matched, we decided in 2019 to make the first design piece with True Square (another Rado classic). After great success, we decided in 2023 to do an additional design on the most iconic timepiece of the Rado collection, the DiaStar original and to launch it at the India Art Fair in 2025. We are very proud of the one and half years of collaboration, to be capable to present this very exquisite and unique timepiece, DiaStar original with the fingerprint of Tej on the strap and the whole timepiece.

How important is India as a market for Rado?

ADRIAN: We have an amazing journey. Nowhere in the world do we have a market share like in India. We are dominating in each price segment currently, and therefore India is for Rado the biggest country worldwide. We are present all over the world, in all continents, over 80 markets, but Indian market is the biggest market that we have, thanks to the strong roots that we have over several decades and a stable team. Of course, thanks to the fact also that Indian customers gift watches for specific occasions such as weddings. Weddings are an event on the basis of which you are going to build your whole life, and of course if you are giving a target, you want to also give a watch which will stay the whole life. When you’re marrying, the target is that it is for life, and it is the same with a Rado watch, it is for life.

How was the design process on the DiaStar for Rado?

TEJ: We started working on the design piece in 2018-19. I’ve been doing this 20 years. You can count on one hand those few collaborations that are just going to knock it out of the park. I was really blown away by the combination of high-tech design innovation and traditional Swiss watchmaking craftsmanship. My craft is all about telling stories and this was a perfect part of it. Our first collaboration was quite a success, and it has been an incredible journey.

Would you say watches are wearable art pieces?

TEJ: You don’t need watches to tell the time anymore. Wearing them is a choice. I have always worn a watch. There is an element of personal statement that comes from wearing a watch. These pieces are built to last forever. I’m fascinated by this movement which is kinetic, is telling the time, and is going to be accurate for thousands of years. As an object it is perfect. It is completely functional, and it will never stop working. I find that very interesting, just as a concept. To be able to craft a physical experience around that makes it more special. I like the way it looks, but I love the way it works. It is a precision instrument that performs a task that will not become obsolete, which is telling the time.

What is it about watches that you find intriguing in present times? What is the appeal of a watch beyond its original function?

ADRIAN: It’s absolutely true that there are other ways to tell the time. I still look at the watch when I want to tell the time. Nobody needs a watch, but a lot of people decide to want the watch. A watch is a technical as well as a design artwork. You need absolutely high level engineering as well as precise handwork to make such movements happen. On the other hand, you need design inspiration to have appropriate shapes. You need precision at hands and dials to make it work, especially in combination with high-tech ceramic which needs watchmaking competence. This makes a watch a personal artwork, a personal commitment. Without the watch, I cannot move out of home. I have a personal relationship with it, that stays on with time unlike say a mobile phone which, once its broken, is gone.

It’s a luxury good with soul, thanks to these multiple elements which is realised to have a precise functional and beautiful timepiece in the end.

Is there a strategy difference between first time buyers and multiple watch owners when it comes to purchasing a watch?

ADRIAN: We have all kinds of buyers with us who have a Rado collection. Families have 10 or 20 Rado watch collections. We have old customers who are gifting to their kids. But on the other side, more than the aspirational designs, we are attracting new customers. The new customers are beyond 25-45 years old. Thanks to our collaboration with Hrithik Roshan and Katrina Kaif. In cricket, we are attracting watch lovers from across ages. Repetitive clients are very nice and we care about them, but it is also about giving a chance to new customers to own a Rado product and where one on their wrist. There is a real joy in being able to deliver this kind of expression which creates a foundation to tell a story. There is an incredible story behind the brand.