“This is our aim and strategy,” Bosshard says in his charmingly accented English. “We want to offer customers achievable luxury. But we are offering a lot of value with that product. The price bracket between RM4,000 and RM15,000 is very interesting, all over the world — it’s reachable, and not an inaccessible price point.”
Most unusually, Adrian Bosshard starts his interview with Options by turning the spotlight away from himself. Instead, the well-liked CEO of popular Swiss watch brand Rado puts the person who should be asking the questions in the hot seat. Am I familiar with Rado, he asks, and how much do I know about the brand? Do I have a favourite watch? It bodes well for our chat that this part goes nicely, and Bosshard emerges to be a charming, delightful conversationalist throughout our hour together.
The Swatch Group-owned Rado is no stranger to the local watch market, although it is correct to say that the last five years or so have seen the brand become more active in terms of customer engagement and product development. But the one thing that has remained constant since its inception is Rado’s dogged dedication to materials research, ensuring each of its watches represents a new frontier in this field — from its DiaStar, which comes in at a most affordable RM4,000 ($1,243), right up to its high-tech ceramic Captain Cook, priced at RM15,000 and the brand’s current bestseller. This is well and truly accessible luxury at its very best.
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