Rado surely needs no introduction after being in the Malaysian market since the 1960s. The Swiss watch brand adds another feather to its cap with the grand opening of its newly minted flagship boutique in Pavilion Kuala Lumpur.
The evolution of the Rado boutique is nothing short of remarkable, starting as a small 23.2sq metres kiosk in 2011 and later, relocating to an actual boutique in 2016. Today, the new flagship on level two of the mall occupies a space of 94sq metres and features Rado’s latest Shades of Time concept.
The highlight is the unique ceramic experience counter – the first in Malaysia – where guests are introduced to Rado’s signature material. The brand’s most popular watches are put on display, each a reflection of Rado’s legendary design DNA.
“The new store is equipped with the newest retail store concept, which conveys the values and uniqueness of our product in a perfect setting. Our sales staff has the ideal environment to transfer the brand message to our customers and let them feel the Rado difference,” says Rado chief executive officer Adrian Bosshard in his opening speech.
He also highlights that the whole Rado team is very happy and proud of the collaboration with South Korean star Ji Chang-wook.
From left: Ho, Yap, Bosshard, Ji, Steiner and Chong at the flagship boutique’s grand opening.
“We share the same values and focus; it is therefore the perfect fit for both parties. We can see clearly his determination and perseverance in all that he does. He throws himself wholeheartedly into his work, no matter what role he undertakes. His appeal, professionalism and work ethics – these very admirable attributes make him the perfect spokesperson for our brand,” he says.
After introducing Rado’s first yellow gold-coloured Rado DiaStar Original with the brand’s groundbreaking Ceramos bezel, he presents one of the timepieces to Ji.
“We will have more iconic collections to come that will be given modern interpretations,” says Bosshard.
“We want to keep surprising our customers with unique designs and important material innovations.
As the master of materials with absolute competence in the production of ceramic watches, we keep pushing our R&D activities in this field to cater to Rado fans.”
When asked how has the brand’s customer profile changed, he says: “Rado is targeting customers searching for uniqueness, individuality and profiled design. We offer them incomparable value and exceptional wearer comfort.
“We see that more and more young customers are discovering the brand and becoming fans. With the segmentation of our collection into sport, lifestyle and classics, we offer the perfect timepiece for everybody and for any occasion.”
From left: Jasmine, Izzue, actress and singer Janna Nick, and Dini.
Bosshard, who grew up in Biel, Switzerland, and has been interested in watches since he was a child, says it is his passion to transmit the value and emotion of Rado timepieces to more people around the world.
“The longer I work in this industry, the more I learn, the prouder I am to work for the Swatch Group and, in particular, Rado.”
The Malaysian government recently announced a new luxury goods tax to be imposed next year. When asked how this would affect the luxury watch market, Bosshard says that while additional taxes are never an advantage, the luxury sector is less sensitive to such developments compared to other sectors.
After the watch launch in Pavilion Mall’s centre court, Bosshard and Ji went up to the Rado Boutique for the ribbon-cutting ceremony. They were joined by the mall’s chief executive officer (retail) Datuk Joyce Yap and senior director (retail and leasing) Lovell Ho; Rado vice-president (marketing) Rico Steiner and brand manager for Malaysia, Penny Chong.
Local celebrities such as actress/tv presenter Jasmine Suraya, actor/singer Izzue Islam, actors/models Tong Bing Yu, Azrel Ismail and Ruhainies, and TV host Dini were among the first few visitors to the boutique.
