RADO V10K

Design Innovation at Rado is inextricably linked to its vision of the future. With the V10K, the brand transposed nanotechnologies into the reality of watch making, thus materializing its original vision of inalterable purity. More than a simple technological realization, this watch model opened the door to new possibilities. Rado has since then presented a concept watch combining the high-tech diamond technology, which it alone in the watch making world possesses, with a new revolutionary lightweight ceramic. Its extreme lightness offers a novel and absolute comfort to the wearer, synonymous with the ultimate luxury that underlines the Rado vision. A watch making milestone for having reached the same level of hardness as a diamond, the V10K was the consequence of intense R&D. The resulting concept watch is a veritable concentrate of innovations, enabling the testing of new materials, constructions and processes: an entire high-tech diamond coating with a unique matt finish, a revolutionarily light ceramic resulting from a highly technical procedure transposed by Rado into the watch making world, and a bracelet construction with an articulation based on a highly elastic form-memorizing alloy core. Positioning V10K is a watch whose surface is made of high-tech diamond and which remains today the hardest watch in the world. Packaging Furthering its partnership with Jasper Morrison, the new Rado packaging for V10K received the 2008 prize in its category at the I.D. Design Review organized in New York in July. This distinction was awarded for the concepts of watch protection and revelation of the packaging when it is shut or open. The new watch packaging is crafted from black leather, with no visible stitching. The Rado V10K you see today certainly is very striking in design. The strap is made from rubber, which is available in black, orange, and red. The case back and clasp are made from titanium. But is the casing that stands out from other watches. The V10K wristwatch has a very simple - almost stark design. The casing is black, with 2 white hands; there are no hour markers. The designers didn't want to break the flow of the casing so they did away with a crown. Time adjustment is done by means of a magnetic device that is integrated into the strap against the case back. As you would expect, the Rado V10K costs a small fortune but for those of bottomless pockets there is a version available with diamonds on the watch face. Promotion The press event took place in Naoshima (Japan) in exceptional surroundings, showcasing the world of art, design and architecture. In this atmosphere of Zen aestheticism, the brand presented itself with a personalized approach, encouraging its guests to rethink the fundamental elements of true comfort and quality of life. Taking them far away from the hectic everyday world enabled the brand to be transposed into a different, pure environment: the perfect metaphor to express the new Rado.

Target Customers The Rado V10K watch isn't going to appeal to the mass market. Its styling can seem so understated as to be absent altogether. But the V10K wasn't designed for the mass market; rather it was designed for those who appreciate that they possess something that is unique, as well as a timepiece that is a part of watch making history.

Distribution Under the sign of Rado // for distribution of V10K, numerous franchised stores were points of sale and the inauguration of three points of sale under the brand s own name. After Hong Kong in May 2008 and before Macao in November, a boutique opened in Vienna in June. This European First gave form to the new Rado concept already tested at its Basel world stand, playing with the idea of the watchcase as mirror. This gave rise to a resolutely modern world, perfectly in tune with the message that the brand embodied and able to showcase the products beautifully. The favorable reactions to the boutique told the same story as the sales achieved since its opening. Brand building In terms of brand building for V10K, Rado adheres to three principles when they appoint retail stores. These are location, professionalism of the men who would sell our products to customers, and merchandising. We give time and effort to merchandising to ensure that the consumer is motivated to buy. RADo has a selection process dealers .It goes about expanding the market in a systematic way without compromising on merchandising and dealers ability to sell our brands. Rado brings world`s hardest watch to Indian market Rado unveiled its latest innovation V10K, the world s hardest watch, to the Indian market. V10K stands for Vickers 10,000 where Vickers is a scale of hardness. As per the manufacturer, the watch is made from high-tech material that s scratchproof, extremely durable and much stylized. This is something Indian customers prefer. The most fascinating facet of V10K is that despite being the hardest, it is an elegantly designed piece, says Rado watches brand ambassador Lisa Ray. Roland Streule, President Rado Watch Co, Switzerland, said, The Rado V10K is a watch that comprehensively fulfils the demands of outstanding design, technological innovation and an elegant time piece. Available in one size and priced at Rs 1,93,000, the watch would be available in the market tomorrow onwards at select retail outlets In India, Rado focuses to strengthen its presence in tier 3 markets and in big cities where there is need and demand for retail store but a medium or large format store may not fit in. This outlet is a pure watch store concept offering wide range of watches to choose from. Around 1250 watches would be displayed which will include the latest collections like V10K, Jubile and Ceremica.

Rado is continuously in the endeavor to reach out to our consumers through different retail formats across the country. Retail has always been our strength. With this new small format store, we aim to get closer to our consumers and simultaneously grow the watch market. We have designed this store understanding the need and requirement of our customers and we wish to extend a good shopping experience to them keeping up with the Titan standards. Besides showcasing the best of Rado, the store offers the reliability and guarantee that comes with every product from the Rado stable. It has a well equipped Watch Care Center to take care of all after sales service needs of the customers with well trained and technically qualified service staff. Marketing in Delhi In India, Rado can open its first standalone store in Delhi and bring an almost-complete range of its timepieces to its fans here. V10K, made from high-tech synthetic diamond, which boasts hardness on par with genuine diamond. And then there's the r5.5 collection, created by industrial designer Jasper Morrison. The need to open an exclusive store is that Delhi is an important market for Rado, and it has always been looking for a strategic location. Like Rado, which is very much focused on design, Center One, where the store is located is an architecturally stunning landmark." Rado's design-driven aesthetic is reflected in the look of the store. The smooth black glass covering its walls and fixtures are reminiscent of the highly polished materials used in its watches - contrasted by the raw, industrial finish of its flooring. It is very tasteful, but more importantly, it does not detract from the elegant timepieces within.