RADO represents an absolute antithesis of Omega brand. Indeed, the very RADO philosophy lies in a nutshell: be different. Being different from others in design and materials, being an innovator in technology and marketing. RADO is watch from another world. Without such rich and remarkable history as Omega, this brand is positioned in the same price niche, and also enjoyed great success. What it involves?
Man is arranged the way that, living in this day, he seeks to look into the future, tomorrow's day. RADO watches - one of the few opportunities through which we can see tomorrow. If Omega - a reflection of decent past and no less worthy present, RADO represents a good present and, simultaneously, a signal of future.
RADO is a different world. First of all, this is reflected in materials used for manufacture of watches. The brand's slogan - «Time changes everything except RADO». Indeed, counting time, RADO watches are beyond it: they do not grow dim, age, they are hard to scratch.
The pledge of this - 30 patents for technologies and materials. Hard alloys based on tungsten carbide and high-tech ceramics used for thermal protection of space ships - these materials have been registered in horology due to RADO. At the top of pyramid hardness - lanthanum watch and Vision 1 - the first in the world watches made of synthetic diamonds, listed in the Guinness Book of Records, as the most solid watch on Earth.
However, only revolutionary materials are not enough for success. If Omega prefers a traditional, predominantly round form of cases, RADO experiments with forms boldly. New RADO models are perfect proof to this fact.
Structure of RADO collections is not so strict, as that of a slightly conservative Omega. RADO aims to show all facets of watch design. Here you can find rectangular Integral, oval Ovation, original DiaStar and futuristic Xeramo and Cerix. Well, eSenza is perhaps the most unusual one, - watch without crown. Whatever different RADO models may be, there is something that unites them and drew hundreds of thousands of people to them: innovative spirit, a desire to explore new ways.
RADO brand received numerous awards. And, if other watch companies have awards for own watchmaking or participation in any significant developments, RADO received almost all of them for achievements in the field of design.
The concept of promotion and a clear target audience represent the brand's strength area. RADO buyer - a person who cares about design, the one who wants to be independent and likes things «of the future». Unusual design and advanced materials emphasize its independent thinking and desire to all advanced.
Comparing Omega and RADO, it becomes clear that these brands are situated at different poles. If Omega represents a symbol of luxury conservatism, RADO is always at the peak of innovation, technology and design, while trying to preserve time. For themselves.
In the field of communications RADO also maintains their famous principle of «distinct».
An advertising concept of many brands, including Omega, involves using a personal image, normally celebrity, near watch. While this, associations caused by that person, are transferred to watches. At the same time, RADO brand have been showing only watches in advertising company for a long time, believing that they themselves are worthy of admiration. Now Omega advertising concept, associated with De Ville Co-Axial collection, does not use any images, except for watches.
While RADO, following their principle, in contrast, involves people in an advertising campaign, stressing that RADO are watches for people.
However, RADO advertising shows no stars, we see ordinary people, the same as their real customers. These are people who are not afraid to change their lives - like that girl that could leave the house today, and be somewhere in Milan or New York tomorrow. Stories that take place with people, show how rapidly the world is changing, and thereby emphasize the continuing value of RADO watches.
Youth, fame, otherness to any other brand, strong advertising support - RADO has all these necessary elements for success. What else do they need? Perhaps, only people's aspiration for the future, but it is a natural feature of Homo sapiens.
Dossier
Year of foundation - 1917.
For the first time RADO brand emerged in 1957.
Annual production - 500 thousand units of watches.
In terms of sales in the price range of $ 500-5000, RADO takes the fourth place in the world after Rolex, Omega and Tag Hauer.
Major markets: Europe, Southeast Asia, the Middle East.
Bestsellers in the world - Integral (34%), DiaStar (12%) and Sintra (12%).
