India followed a similar trajectory: by 1960, Rado’s global after-sales service map already showed the existence of a local structure, proof of the brand’s early commitment. Thanks to a rigorous after-sales service strategy, carefully selected local collaborations and the involvement of iconic Indian ambassadors, Rado is gradually establishing itself as a watch industry benchmark.

While Rado’s presence in India dates back to 1956 when the first transactions took place with a Mumbai-based retailer, it was in the 1960s within the Gulf countries that the brand’s international success really took off. At that time, Schlup & Cie – the company that later became Rado – was already trying to establish itself as a leading watchmaker in the Middle East, thanks to pioneering partnerships with agents in Dubai and Saudi Arabia.

From the second half of the 1970s onwards, Rado published catalogues and advertisements in the country’s main languages, even though it was not yet officially present there.

The link with India? The diaspora. In the 1960s, the discovery of oil deposits in the Gulf countries led to a high demand for labour. Many Indian workers were recruited in the construction, shipping and energy sectors. This significant presence in markets where Rado was already well established enabled the brand to make a symbolic entry into the Indian market. This human and cultural link played a decisive role in establishing Rado’s foothold on the subcontinent.

Dubai thus became a strategic gateway for exports to India. In its 1968–1969 annual report, Rado emphasisedhow “The emirate’s flourishing trade and rapidly expanding Indian community make it an ideal hub for re-exportation.”

This system is not based solely on logistics, but is also deeply cultural. The Gulf became a natural extension of India’s economic geography. Rado’s reputation among Indian workers and entrepreneurs in the region laid the foundations for lasting prestige, which then became firmly rooted in the local market.

In Hindi and Bengali from the 1970s onwards

One of the most telling signs of Rado’s growing interest in the Indian market appeared in 1975 with the publication of a quadrilingual catalogue in English, Arabic, Hindi and Bengali. Marketing that was already adapted to the country’s languages and careful thought devoted to re-exports clearly demonstrate the importance the market represented for Rado. Designed for India and the Gulf countries, this catalogue was probably aimed at the diaspora or re-export channels. The choice of languages accurately reflected the complexity of social, cultural and commercial exchanges along the Indus basin at the time.

The various Rado service centres in the mid-1980s.

In 1978, Rado took a new step by entering the Indian press as part of its pan-Arab advertising campaign. The first advertisements appeared in major English-language publications such as The Times of India and Dawn. In less than a year, the brand expanded its presence to regional publications such as Bombay Samachar (Gujarati), Malayala Manorama (Malayalam) and Hindustan Times, marking the arrival of the first advertisements in Indian languages.

By 1981, Rado was everywhere: from Dharmyug magazine to regional newspapers such as Kerala Kaumudi, Sandesh and Gujarat Samachar, along with Air India aeroplanes and their in-flight magazines. The Swiss brand had not only found its voice in India, but also true cultural resonance.

The key role of service centres

Behind Rado’s success in India lies an exceptionally precise visionary strategy. In 1975, the brand established a partnership with a Mumbai-based watchmaker, whom it appointed as its official service agent for the local market. In 1980, he was trained in emerging technologies by the brand, directly at its headquarters in Lengnau, Switzerland. He then returned to India and became the cornerstone of Rado’s activities for more than 20 years. This meticulous approach transformed the customer experience: by 1984, 18 service centres were already spread out across the country, offering quality equivalent to that of Swiss workshops. Repairs were carried out in less than 15 days and parts were replaced locally, achieving what would become a legendary level of efficiency.

In the summer 1999 issue of RadoStar magazine, the brand proudly described its Indian network as “the most efficient and technologically advanced service system in the world”. This was striking proof that for Rado, innovation does not stop at the product, but instead extends to every detail of the customer relationship.

Boutiques and local ambassadors since the 1990s

A form of liberalisation of the Indian economy in the 1990s gradually opened the floodgates to luxury brands. Import restrictions were relaxed, customs duties reduced, while Indian consumers – consistently concerned about their social status and increasingly cosmopolitan – were ready to embrace international brands. Already well-known thanks to years of indirect exposure, Rado won the hearts of the Indian population.

In 1997, the brand opened eight points of sale in Mumbai and Delhi, marking its expansion into the Indian market. Rado boutiques aimed to bring Swiss modernism to Indian streets and shape Rado’s luxury brand image within the country.

In 1998, Rado reinforced its cultural footprint by appointing its first Indian ambassador: Leander Paes, world doubles tennis champion in 1999. His sporting excellence combined with his cosmopolitan charm embodied the very essence of Rado’s image: precision, performance and elegance.

Two years later, Rado chose an iconic figure: actress and model Lisa Ray. Her association with the brand, which continued until 2020, embodied beauty, elegance and excellence in Rado’s window displays and advertising campaigns. These early collaborations paved the way for prestigious partnerships with leading Indian film stars: Hrithik Roshan in 2011, followed by Katrina Kaif in 2023. Today, both represent the brand as global ambassadors, reinforcing Rado’s image as a symbol of style and innovation.

Palladium Mall, Mumbai

Rado’s presence was undeniable throughout the country: huge billboards in Mumbai, Bangalore and Ahmedabad celebrated its iconic high-tech ceramic watches. Its advertising was both ambitious and local, cosmopolitan yet undeniably Indian.

A brand now firmly rooted in the Indian consciousness

At the turn of the millennium, Rado’s journey in India illustrates an extraordinary success story. From its first expeditions in the 1950s to its showrooms in the 1990s, the Swiss brand has achieved what few dared to imagine: establishing a lasting presence in a complex market and, above all, in the Indian consciousness. This success perfectly reflects the company’s motto: ‘If we can imagine it, we can make it. And if we can make it, we will’: a philosophy that has been pushing boundaries since 1917.

International Airport, Dehli

Known for its bold designs and innovative materials, Rado has become far more than a brand, representing a symbol of prestige and aspiration for millions of enthusiasts.

This success is based on a simple principle: building strong relationships with its agents, customers and partners. This strategy has paid off, as Rado is one of the most respected Swiss watchmakers on the subcontinent – testifying to a partnership forged over more than six decades.

Rado Boutique, Pune

This story extends beyond commercial aspects to encompass cultural and human elements. It is also being written on the cricket fields, the national sport that unites and delights India. Currently serving as official timekeeping partner of the England and Wales Cricket Board (ECB) and European Cricket (ECC), Rado also has a close relationship with Cameron Green, Australian cricket prodigy and ambassador for the Swiss watchmaker since 2024. The brand is preparing new sporting initiatives and this is just the beginning... stay tuned for the next step in this adventure.

A strong presence

Rado is consolidating its foothold in India with 34 single-brand franchise boutiques across the country. Like the boutique opened in 2023 at Delhi International Airport, each space reflects the brand’s philosophy with bold design, exceptional materials and meticulous attention to detail. Distribution and management are now handled directly by Rado, thanks to dedicated local teams working closely with the headquarters in Switzerland. This organisation perfectly embodies the brand’s vision, combining heritage and modernity, proximity, excellence and impeccable service. This service has continued to evolve over the years and remains to this day at the heart of Rado’s priorities, at the forefront of the Indian market.