Story Highlight
– Rado doubles down on design amid market uncertainty.
– New DiaStar watch created with designer Tej Chauhan.
– Collaboration blends heritage, innovation, and emotional storytelling.
– Gold-coloured case appeals to younger, design-savvy customers.
– Rado emphasizes distinctive design identity for market success.
Full Story
In an unpredictable market where watch manufacturers are grappling with rising material costs and evolving consumer preferences, Rado has chosen to embrace a bold approach focused on design innovation.
The Swiss watchmaker, renowned as the ‘master of materials’, has launched a fresh interpretation of its classic DiaStar model, developed in partnership with industrial designer Tej Chauhan. This release not only continues their productive collaboration that began in 2018 but serves as a broader commentary on the ongoing tug-of-war between tradition and modernity that the watch industry faces. Rado’s Diastar exemplifies the belief that exceptional design can unify diverse market challenges.
The new timepiece emerges from a dialogue that bridges history and contemporary influences, and seeks to resonate with a global clientele eager for authenticity and craftsmanship. Both Rado’s CEO Adrian Bosshard and Chauhan described their collaboration as a fusion of their visions, aimed at addressing a modern audience’s quest for originality.
The inception of their partnership can be traced to an exhibition of Chauhan’s work, which features striking modern designs with emotional depth. Chauhan, known for his innovative approach to industrial design encompassing technology and aesthetics, was inspired by the potential of Rado. “There was immediate chemistry,” he remarked, recalling his astonishment with Rado’s facilities in Biel, where the legacy of material progress coexists with the Swiss watchmaking tradition.
Conversely, Rado’s interest in Chauhan stemmed from his respect for the brand’s heritage and imaginative prowess. “When we collaborate, it’s essential that we share a mutual understanding of what we stand for,” Bosshard articulated. “Tej embodies creativity and courage while honouring our expertise.”
Chauhan’s design philosophy shines through in the new project, yet he faced a notable constraint: the DiaStar’s iconic case had to remain unchanged. Bosshard underscored the case’s significance, stating, “It’s untouchable.” The movement remains the core, while elements such as the dial and strap were left to Chauhan’s creativity.
Initially, the requirement to use a rubber strap puzzled Chauhan, who traditionally associates rubber with sporty styles. However, he soon recognized its potential to create a soft, inviting texture, transforming it into an integral design aspect. “I aimed for a strap that felt warm and sculptural, enhancing the contrast with the metal case,” he elaborated.
This emphasis on contrast defines Chauhan’s work—merging traditional elements with modern needs and evoking emotion through functionality. A prominent design feature carried over from his previous collaboration is the vibrant blue segment from 9 to 12 o’clock, which reflects a personal narrative from Chauhan’s life, showcasing how design can encapsulate individual stories.
A notable design choice was the use of a gold-coloured case, which Bosshard noted appeals to younger consumers in Europe and the US, previously dominated by other hues. “The sense of nostalgia that gold evokes, combined with its increasing market value, contributes to its allure,” he explained. Rado’s expertise in material engineering is prominent here, as the new DiaStar features a bezel crafted from Ceramos, a blend of ceramic and metal alloy, visually reminiscent of gold while offering resilience.
Chauhan initially opted for silver prototypes but reconsidered after evaluating the striking appearance of the gold option. “I wanted to present a contemporary interpretation of a gold watch—something that doesn’t conform to traditional expectations,” he stated. This decision reflects Rado’s strategy to attract a design-savvy audience, bridging the gap between luxury aesthetics and cost-effectiveness.
Beyond the material decisions, Chauhan integrated his custom font into the watch’s date and day displays, each showcasing vibrant colours. The watch is powered by the R764 automatic calibre, offering an impressive 80-hour power reserve and feature enhancements like an antimagnetic hairspring.
The collaboration’s significance illustrates a larger narrative within the watch industry, where brands must cultivate a distinctive design identity amid economic and political turbulence. Bosshard acknowledged the challenges of modern consumer behaviour, emphasising the critical role of innovative design in capturing attention in an oversaturated market.
With nearly 30 years of experience, he maintains that the pursuit of extraordinary design will inevitably lead to commercial success. As Rado looks to the future of the DiaStar, it’s clear that the principles of innovative design, material exploration, and purposeful creativity will remain at the core of its operations. Chauhan echoed this sentiment, expressing pride in their collaborative efforts: “It was a culmination of expertise and creativity to create a cohesive experience. It’s truly my favourite work.”
The new DiaStar retails for £2,100 and can be explored on Rado’s official website.