Francois Nunez, international head of marketing, said Rado was enjoying the early mover advantage in India with more than 30 per cent year-on-year growth.
"India will be the company's top five markets by the financial year 2009. Next year, Rado will launch a yellow gold ceramic collection with not only India, but an Indian in mind," he said.
The leading luxury ceramic watch brand, which is celebrating its fifth anniversary, has launched a limited edition of Rado Ceramica Chronogragh range in India.
The Rado Ceramica Chronogragh collection, comprising 50 limited pieces, signifies the traits of Rado over the past five decades. Explaining the rationale for launching the range in India, he said, "The company decided to introduce the range in key markets and segmented them as an image and volume. India was identified as the volume market that has a strong capability to move the brand forward."
Rado chose to re-style its popular Ceramica range to mark the fifth anniversary of the brand. In India, it will be promoted through Rado's exclusive showrooms and places in a new retail environment. Currently, it sells through 150 points of sales and plans to increase the number to 165 retail points.
Pradeep Bhanot, brand manager Rado, India, said, "With presence in over 50 towns, the brand has penetrated India well. Though we will be entering smaller cities such as Chandigarh and Pune, our focus will be on qualitative distribution as we want to make it a mass brand."
Going forward, Rado will refocus on the brand's core values by introducing newer designs and undertake repackaging. It is also working on introducing new communication strategies on the web.
Nunez informed that Rado was planning to create its own community portal, as consumers were inclined towards new mediums for brand experience.
He mentioned that foreseeing the volumes in future, Swatch Group was planning to expand its manufacturing facility in two digits. Among the newer regions, Rado is looking to enter Italy, France and Spain.
