Rado’s campaign, #MasterOfMaterials, is an ode to strong women

Rado’s campaign, #MasterOfMaterials, is an ode to strong women

The Swiss watch company has both, style and substance

By ELLE team  December 31st, 2019

#MasterOfMaterials, Rado’s new campaign celebrates women who have accomplished the feat of shining bright in their individual journeys while encouraging young women to pave their own path. From cancer survivor Lisa Ray learning the art of living each moment fully to actor and activist Dia Mirza raising awareness about wildlife conservation and environmental protection, the Swiss watch company put forth many such stories of strength on social media.

Dia Mirza dons the Swiss brand Rado

Gul Panag wearing Rado

As part of the campaign, actor Soha Ali Khan shared an image of herself on Instagram wearing an elegant Rado watch while noting how the generation before her ensured she enjoys the freedom they didn’t back in the day. Actors Gul Panag, Sanjeeda Shaikh, Konkona Sensharma, Kalki Koechlin, Mira Rajput Kapoor and Huma S Qureshi followed suit. All of them highlighted how they’ve become overcome their personal battles.

Huma Qureshi sporting a Rado timepiece

 Kalki Koechlin in Rado

This campaign also brought light to two Rado watches: the Golden Horse Automatic Diamonds and the Coupole Classic Diamonds. While the new Golden Horse is inspired by the original design of 1957, and features elements in pioneering plasma high-tech ceramic and rose gold coloured Ceramos, the Coupole Classic takes the design of a traditional wristwatch and adds the distinctive element of sapphire crystal along with ensuring protection of the beautiful dials through its craftsmanship.

Lisa Ray wearing a Rado watch

Soha Ali Khan in a Rado timepiece

Konkona Sensharma looking vibrant with a Rado watch 

With more than five decades in the business, Rado has definitely mastered materials and design. It has become one of the most popular brands in South Asia. But, that’s not it. The luxury watchmaking company has also become a time capsule of invigorating stories. And, its new campaign, #MasterOfMaterials showcases how its strong values have made the brand one of the best in the world.