Mind over matter

World premiere of the Rado HyperChrome takes place in the world’s fastest growing city

Over 260 guests from 51 countries attended a spectacular Rado event in Dubai on 8 February. The city’s strong identity as a dynamic melting pot provided the ideal setting for the international launch of the Rado HyperChrome. The new family incorporates a world first in high-tech ceramic watch case construction, where the watch forms the entire structure of the finished timepiece. Mirroring the product presentation was a live performance comprising of a spectacular synthesis of art forms, from dance to digital animation. Each element of the event played a key role in confirming the Swiss brand’s mastery of materials and its ability to transform apparently distant visions into touchable reality.

Addressing the audience, Rado CEO Matthias Breschan drew many parallels between Dubai and Rado. “Every day this city witnesses the amazing transformation of desert and sea into a fast-paced metropolis. Every day at Rado we can see fine powder turned into high-tech ceramic with hardness of 1,250 Vickers, or a watch shape, initially deemed impossible to create, materialise before our eyes. Both Rado and Dubai appear to have a relentless passion for breaking records!” The products premiered in Dubai will be on show in the Rado stand at BASELWORLD from the 8th to 15th of March 2012.

Unlimited Spirit. Rado.