(Im)possible Stores?


“If we can imagine it, we can make it. If we can make it, we will.”

When the impossible becomes reality.

Visually encapsulated by AI, the Rado Impossible Stores campaign embodies the unremitting ambition of the watchmaker, striving to achieve what has never been done before. From creating the first scratch proof timepiece made of sapphire crystal in 1962, to introducing the watch world to high-tech ceramic in 1986, Rado enjoys international renown as the ‘master of materials.’

The Rado research centre

With sky overhead and valleys below, the Rado Research Centre derives its inspiration from the heavens. Envisioned by the Master of Materials, the Swiss atelier comes to life as an AI rendition of watchmaking savoir-faire — in High-Tech Ceramic.

The (im)possible Rado Research Centre is a place of dreams and creation. Rado imagines a watchmaking atelier deep in the heart of Switzerland, the home of Rado’s origins. With its sweeping alpine views, here are produced the world’s foremost innovations.

Outlasting the desert

The Rado sapphire crystal store

Transparent and ultra-resistant, Rado’s Sapphire Crystal Store is envisioned in rounded sapphire crystal, with brilliant scratch resistance. Erected in the middle of a windswept desert, this newest ‘Impossible Store’ examples the superior quality of Rado materials.

An oasis of peace, tranquility, and with a panoramic view for an unparalleled and unique shopping experience.

A volcano of Rado genius

The Rado High-Tech Ceramic store

Imagine stepping inside the Captain Cook Impossible Store, where the fiery intensity of this boutique immerses you with its raw resistance.

The Captain Cook Impossible Store challenges the intense heat of a volcano's magma, mirroring the fiery environment where the Captain Cook High-Tech Ceramic's watch case took shape. With the primal resistance that Rado is famous for, the timepiece is sculpted of high-tech ceramic, sapphire crystal, and a titanium case-back – to endure the ages of time.

The iconic DiaStar hexagon.

The Rado Ceramos™ Store

Featuring a stunning sapphire crystal with hexagonal facets, the Rado DiaStar Original 60-Year Anniversary celebrates six decades since the first release of this unique timepiece. Originally designed for unmatched durability, brilliance, and longevity, this special edition is now imagined as a DiaStar (Im)possible Store, able to defy the passage of time, and retain its enduring design legacy.

With incredible hardness properties, scratch-proof resistance and a unique lustre, Rado research was proud to introduce Ceramos™ for use in its DiaStar collections. Crafted of around 90% titanium carbide, Rado adjusts the proportions of the ceramic and metal components to create different ranges of metallic colours and shades.

Next concept store reveal 10.04.2024