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Brand Stories
How a small Swiss firm bet on hi-tech ceramics in 1986 and ended up defining a category.
Most luxury watchmakers in the 1980s were obsessed with gold. Rado bet on hi-tech ceramic. The Integral (1986) was the first watch with a ceramic bracelet — scratch-proof, lightweight, hypoallergenic.
Four decades later, ceramic is everywhere: Hublot, Omega, Rolex bezels, Apple Watch cases. But Rado still does it best at the price.
