Rado leverages cricketing influence to expand Indian luxury market presence
17 April 2026, Mumbai
Swiss watchmaker Rado has deepened its cultural integration within the Indian market by appointing cricket sensation Smriti Mandhana as its latest ‘Friend of the Brand.’ This partnership reflects a broader industry shift where luxury horology brands are increasingly moving beyond traditional cinema-led endorsements to embrace the massive reach of women’s sports. According to recent market analysis, the Indian premium watch segment is expanding at a CAGR of 12 per cent through 2026, fueled largely by a younger, sports-conscious demographic. By aligning with Mandhana, Rado aims to capitalize on the soaring visibility of the Women’s Premier League (WPL), which drew over 150 million viewers in its debut season, providing a high-visibility platform for its high-tech ceramic collections.
Strategic diversification in regional retail hubs
Beyond celebrity association, Rado is optimizing its retail footprint to meet the demand for ‘hard luxury’ in Tier-I and Tier-II Indian cities. While the brand has historically relied on the star power of Hrithik Roshan, adding a prominent female athlete signals a move toward gender-neutral market appeal. Industry consultants suggest, this diversification is vital as the domestic luxury watch sector matures; high-net-worth individuals now increasingly prioritize durability and technical specs over mere aesthetics. The intersection of athletic excellence and Swiss precision resonates with the modern Indian consumer’s preference for performance-driven luxury, states a luxury trade analyst. This strategy positions Rado to maintain its dominant market share amidst rising competition from other European heritage brands entering the subcontinent.
Part of the Swatch Group, Rado is a globally recognized pioneer in high-tech ceramic timepieces, renowned for scratch-resistant materials and minimalist design. While Europe remains a core market, India has emerged as a top-three global priority for the brand. Following a year of record-breaking group sales exceeding 7.8 billion Swiss francs, Rado plans to increase its boutique count in emerging Asian markets. Founded in 1917 as Schlup & Co, the brand continues to lead in material science, focusing on a robust financial outlook driven by the growing middle-class appetite for durable, entry-level luxury goods.
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