Rado’s classic Swiss watch sparks the interest of the younger generation.

Reputable watchmaker Rado welcomed a new generation of watch enthusiasts in March of this year when they announced Ji Chang-wook, a South Korean superstar, as their new ambassador. The K-drama hunk, who became well-known for his portrayal of Dong-hae in Smile Again, is also well-known for his leading parts in several other series, including Empress Ki, The K2, and Healer, as well as movies, including Fabricated City.Adrian Bosshard, the CEO of Rado, referred to Ji as the ideal representative of the company’s Captain Cook High-Tech Ceramic Skeleton watch during the launch in Seoul. As a unique brand with a unique product, Master of Materials, Bosshard stated, “we need to also select a unique person.” Ji’s professionalism, appeal, drive, and work ethic aligned with Rado’s values.

PUSHING LIMITATIONS

Rado, a 1917-founded brand, is best known for creating the first high-tech ceramic watches. Rado has always been at the forefront of cutting-edge watchmaking design.

In addition to introducing the Rado Captain Cook watch that same year, Rado made watch history in 1962 with the creation of the scratch-proof Rado DiaStar.

Launched during the global dive craze, the iconic watch personified the fearless and daring spirit of British explorer and navigator Captain Cook. It became well-liked very fast by both adventure seekers and divers.

This magnificent 35.5mm watch featured a number of unique elements, such as a domed acrylic crystal glass with an extra date magnifying sub lens, a bracelet fashioned after rice grains, and a concave inward-sloping dive bezel.

EXPLORING NEW POSSIBLITIES

Ji, who claims to be interested in Swiss watches, regards his new position as Rado’s ambassador as a truly unique privilege.

“I’ve always been drawn to Swiss timepieces, particularly those with distinctive styles and premium materials,” Ji said.

On November 23, the South Korean celebrity will make a special appearance in Malaysia to coincide with the launch of Rado’s new boutique location in Pavillion KL.

At 3pm, Ji and Bosshard will be present at the exclusive ribbon-cutting ceremony, which is by invitation only. But before the opening ceremony, Ji’s admirers will get a close-up look at him as he walks the red carpet.