Rado SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 7277

SWOT Analysis of Rado with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent Company

The Swatch group


Watches and Accessories


Lifestyle and Retail

Tagline/ Slogan

Time changes everything. Except a Rado; Rado. A different world


Use of Innovative materials (esp. ceramics)in its design



High Income segment

Target Group

Young High Income group men and women


Watch brand with innovative materials and design

SWOT Analysis


1. Rado’s creation of high tech diamond (hardest material on earth) is in the Guinness book of world records, strengthening the brand positioning of being technologically innovative in materials.

2. Proud recipient of more than 30 international design awards.
3. The brands USP in use of innovative materials is broad in nature and not restricted to any particular look
4. Rado has also associated itself with various sporting events, especially Tennis that has provided the brand international presence
5. Part of the Swatch group that has 28,000 employees across 50 countries


1.The brands non-classic design is not popular with traditional watch collectors

2. Limited market share growth due to competition


1. As the brand has not restricted itself to any ‘look’, there are plenty of opportunities in expanding the product line without affecting the brands positioning.


1. The brands competitors in the high-end segment are positioned as watches with classic design. While Rado has a classics collection, it is threatened heavily by their presence
2. Fluctuating economies means limited spending on luxury items

3. Fake/cheap imitations cause damage to brand



1. Rolex
2. Omega
3. Tag Heuer

The table above concludes the Rado SWOT analysis along with its marketing and brand parameters.


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