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Published on October 15, 2007

The move is aimed in part at attracting customers under the age of 20.

Roland Streule, president of Rado Watch, a unit of the Swatch Group, yesterday said the campaign was launched in Thailand three months ago and that the whole group was expected to hold the campaign for another few years with small adjustments along the way.

Apart from the design change, the marketing and communications strategies will build awareness through architecture and design magazines.

Streule said the company was gradually adjusting displays at all Rado selling points to fit the new campaign.

Rado has in fact tried to attract young customers for a long time. The strategy has worked in Thailand, attracting younger male and female customers alike. But most of these have been in Bangkok, said Rado brand manager Kessuda Visuthibhan.

She said the trend was gradually expanding to the outskirts of the capital and would extend throughout the Kingdom over the next few years.

She said the brand's major customers used to be men aged 35 and up.

Rado launched two new models this week: the Rado True Black and White Jubilee; and Rado the Original Limited Edition, which was created to celebrate His Majesty the King's 80 birthday.

The 699 watches in the birthday edition cost Bt59,000 each.

Streule said Thailand was among Rado's top 20 markets worldwide.