• 
• 

Published on October 20, 2007

Roland Streule, president and CEO of Swiss watch brand Rado, part of the Swatch Group, jetted in from Basle, Switzerland, last week to visit the new Rado boutique outlet at Central World, Bangkok, and launch the brand's True Black Pure Jubilee and True White Pure Jubilee collections.

The brand selected Chamanun Wannvinvej and Kwankao Savetvimol to represent the timepiece's new look for 2008, which aims to attract the younger generation.

Streule looks like a typical CEO unless he raises his jacket sleeve to reveal watches on both wrists.

"I keep one on Swiss time and the other on Thai time," he explains, adding with a grin that he's also trying to start a new trend and boost the watch business.

Rado watches, he says, have been available on the Thai market for 50 years, under a distribution agreement with the Srithong Panich Group led by Dilok Mahadamrongkul.

"I think we've earned a good reputation in Thailand as a solid brand with good distribution", he says.

After such an illustrious record, the Swiss brand had no hesitation launching its Rado Original Limited Edition in celebration of His Majesty the King's 80th birthday anniversary this year. The range features 699 watches costing Bt59,000 apiece.

Few global brands have such a large number of national activities as Rado, something that Streule puts down to the brand's understanding and respect for Thai culture.

"We go everywhere in the world where we think there is a potential market for us. We came to Thailand 50 years ago and started from scratch," he says.

"Now we are in every country in Asia, including Laos, Burma and Cambodia. We commenced operations in China 20 years ago, long before the market opened. We were the first to advertise our watches on billboards there. That's why China is now our largest market."

Streule says Rado still has yet to make a headway into the African continent - the brand is doing well in South Africa - although the company has carried out market surveys in both Namibia and Botswana.

"There aren't many countries where we don't have a presence," he smiles.

Streule has been with Rado since 1978 and the head honcho since 1989. After almost 30 years, he can't imagine doing anything else.

"Working for a watch brand may sound like any other job but for me, it's a passion. The more time I spend in this profession, the more involved I become in all its aspects. I love everything about it, from the technology to the design to the promotion."

He also considers time as something extremely valuable.

"It is our life. We should use every minute carefully and make the best out of it. Carpe diem."

Carpe diem - or seize the day - is one of Streule's favourite expressions and it's no coincidence that Carpe Diem is also the name of Rado's best-selling 2002 collections.

The CEO no doubt remembers the timepiece well, seizing a moment to mention it as our interview draws to an end.

Vipasai Niyamabha

 The Nation