Hodinkee
Introducing: Rado Celebrates Four Decades Of Ceramic With The Integral 40-Year Anniversary Edition
What We Know Rado is a brand that's synonymous with ceramic. If I think about the brand's catalog, the weird, quirky shapes in glossy blacks and whites are what shine above the rest, both metaphorically and literally speaking. But it speaks to the brand and its long history with the material, 40 years in fact, as well as its share of the ceramic watch market around the sub-ten-thousand-dollar price point. Now, Rado is a curious brand within the Swatch Group, as it's not talked about as much in the United States compared to many of the other brands at its price point. And that's certainly due to America being the brand's smallest market by far. Its nickname of "the Rolex of India" certainly carries some weight, thanks to 42% of its business being in India, the Middle East, and Africa. In India, the most populous country in the world, the market share is a whopping 50% of watches between CHF 1,000 and 3,700 (per the brand). This year marks a big anniversary for Rado, commemorating 40 years since the debut of the Integral, the brand's first watch featuring ceramic. And so this occasion brings forth the Integral 40-Year Anniversary edition, an absolute throwback to the original that retains its very definitely 80s look. Clad in shiny black and gold, it preserves the original design's rectangular case, albeit in slightly larger dimensions each way, with a 28mm width and 39.8mm length. The new Integral 40-Year Anniversary (left) and the original (right). Thanks to the Rado R279 ...
