JEDDAH, 13 August 2007 — Counterfeiting of products is a global menace in which no less than the World Trade Organization and its member states are keen to tackle.
On the sidelines of an exhibition of Rado’s latest watch collection organized jointly with Al-Ghazali at the Jeddah Hilton on Saturday night, Swiss Consul General Adrien Evequoz said “there is a need to create an awareness among the people. Consumers need to be educated how to differentiate between a genuine product and a counterfeit one, and there has to be a sustained campaign,” he said, noting that the “issue has to be tackled at the local level by each country, and that is what is being precisely done by the authorities in cooperation with the private sector.”
Evequoz, who opened the exhibition, added that “at every available opportunity, we have been addressing the issue through the chambers of commerce and industry.”
Rado President Roland Streule said “the easiest and most secure way for consumers to differentiate between the genuine and counterfeit product is to buy it from an authorized retailer who provides the certificate of guarantee.”
About the exhibits, Streule said: “We have introduced several new additions including Chronograph of a much bigger size. We have no intention to eliminate our iconic watches but work with our product line.”
Rado, which has supported cricket in India in the past, has plans to support sports activities, “but we want to concentrate more on art, design and architecture to enhance our product appeal,” he added. The Swiss company is 50 years old and its iconic “Original” watch is 45 years old whose more than three million units have been sold so far, Streule added.
“The Original watch has been popular as consumers recognize it as a Rado product like our exclusive Ceramica watch, another iconic watch that is about 15 years old,” he said.
This year, the company is focusing on its Ceramica and Special Series fashion watches aimed at young consumers.
“The Ceramica is now available in a chronograph version. Precision in time and perfection of the moment are among its features,” he said.
“Rado is a brand with an excellent image with its prices ranging from under SR2,000 to SR40,000. We are working on a plan to eliminate the lower end of our product line and produce contemporary watches for youth,” he said. The biggest market for Rado is China, followed by the United States, Saudi Arabia, and certain Gulf and European states, aside from Switzerland. “Our design and material are special. We have our own market segment. Of course, we have competition in terms of prices, and shapes, but as a brand we are unique,” Streule said.
Worldwide Rado owns only five boutiques, but it has many franchise stores and many such franchises are coming up all over, he said.
Al-Ghazali Vice President Nasser M.A. Al-Abdullatif said Rado was a preferred brand in the Kingdom and was continuously increasing its market share.
