Ever since its establishment in Lengnau, Switzerland, in 1917, Rado was recognized for its avant-garde design and cutting-edge materials in the watchmaking industry. Unfortunately, the brand’s well-known mastery was not aligned to the Indonesian market’s penchant for timepieces. Rado was perceived as sporting old-fashioned collections that better suited older demography. Indonesians typically lean on what’s trending, which explains Rado’s selection, not garnering rave reviews. The lack of communication visibility might be the key reason why the brand did not entice people. Other than that, the constant number of visitors to the Rado store also became the brand’s major concern as it predisposed the quantity of potential buyers.

Rado expected to establish good relationships and robust networking with retailers, potential customers, and the media. This is critical as Rado plans to maintain a settled database in the near future. Having these elements together was essential, which is why Rado looked forward to gaining more media coverage and eventually a surge of sales through ID COMM assistance.

As of 27 February 2015, Rado opened its newly revamped flagship store in Jakarta’s premier shopping mall, Senayan City. This coincided with the launch of the brand’s Diamaster Collection, and thus, ID COMM was asked to help promote the event. We were also asked to assist the brand in gaining traction among Indonesia’s high-level crowd as potential future buyers. The opening of the flagship store involved celebrities like Yovie Widianto and 5 Romeo, as well as other notable VIP guests and chief editors of several prominent media.

Excited to deliver on Rado’s expectation, ID COMM began the work by hosting a soiree party for targeted audiences to acquaint the brand’s philosophy “If we can imagine it, we can make it, if we can make it, we will” as testament of the distinctive quality and prestige of the brand. The event was divided into two sessions, which entailed session 1 for media and selected communities while session 2 was held for high socialite guests. Beyond the work leading to the events, ID COMM commits to assisting Rado in developing an integrated strategy in lieu of communications and PR agendas.

During two months of working with Rado, ID COMM managed to gather different communities to join the first and second session of the parties that was organized. Some of the journalist are editor-in-chief and also the members from high-level society group of Kronometrofilia and mercedez Benz Club Indonesia. The publication succesfully reached more than 3.5 million audiences.