In recent years, various brands have developed watches using ceramics, which possess characteristics such as high hardness, corrosion resistance, and hypoallergenicity. Rado , founded in Lengnau, Switzerland in 1917, is a brand that manufactures some of the most durable watches in the world, thanks to its innovative designs and groundbreaking high-tech ceramic materials.
As a pioneer in ceramic watches, Rado has been conducting research and production at a high level for over 30 years. This time, let's explore the appeal of Rado's ceramic watches.

Rado currently uses a material called high-tech ceramic. Not only does it maintain its beautiful appearance for a long time due to its excellent scratch resistance, but it's also known as a skin-friendly material. The "Captain Cook High-Tech Ceramic," released in 2021, features a case and band made of high-tech ceramic, and attracted considerable attention for its iconic appearance and the inclusion of the highly magnetic-resistant Nivachron™ movement.

Beyond materials, Rado also focuses on design, resulting in numerous collaboration models with designers from around the world. Furthermore, Rado's ceramic processing technology allows for the production of ceramics in a variety of colors, particularly in the "True Thinline Collection," which expresses a simple yet striking design. The ability to create ceramics in a range of colors, from basic black and white to blue, green, and yellow, is a unique feature of Rado.

Among the various colored ceramics produced by Rado, the "plasma high-tech ceramics" are particularly distinctive. Their lustrous finish, which at first glance could be mistaken for stainless steel, is achieved through a chemical reaction. This is Rado's unique technology and is called "modern alchemy."

After years of research and development, a diverse range of collections have been created using the same ceramic material, from vintage-style designs like "Captain Cook" to "True" with its various color variations, and collaborations with up-and-coming designers. Looking at these collections, one can feel the brand's philosophy, which has been passed down since its founding: "If you can imagine it, you can make it. If you can make it, do it."

The watch section on the 5th floor of the main building of Isetan Shinjuku offers a wide selection of Rado watches. We encourage you to come and see the beauty of the materials up close.

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