News To highlight its timepieces and respond to the current generation’s embrace of a more imaginative language of personal style, Rado presents its new advertising campaign created in cooperation with Dutch trend forecaster Lidewij Edelkoort, who has identified four distinctive style statements perfectly epitomized by the brand’s new timepieces.
In this campaign entitled «Portraits of Time», she places the latest collections at the heart of four atmospheres embodying different styles (poetry, memory, comfort and design), enhanced by portraits and still life pictures. In her view, they reflect a shift in the current zeitgeist: «Society is developing a taste for portraits, moving away from the ubiquitous selfie and symbolising a moment of great focus, where the essential becomes coveted and quality governs.»
The True Thinline Colours collection embodies a poetic mood, with four jewel-toned watches that blend seamlessly with an artistic vocabulary. Memory comes back to life through vintage-inspired timekeepers, such as the unabashedly retro HyperChrome 1616. The DiaMaster Grande Seconde represents comfort: the retreat to a sphere of cozy domesticity, as seen in the softly masculine look of these timepieces. Design also enjoys the spotlight, with diverse international designers employing unique material strategies and their personal vision to create special editions of the Rado True.
Lidewij Edelkoort is one of the world’s most famous trend forecasters. With Trend Union, her Paris-based company with offices in New York and Tokyo, she creates trend books two or more years in advance that are used by strategists and designers at international brands. In 2015 Lidewij Edelkoort was named Dean of Hybrid Design Studies at the New School’s Parsons School of Design in New York, where she in parallel initiated the very first New York Textile Month.
May 11, 2017
