A Lasting Presence Across Generations
A LASTING PRESENCE ACROSS GENERATIONS
Rado unveils its new Saudi Arabian brand campaign, With Us Through Every Moment, celebrating the enduring bond between the Swiss watchmaker and Saudi families over the decades. Launching in September 2026, it follows acclaimed Saudi actress Lama Al-Kinani in a story that seamlessly bridges past and present, highlighting the role the brand's timepieces have played in life's most cherished moment. Beginning in the 1970s, when Rado became one of the most recognised Swiss watch brands in the Kingdom, the film traces stories of gifting, achievement and family connection from one generation to the next. Featuring a selection of contemporary timepieces, it demonstrates the brand's versatility across styles and occasions, showing how Rado remains a trusted companion through every meaningful chapter.
A STORY OF MEMORY, FAMILY AND CONTINUITY
Rado unveils With Us Through Every Moment, a new Saudi Arabian brand campaign, celebrating the enduring relationship between the Swiss watchmaker and Saudi families over the decades. Launching in September 2026, the initiative reflects the place the brand has held in the Kingdom for years, accompanying people through daily experiences, personal milestones and cherished celebrations.
Featuring renowned Saudi actress Lama Al-Kinani as its central figure, the campaign is brought to life through a cinematic narrative, telling a story rooted in heritage, memory and human connection. It explores how significant moments are shared and how watches become enduring reminders of the people, experiences and traditions that shape our lives.
The story unfolds across two timelines, seamlessly linking past and present. Beginning in the 1970s, it revisits a period when Rado was becoming a familiar presence among Saudi consumers. Set within a family home, the opening scenes centre on a meaningful gift as a father presents a watch to his daughter, a treasured symbol of affection that remains with her throughout the years.
The narrative then shifts to today, following the protagonist through important chapters of her journey. Gatherings with loved ones, personal accomplishments and celebratory occasions reveal how a timepiece accompanies key milestones, quietly marking the passage of time. In a symbolic reversal of the opening scene, she later presents a watch to her father, illustrating how memories, values and traditions are passed down across generations.
A LONG-STANDING RELATIONSHIP WITH SAUDI ARABIA
The film draws inspiration from the deep-rooted connection between Rado and Saudi Arabia. For many years, the brand has been part of the Kingdom's cultural landscape, building strong affinity through distinctive design and an innovative spirit. Today, as Saudi Arabia continues to evolve, Rado remains relevant to both longstanding fans and younger audiences seeking authenticity, contemporary aesthetics and material innovation.
"Saudi Arabia is one of Rado's most important markets and a country with which we share a long and meaningful story," said Adrian Bosshard, CEO of Rado. "For decades, Rado watches have accompanied significant moments in the lives of Saudi families. Through this campaign, we wanted to celebrate that connection while showing how Rado continues to resonate also with new generations through design, materials and emotional relevance."
A BRAND FOR EVERY GENERATION AND EVERY OCCASION
At the heart of the campaign is a selection of contemporary Rado models that accompany Lama Al-Kinani through different stages of her journey. The iconic DiaStar Original, the refined Centrix Diamonds, the distinctive True collection and the ergonomic Anatom each embody a unique character and lifestyle.
Together, they illustrate the breadth of the Rado universe, spanning from everyday elegance to bold design, while highlighting the brand's ability to resonate with diverse personalities and tastes.
With Us Through Every Moment conveys a simple yet powerful message: Rado has been part of the stories, achievements and relationships that shape people's lives, making it a brand for every generation and every occasion.
RADO X SAUDI ARABIA: A LONG-STANDING RELATIONSHIP
Saudi Arabia has been an important part of Rado's story for decades. The brand first entered the market in the late 1950s and quickly established strong ties with local consumers through its distinctive design, pioneering spirit and commitment to innovation.
As Saudi Arabia underwent rapid economic and social development throughout the 1970s, Rado's presence in the Kingdom continued to grow, becoming one of the brand's most significant markets worldwide. Over time, this relationship has remained remarkably strong, built on mutual trust, a deep understanding of local preferences and a shared appreciation for quality and design.
Today, Saudi Arabia continues to play a key role in Rado's global success. While the Kingdom embraces a dynamic and forward-looking future, Rado remains closely connected to both long-time admirers of the brand and a new generation of consumers seeking authenticity, innovation and contemporary design.
This enduring connection is reflected not only in the brand's long-standing presence across the country, but also in initiatives such as With Us Through Every Moment, a campaign that celebrates the meaningful place Rado has held in the lives of Saudi families for generations.