The Swiss luxury watchmaker, Rado, has appointed Indian women’s cricket team star Smriti Mandhana as its newest Friend of the Brand, reinforcing the company’s growing commitment to cricket while strengthening its resonance with India’s evolving premium lifestyle audience.
The partnership reflects Rado’s continued use of sport as a strategic storytelling platform, linking the brand’s longstanding reputation for precision engineering and material innovation with athletes who represent consistency, confidence and contemporary influence. As women’s sport continues to gain commercial traction globally, Mandhana’s association signals the increasing value brands place on athletes who operate at the intersection of performance, personality and cultural relevance.
One of the most recognisable figures in international cricket, Mandhana represents a new generation of sports professionals whose impact extends well beyond the boundary rope. Her growing influence across fashion, lifestyle and youth culture aligns with Rado’s positioning as a design-led watchmaker that blends technical excellence with modern aesthetics.
As part of the collaboration reveal, Mandhana was seen wearing the True Square Open Heart, a model that highlights Rado’s expertise in high-tech ceramic watchmaking. The partnership also coincides with the brand’s four-decade legacy in ceramic innovation, a category-defining capability that has remained central to Rado’s product philosophy since the 1980s.
Speaking on the partnership, Mandhana said, “Rado continually sets new standards and surpasses all expectations. That’s exactly how I approach cricket – and life in general. Becoming a Friend of the Brand feels like a natural partnership.”
Adrian Bosshard, Rado’s CEO, added, “Smriti is a dynamic modern Indian icon. Through her talent, dedication and self-confidence, she has transformed her dreams into reality. Her influence extends far beyond the cricket field, and she stands as a remarkable example to young women everywhere. At Rado, we feel a strong connection to her drive and ambition, and look forward to accompanying her on the next steps of her journey.”
Mandhana joins an expanding roster of cricket ambassadors associated with the brand. She joins fellow Rado collaborators, including Kagiso Rabada and Cameron Green, further strengthening the brand’s connection with international cricket audiences.
Widely regarded as one of the leading batters in the women’s game, Mandhana has developed a strong commercial portfolio spanning categories such as personal care, fashion, nutrition and lifestyle. Her brand partnerships include ONE8, Pee Safe, Herbalife India, Naturals Salon, Sanspareil Greenlands and Wrangler.
From a commercial perspective, the partnership reflects the continued momentum behind women’s cricket as a viable marketing platform for premium brands. Leading athletes are increasingly being positioned not only as sporting figures but also as influential personalities capable of shaping consumer trends and brand narratives.
For Rado, the association strengthens visibility in one of the world’s most commercially dynamic sports markets while reinforcing its positioning at the intersection of performance, innovation and design.
