Kristian Haagen: RSW has a production history going back to 1967. What made you decide to launch a watch company in troubled times?
Fadi Marachly: For many years Rama Swiss Watch (RSW) was specialized in private-label watch production, prior to establishing the watch company in 1967. Our idea was to introduce watches with a strong identity and today RSW is proud to offer patented developments such as the ”crank” winding crown which is used exclusively on most of our watches.
Fadi Marachly entered the family business as an IT intern in 1992 and now runs the whole company. ©RSW/Worldtempus
When did you enter the company?
I entered the company in 1992, when my father asked me to improve our IT-systems. I was however asked to take over the managing seat and now, almost 21 years later, I am still General Director of the RSW and Azzaro watch divisions.
What segment does RSW belong to in the watch market?
RSW offers watches from CHF 400.- to our solid gold tourbillon that has a price of CHF 139,000.-. However our core business is between CHF 500.- - CHF 2000.-. Most of the watches are fitted with quartz movements, especially the models dedicated to women. The mechanical movements we use are sourced from Dubois-Dépraz, Soprod, Technotime and of course ETA and we have no plans to start production of in-house movements at this point in time.
Which markets are your main markets?
We produce approx. 50,000 watches annually. 35-45 per cent of our total sales are concentrated in the Middle East, but we are seeing rapid growth in both Asia and Japan. Of course China is important for us, but we didn't open this market for our brand there until 2012. Today RSW is sold in 25 countries through more than 450 points of sale.
The High King Tourbillon of gold is one of Fadi Marachly's personal favourites from the current RSW collection. ©RSW/Worldtempus
The RSW design is rather distinct. Not the typical “Swiss design”. I suppose you offer your different designs purposely?
RSW is a niche brand in the Swiss watch industry. We are known for our unique designs. We aim to produce watches with a strong character. Much more than just Swiss watches. Our timepieces are concept products.
Which lifestyle does a RSW watch appeal to?
To my knowledge there is no watch company that offers such different models to match every single facet, each individual situation in life. Within our collection the wearer can enjoy our Diving Tool for water sports, La Neuveville for leisure and formal wear and the Windflower for cocktail wear and elegant events. We are truly a multi-faceted watch company. We clearly cannot just talk about two lines in our production. We offer some 20 different product lines with contemporary watch design.
Do you have a personal favourite?
Of course it is hard to single out a favourite, as all our watches are my “babies”. I do however have a weak spot for our High King. This collection represents our top models in terms of horological complications and this collection is also where you find our tourbillon as well as models made in precious metals. This collection is helping us establish RSW as high-end as well as a watch brand that also represents traditional Swiss watchmaking.
