Rado is a Swiss luxury manufacturer of watches, with headquarters in Lengnau, Switzerland. It is noted for its use of scratch-proof materials, a field in which it is considered a pioneer. Today the company produces about half a million watches a year with a staff of about 470 in total. Rado's watches are obtainable in more than 150 countries, at over 5900 ponts of sale. The most important markets are Southeast Asia, Japan, China, Middle East as well as countries within Europe (Switzerland, Germany, Italy) and the USA. RADO differs from the traditional Swiss watch makers in that it leans towards innovative uses of high tech materials in distinct design. RADO has focused on pioneering the use of a number of materials that are unique within the watch making industry, such as e.g. hardmetal(tungsten- and titanium-carbide), ceramics, lanthanum and sapphire crystal. In 2004 RADO created a 'high-tech diamond', by the transformation of carbon into a nanocrystalline diamond with a Vickers hardness number of 10,000, thus naming the watch the V10K. It is the hardest watch on Earth, certified by the Guinness Book of World Records. The newer RADO watches are also distinct from the traditional Swiss watch industry in that their aesthetic is unique. Market reaction tends to be mixed to such a strong aesthetic, with many who appreciate the unique and distinct RADO look and those who do not. During their time, RADO has received more than 20 elite international design awards, from the RED DOT Award to the iF Design Award, for both their product and most recently, their collaboration with Jasper Morrison for an innovative watch box that mimics the shape of the human wrist.