Started in 1917 as Schlup & Co., Rado began producing watch movements only. In 1957 the company introduced its first collection of watches under the Rado brand. In 1962 the Rado Diastar, the world's first scratch-proof watch, was launched. It has always been in production since, now sold as DiaStar The Original. In 1983 Rado became a part of the SMH group which was later renamed in 1998 as the Swatch Group. Although, RADO differs from the traditional Swiss watch makers in that it tends towards innovative uses of high tech materials in distinct design. RADO has since focused on pioneering the use of a number of materials that are uncommon within the watch making industry, such as hard metals like tungsten and titanium-carbide, ceramics, lanthanum and sapphire crystal. In the year 2004 the RADO vision was realized with the introduction of the V10K. Coating the watch with high tech diamonds made the V10K the hardest watch on Earth, certified by the Guinness Book of World Records. The newer RADO watches are distinct from the traditional Swiss watch industry because their aesthetic appeal is unique. Market reaction can be mixed due to such a strong aesthetic, with many who appreciate the unique and distinct RADO look and some who do not. During their time however, RADO has received more than 20 elite international design awards, including both the RED DOT Award and 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.