What we can learn from the new generations
Is time a flat circle? Is it a straight line?
Regardless of the way you look at it, trends, philosophies and cultural phenomena share elements that survive through fast changing decades. Take the 60s, years of cultural revolutions and disruption, compared to a pre-war world where expressing individual styles and identities was considerably harder.
They used to call them hippies, often in a negative way. But the word that shares the same root of 'hipster', first identified people who took a different approach to life and people, breaking away from the mainstream, plunging into alternative ways of living, made of bold decisions. Freethinkers, independent art connoisseurs and cultural makers were shaping the world determined to break its grounds and rules, embracing a new awareness of things, while setting the pace of their own times.
We wonder how much of that is left today, in the world of hyper connectivity, worldwide travel, industrial reproduction and pre-packaged holiday plans.
In times of glorified cultural sameness, however, some people still want to make a different impact on the world, just like during the roaring post-war years of new ideas and styles.
Embracing green practices, following their own tempo, not bending to the mainstream or falling for whatever wider society puts on offer, are the distinctive traits of today's independent thinkers and creative makers - call them hipsters, if you want. But beware: there is much more to them that older generations can learn other than long beards, beanie hats, obscure indie music and fixed-gear bikes.
The hands-on approach to reality, be it at the helm of a tech start-up or a creative agency or while striving for a better, greener, fairer world, is what drives this new generation of trend setters, of makers ready to explore the brave new world we live in and bend reality to their new rules.
Much of this drive powered Rado designers when they first launched their 1962 Captain Cook watch, to keep up with the explosion of diving, a hobby for the few brave men, who wanted to explore marine depths.
Hence, the timepiece’s name, after the legendary British explorer and Royal Navy’s Captain, James Cook, who did not only discover Australia and the Hawaii but also mapped new lands and coastlines in both hemispheres.
Pushing the frontier a bit further, extending the boundaries of the map, delving deeper into the dark depths of our times, it is however for a limited number of people. For this reason, Rado Captain Cook was manufactured in small numbers of specimens through 1968, when production ceased, making the owning of a Captain Cook an exclusive privilege.
Just like in 1962, however, the Captain makes a comeback today, in 2019, more than 57 years after the model first saw the light in Lengnau, Switzerland, where the manufacturer is based.
Forget vintage, though, and think pioneering. New proportion trends have prompted Rado to resize the case to a more contemporary 42mm. Rado iconic arrow and sword hands are still there, ready to beat the time of the free man and to guide his exploration of the world in its depth, without plans or only according to his own plans, while valuing discovery and emotions over tradition and rules.
The 1962 Rado man taught the generation before him to be bold and brave in the face or changing and often scary times. In the same way the 2019 Rado man is a trailblazer in wanting and striving for a better, greener, more positive way of imagining the world - an example of freedom for the generation before him.
Choosing the new Rado Captain Cook is reflective of a new lifestyle. One that prioritises sustainability, green choices, a bike over a car. One that champions curiosity, the joy of discovery of art and music as well as emotions and adventures. One that prizes the freedom of unstructured time.