Rado’s Design Focused Social Network

After working with Rado quite extensively in 2008 it comes as no shock to learn that they have launched a social network targeting the design community.

With the design audience a core market for the Swiss watch manufacturer it looks like they have removed the middle man (digital design titles) in order to reach and communicate with this very important user. Once this social network is established is there any need for Rado to buy digital media targeting the design community?