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Mido, standing on the shoulders of giants

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October 2016


The Swiss watchmaker has been making quality timepieces for nearly a century in a low key manner. We explore the brand and the steps it’s taking to get into the limelight, relying on architectural masterpieces around the world.

Mido is one of those Swiss watchmaking brands that’s been somewhat flying under the radar in the crowded environment of horology. And that’s surprising, considering they offer an excellent value proposition and produce many chronometer-certified wristwatches. In fact, the brand from the heart of the Swiss Jura mountains is probably only behind heavyweights like Rolex and Omega in that regard.

I suppose part of the reason for its relatively low profile in the big international markets (like the US) is that the company historically focused on the Latin American market. The brand’s name actually comes from the Spanish “Yo mido” meaning “I measure”.

Commander Chronometer Limited Edition
Commander Chronometer Limited Edition

Another reason, surely, is the overcrowded Swiss market. Be sure not to miss the “Outbreak of hostilities” editorial in the latest edition of Europa Star Magazine on the same topic.

Since 1918 the brand has produced well-rounded timepieces with refined and understated designs that give them that timeless quality every company strives for. Now a part of the Swatch Group, their timepieces are available from 2,700 official retailers in 70 countries.

Taking a look at the main attractions from three of its collections, it becomes clear why the brand should have an even stronger international presence.

The new Commander Chronometer Limited Edition, for example, is the brand’s only COSC-certified chronograph in the Commander collection. Limited to only 999 pieces, the watch is very consistent with the retro styling that has made this collection a big hit over the years. The automatic watch has wide appeal thanks to a broad and beautifully polished lacquered ivory dial under a domed sapphire crystal.

Multifort Chronograph Adventure
Multifort Chronograph Adventure

For the more adventurous types, I’m a fan of the Multifort Chronograph Adventure. The Multifort collection was launched in 1934 and it’s the line that I still associate first with the Mido name. This watch is powered by the Caliber 60, a latest-generation automatic chronograph movement that guarantees up to 60 hours of power reserve. It sports a robust anthracite PVD-treated steel case that’s matched perfectly with a great brown perforated calfskin strap. The colourway of the watch is something not often seen in sport watches, making it a standout among competitors.

Ocean Star Captain Titanium
Ocean Star Captain Titanium

If conquering the depths is the main objective, then the Ocean Star Captain Titanium is the solution. Its case and bracelet are made of satin-finished and polished titanium, a metal that is lighter and more resistant than stainless steel. The watch is water-resistant up to 200m and a rotating bezel with folding clasp and diving extension are useful additions. The Ocean Star has been around since 1944, and the styling of this latest model remains faithful to the design codes of that era.

Besides these three excellent models, there is more excitement coming from the brand later this year. In search for its next model, Mido has launched the #BeInspiredByArchitecture, which will take them on a world tour through 12 legendary cities.

Mido, standing on the shoulders of giants

The interactive project will give fans the chance to select which international architectural gem will be the basis for the next watch model, with its design unveiled at Baselworld 2017. One lucky participant will also be drawn to win a trip to the city that’s home to the selected monument.

The marketing campaign is a clever way to crowdsource ideas for new models. But perhaps more importantly, it will help the brand connect to the general public across major international markets, meaning the Mido name might not fly under the radar for too much longer.