Swatch Group

Watch Q&A with... Franz Linder – Mido

June 2023

Watch Q&A with... Franz Linder – Mido

“Highlight our leading position in affordable fine Swiss watchmaking”


e recently interviewed a broad selection of managers, active in a variety of segments, to help us identify the major trends within the watch industry.

Our Q&A with Franz Linder – Mido.

Europa Star: What are your strategic priorities for 2023?

Franz Linder: This year is all about evolution for Mido: a new brand image and brand positioning to highlight the excellent value of our watches and establish Mido as a leader in affordable fine Swiss watchmaking. This past March 15th we launched the Ocean Star Decompression Worldtimer, which reflects the brand’s goals for 2023. “Inspired by New Horizons”, a neo-vintage style timepiece inspired by a historical Mido watch from 1961, carries a strong message with its bright colours and cutting-edge technology. By prioritising more dynamic and emotional content, especially for women’s watches, we want to inspire a young audience, for whom we are also ultimately more accessible compared to other brands. 2022 was a challenging year in China, which was severely affected by Covid, but professional planning is once again possible, and we will be paying close attention to this market.

Franz Linder
Franz Linder

Which new products or lines will be your main focus this year?

The main highlights for the first half of the year are the Multifort M COSC, Multifort M and Ocean Star Decompression Worldtimer with its unique campaign. Another focus, particularly in the second half of the year, will be women’s watches. The Commander Lady (new in May) will be released as one of a charming pair, with subtle decorative details including a beautiful dial made of white mother-of-pearl. For the very first time, Mido will be releasing a very elegant watch in a diameter that can be worn on any wrist, regardless of gender: the Ocean Star 36.5 (available from June). With its sixties-inspired diver’s watch look, this watch is the perfect match for intrepid explorers and sun-worshippers alike. Mido is also very attentive to its heritage and values, and a more classic and distinctive chronograph model will be added to the fine watchmaking Baroncelli collection this June. And finally, a new Multifort with a surprisingly modern look will bring a unique and original touch to our ranges for our more visionary clients!

Mido Ocean Star Decompression Worldtimer Special Edition
Mido Ocean Star Decompression Worldtimer Special Edition

The emergence of the secondary market represents a major new development. Are you taking any steps to build a presence in preowned?

Mido already has a presence in the secondary market because our historical watches are very popular with collectors. There is also a secondary market for more recent models, but we have no plans to get actively involved.

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