Mido – 100 years of technical innovation and timeless design
MIDO has always stood for watches with tidy design paired with technical excellence – for 100 years now. The brand never intended to be in the spotlight in the first row, but has always been able to take itself back and convince with refinement and quality.
The company was founded in 1918 by George Schaeren in Switzerland. The trained watchmaker took the Spanish “Yo Mido” (eng.: I measure) as an example and based the name of his newly founded company “Mido G. Schaeren & Co.” on it.
Architecture has always had a great influence on all MIDO watches. Whether the Colosseum in Rome, the Opera House in Rennes or the Great Wall of China, the brand always manages to subtly incorporate architectural masterpieces into the design of its collections and thus pay tribute to them.
In 2018, the brand achieved a magical milestone: its 100th anniversary. This means a century full of high-end technology, excellent movements, the highest quality materials and profound know-how. All this is accompanied by a timeless consistency that runs like a continuous thread through the history of the company.
Mido’s most important collections:
The stylistic role model for this collection is the Rennes Opera House in the northwest of France. With its curved curves and precise contours, this architectural masterpiece was the perfect way to give the Baroncelli line its extraordinarily classic and timeless design.
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Art deco charm, technical finesse and timeless designs: with their different designs and sizes, these watches make an excellent impression on the wrists of both men and women who appreciate a dignified look.
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An automatic watch that was the first wristwatch ever to be shockproof, non-magnetic and at the same time waterproof. First launched in 1934, Multifort models are still one of the main collections today. The Multifort developed rapidly into a bestseller and continues to demonstrate its capabilities.
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This collection is modelled on the Eiffel Tower. With its unique lines, it has exerted an unbroken fascination on its viewers for over 100 years. MIDO has taken this technical perfection as an opportunity to make the Commander models similarly graceful.
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MIDO masters not only timeless classics but also robust diving watches with maritime flair. With their unidirectional rotating bezel, applied Super-LumiNova, screwed-down crown and other refined characteristics, these watches are ideal companions designed for use in the water.
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What the Eiffel Tower is to the Commander collection is the Colosseum for the All Dial. This world-famous monument in Italians capital Rome stands for unparalleled centuries-old power and elegance, which MIDO stylistically tried to embody in this collection. The result are sporty and elegant wristwatches that can be worn to many different occasions.
Why buy a Mido watch?
MIDO watches have everything a watch should be today: outstanding quality, noble design, long history and convincing functionality. All this is available at MIDO at a surprisingly affordable price point, because the brand is known for its outstanding price-performance ratio. For example, it offers a COSC-certified chronometer for about 1000€, which only few Swiss brands are able to do.
Mido in figures
1000: Chronometer for around 1000€
As one of the few watch brands ever, MIDO manages to sell a COSC-certified chronometer that just barely exceeds the 1000€ mark.
80: 80h power reserve with the Caliber 80
Mido’s in-house caliber 80 boasts an impressive 80h power reserve.
2600: Over 2600 official dealers
MIDO distributes the watches through a distribution network of over 2600 authorized dealers in over 50 countries around the world.
100: 100th anniversary
In 2018 MIDO celebrates its 100th anniversary and breaks a magical barrier.
1918: Year of foundation
The end of the First World War coincides with the founding year of the then Mido G. Schaeren & Co.
1918: Georges Schaeren lays the foundation stone for MIDO G. Schaeren & Co.
1920: Coloured enamel watches for women and sporty automobile watches for men are added to the product range.
1930: Groundbreaking technologies (such as Aquadura) enable shock-resistant, non-magnetic and waterproof watches.
1934: Launch of the iconic Mido Multifort.
1939: Brand ambassador and robot “Robi” is born.
1954: A revolutionary, self-developed elevator system is introduced: Powerwind.
1959: The MIDO Ocean Star offers an impressive water resistance with its single-shell monocoque housing.
1971: The brand is taken over by the Swatch Group.
1981: Tennis pro Björn Borg becomes the brand’s first brand ambassador.
1996: Launch of the MIDO Bodyguard – a watch with an alarm above 100 decibels.
2002: A return to timeless design brings out the All Time line.
2006: Publication of the Baroncelli watch line.
2008: Art déco meets state-of-the-art technology: Belluna is launched.
2014: Partnership between MIDO and the Union Internationale des Architectes (UIA).
2018: 100th anniversary and launch of the Commander Big Date, in memory of the founder Georges Schaeren.
According to the company philosophy and the “less is more” conviction associated with it, brand ambassadors play only a subordinate role in Mido’s history. Only Swedish tennis world champion Björn Borg has been chosen as official (living) ambassador to this day. Otherwise, since 1939, one and the same face, namely that of the robot “Robi”, embodies the brand. Only Robi has always stood for the robust and innovative character of the MIDO brand. Understatement par excellence.