New arrivals: MIDO

The Swiss watch company Mido was founded in 1918 by Georges G. Schaeren, is based in Le Locle, in the heart of the Swiss Jura Mountains. The name Mido comes from the distinctive Spanish "Yo mido", which means "meriam". The Mido brand philosophy combines innovation, aesthetics and particularly brilliant functionality. These solid attributes are non-violently intertwined with iconic architectural works, from which the brand's designers like to draw inspiration for their collections. In the All Dial series you'll find elements from the Roman Colosseum, in the Belluna watch you'll find hints of the Royal Albert Hall and in the Rainflower models the silhouette of the Singapore Museum of Science and Art is reflected. The highest technology, automatic and hand-stretched calibers famous for perfection and high-quality materials are the three pillars on which the Mido watch uniqueness rests. In addition, the refined, discreet design gives them the lasting timeless quality with which they have accomplished worldwide fame. In over a century of existence, Mido has repeatedly been marked in the chronicle of the watch industry. With regard to all historical milestones, it's worth mentioning the very first watch from the Multifort series with an "indestructible" main spring (1934), which were also self-winding, resistant to shocks, magnetic fields and water. Mido was able to attract more attention in the following decades. In 1945 it became a pioneer in the field of chronographs with a central census. Nine years later, it impressed with the most efficient winding mechanism, and it is also worth mentioning that the Commander's advanced one-piece design (1959) or the award for the world's thinnest women's watch from 1967. At present, Mido has no less ambitious goals. This is evidenced by the number 61358, indicating the number of tested automatic machines, with which in 2013 it ranked fourth in the production of chronometers tested in the laboratories of the Swiss office Contrôle Officiel Suisse des Chronomètres (COSC). Like several brands belonging to the Swatch Group, Mido is massively involved in sports events through sponsorship and various cooperation streams. Since 2019, all fans of diving in the Red Bull Cliff Diving events have been meeting regularly with the brand's logo and depiction of the popular Ocean Star diving models.