Happy birthday, Mido!


Writing an entire century of watchmaking history while demostrating more dynamism than ever

Mido, which was founded in 1918 in Solothurn (Switzerland), is celebrating its centenary in 2018 with a pleasing display of vitality. And to put it mildly, 100 years after its creation, the Swiss Made brand – whose name means I measure in Spanish (yo mido) – remains true to the four cornerstones on which it has built its international reputation: appealing and timeless designs, a great ability to innovate, accurate and reliable movements and, the jewel in the crown, value for money that is undeniably one of the best in the market. These intrinsic values are the foundation for Mido’s bright future at a time when fine watchmaking enthusiasts are becoming more and more discerning. The proof is undeniable – some of Mido’s automatic watch collections, designed to last a lifetime, are still featured in its catalogue despite being first introduced over fifty years ago. This demonstrates the longevity of Mido’s designs, which have stood the test of time without ageing, in a state of perpetual renewal. Mido’s philosophy combines innovation, aesthetic and functionality. The brand shares these essential values with some iconic architectural glories from which it draws inspiration for its carefully considered and timeless design. Through this discipline, Mido continues its quest for the harmonious and coherent choices that ensure an object’s ability to stand the test of time. Nothing about a Mido watch is left to chance or ignored, be it ergonomics, its wealth of finishes, or its functionality. A brand with 100 years of history naturally draws inspiration from its rich past and the present environment to design its collections.

Mido Commander Shade Special Edition
The Commander Big Date, unique and instantly recognisable

While an anniversary is traditionally the occasion to reissue iconic models, this is not only the spirit of Mido. Quite the opposite – after ten decades of business, the Swiss brand is leaning on its past and its present to look to the future. It is in this context that in 2018 the Swatch Group brand is unveiling (amongst others) the Caliber 80 with a large calendar aperture, an exclusive Mido movement that powers the stunning brand-new timepiece: the Commander Big Date. This elegant automatic watch, which respects the original Commander Collection’s DNA, features a large date aperture at 6 o’clock, a big date to celebrate an iconic date – Mido’s 100th anniversary – a feature generally produced by only high-end watchmaking brands. To top it all off, as its name suggests, its high- performance movement gives it a power reserve of up to 80 hours (compared to 42 hours for a standard movement). Fuelled by this same dynamism, in 2018 the Swiss watchmaker is also releasing a number of vintage-inspired models sure to appeal to both enlightened watch enthusiasts and new buyers.

Mido Multifort Datometer
Mido is bringing the past into the present with the new Multifort Datometer

The Multifort Datometer, which first appeared in catalogues in 1939 and is characterised by a date indicated by a hand, is being reintroduced in a limited edition adapted to modern tastes. The new model of this truly classic and elegant timepiece has been given a rose PVD-treated steel case measuring 40 mm in diameter, a simple yet functional dial, and a warm colour palette – in other words, an exterior designed to weather another 100 years without going out of fashion. In addition, Mido is unveiling the Commander Shade this anniversary year. Freely inspired by some models from the late 1970s, this special edition borrows their smoked and graduated sunray dial to create a 2018 version with a – finish that pairs elegance and simplicity with a thoroughly vintage touch – this spirit being further highlighted by a 37 mm diameter case, a domed acrylic crystal and a Milanese mesh bracelet reminiscent of watches of the past. As a true pioneer, Mido has elevated the affordable luxury watch sector over the past 100 years with its creative design and its innovations. This 100th anniversary is an opportunity to reassert its vocation: to design timeless, flawlessly crafted watches positioned in a favourable price segment – all while looking to the future and continuing to innovate. Creating high-quality timepieces while maintaining moderate price tags – what if this is the future of the watchmaking industry in the 21st century? In any event, this is the clear path that Mido has chosen. The Swatch Group brand has some other delightful surprises in this special year to make it a truly thrilling year for watchmaking enthusiasts worldwide.

Share on facebook
Share on linkedin
Share on twitter
This is photo of a Dominique Chenot Interviews

Dominique Chenot: Ageing Delay Protocol

Dominique Chenot, co-founder of Chenot, whose newest Espace has been opened in the One&Only Portonovi resort, reflects on their medicinal and therapeutic approach to wellness …


New Yachts Is Out Now: 300-Page Bilingual Summer Issue!

This year’s summer edition of our luxury yachting magazine in English and Croatian has no less than three hundred pages. Inspired by the great Swiss …


Donna Vekić: From Tears to Glamour

In her first fragrance collection, the tennis star Donna Vekić brings together Murano and Grasse, and part of the profits from selling candles will go …

This is a photography of gyms on superyachts Yachting

Wellness at High Sea: Perfect Gyms for Superyachts

Most superyachts of today have exquisitely equipped gyms or fitness corners that allow the owner to stay in shape during their vacation Yachting is a …

This is photo of a new spot at Falkensteiner Hotels

Premium Active Leisure Resort at Punta Skala

New sports destination in the vicinity of Zadar is ideal for active vacationers, hedonists in love with the Adriatic and lovers of creative, unique food …

This is photo of a Gucci boutique Fashion

House of Gucci: A Century of Luxury House

Gucci celebrates 100 years with Ridley Scott’s drama House of Gucci starring Lady Gaga and a glamorous birthday Aria collection in which Alessandro Michele radically …

This is photo of a Bloc Outdoor, furniture design Luxury

What makes Outdoor Living Culture?

The main features of each piece of the Bloc Outdoor brand are sophisticated design in several lines that meet the highest standards of luxurious lifestyle, …

This is photo of a electric surfboard Lampuga Yachting

Seven Electric Surfboards to Catch a Wave

This elegant personal watercrafts deliver everything users can expect from a 21st century water toys: they are fun, safe and powerful. Just turn on the …

This is photo of a Heesen Ela Yachting

Super-efficient Heesen MY Ela Heads to Med

Heesen announced the delivery of YN 19550 MY Ela, formerly known as Project Altea At 50 metres overall with a lightweight, aluminium, fast-displacement hull, she …

This is a photography of Azimut 68 Yachting

First Look at New Azimut 68: A Yacht for the World

The newest model in the Flybridge Collection is the Azimut 68: a high-tech yacht with a selection of three different layouts on the Main Deck …

This is photo of a Cap Aureo dish Gastronomy

Cap Aureo: Istrian Flavour Theatre

Cap Aureo is the flagship of Maistra’s restaurant portfolio and since its opening two years ago it has been setting high standards for the fine …

This is photo of a Dominique Chenot Interviews

Dominique Chenot: Ageing Delay Protocol

Dominique Chenot, co-founder of Chenot, whose newest Espace has been opened in the One&Only Portonovi resort, reflects on their medicinal and therapeutic approach to wellness …

Scroll to Top