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Mido (watch)

From Wikipedia, the free encyclopedia
Mido SA
TypeMember of the Swatch group
IndustryWatchmaking
Founded1918 by George G. Schaeren
Headquarters
Le Locle
,
Switzerland
Area served
Worldwide
Key peopleFranz Linder, President
ProductsWristwatches
ParentThe Swatch Group
Websitemidowatches.com

Mido SA is a manufacturer of Swiss luxury watches. The company was founded in 1918 and is under the Swatch group[1] brand umbrella.

History

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Mido was founded in 1918 by George (or Georges) G. Schaeren in Biel/Bienne, Switzerland. Mido comes from the Spanish phrase Yo mido meaning "I measure". In the 1920s, Mido introduced ladies' watches with color-enameled shaped cases and modern straps as well as timepieces for gentlemen in art deco style. Mido found a market in the flourishing automotive market by producing watches in the shape of radiator grills of a wide range of brands such as Buick, Bugatti, Fiat, Ford, Excelsior, Hispano-Suiza, etc.[2][3][4]

In 1934, Mido launched the Multifort design,[5] the first Mido to use a self-winding automatic movement. It was shock-resistant, anti-magnetic and water-resistant. During this time period, Mido used a Robot as its ambassador as a symbol of progress and robustness. A comic strip from this era featured the Mido Robot and its adventures.[6][7]

In 1945, Mido became the first manufacturer to introduce a central-read chronograph.[7][6] In 1954 the firm launched a new winding mechanism.[7][6]

In 1954, Mido released the Powerwind collection, which included highly accurate watches with self-winding movements.[5]

Mido released its Commander model in 1959, which utilized a one-piece case design. In 1967 Mido was distinguished as the maker of the world's thinnest ladies watch.[8][9]

In 1970 Mido named the Aquadura Crown Sealing system, which makes use of an all-natural cork which is handled and formed to insure its water resistant qualities. This technique is utilized to seal the crown, the most susceptible place on a watch to water leakage.[9]

In 1971, Mido joined ASUAG via the General Watch Co.[10]

During the nineties, the Mido World Timer was launched. This was a practical display that can show the local time anywhere on the planet. The user must bring the desired city to the 12 o’clock position and press the crown to check the local time.[11][12]

Today, Mido is a part of the Swatch Group,[13] headquartered in Le Locle, Switzerland. It also has a branch office in Shanghai, China.[14] In 2018, the brand celebrated its 100th anniversary.[15]

Market

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Mido is recognized as one of the top 10 producers of certified chronometers. With 61,358 automatic movements produced in 2013, Mido is currently ranked number four in the production of chronometers in the Swiss watch industry.[16][17]

The brand's primary markets are Latin America and Asia. Female customers account for approximately 40% of their sales. Mido CEO, Franz Linder, reported that 70-75% of automatic watches sold under $1,000 are from the brand[18][19]

References

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  1. ↑ "Who Owns Your Favorite Swiss Watch Brand?". 7 February 2022.
  2. ↑ Mido history (PDF)
  3. ↑ History of Mido Deprecated link archived 2013-02-15 at archive.today
  4. ↑ History of Mido Watches Deprecated link archived 2013-02-15 at archive.today
  5. 1 2 "Mido Watches History: Exploring the Timeless Legacy". Gnomon Watches. Retrieved 2024-01-25.
  6. 1 2 3 The attraction of Mido Watches Deprecated link archived 2013-02-15 at archive.today
  7. 1 2 3 History of Mido watches Archived 2012-06-23 at the Wayback Machine
  8. ↑ "Mido Swiss watches - Inspired by Architecture | Mido". Midowatch.com. 2019-03-21. Retrieved 2019-06-21.
  9. 1 2 "Historical past of Mido Watches". Retrieved 2013-01-07.{{cite web}}: CS1 maint: deprecated archival service (link)
  10. ↑ Donzé, P. (2014-04-08). A Business History of the Swatch Group: The Rebirth of Swiss Watchmaking and the Globalization of the Luxury Industry. Springer. ISBN 978-1-137-38908-4.
  11. ↑ "History of Mido watches - Culture and Society Article". Archived from the original on 2012-06-23. Retrieved 2013-01-07.
  12. ↑ "Mido Multifort watches presented in Arts section". Newsfinder.org. Archived from the original on 2015-02-26. Retrieved 2019-06-21.
  13. ↑ Deshpande, Written byJay (2017-10-12). "Who Owns What: A Guide to the Watch Groups". WatchTime - USA's No.1 Watch Magazine. Retrieved 2024-01-25.
  14. ↑ Official page
  15. ↑ DeMarco, Anthony. "Mido Unveils Baroncelli Big Date Watch For Its 100th Anniversary". Forbes. Retrieved 2026-07-15.
  16. ↑ "Mido Swiss watches - Inspired by Architecture | Mido". Midowatch.com. 2019-03-21. Retrieved 2019-06-21.
  17. ↑ Written byJay Deshpande (2019-06-17). "Top 20 Swiss Chronometer Watch Brands: Rolex Leads the Pack | Page 2 | WatchTime - USA's No.1 Watch Magazine". WatchTime. Retrieved 2019-06-21.
  18. ↑ DeMarco, Anthony. "Mido CEO Discusses The Past, Present And Future Of The Swiss Watch Brand". Forbes. Retrieved 2026-07-15.
  19. ↑ Rosputinsky, Tomas (2021-04-02). "The New Mido Baroncelli, Mido Multifort Patrimony And Mido Ocean Star Watches". Fratello Watches - The Magazine Dedicated To Luxury Watches. Retrieved 2026-07-15.

Further reading

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  • Kathleen H. Pritchard, Swiss Timepiece Makers, 1775-1975. Phoenix Publishing, 1997.
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