Philosophy
Founded in Switzerland in 1918.
MIDO is based in the city of Le Locle, in the heart of the iconic Swiss Jura mountains. The name MIDO comes from the Spanish translation, meaning “measure”.The foundation of MIDO is to combine aesthetics, authenticity and functionality. The refined, understated designs of MIDO timepieces reinforce the concept of timeless quality. Beyond fashion and passing trends, MIDO watches are distinguished by their durability. MIDO shares these essential values with the worlds most iconic and historical architectural achievements, which inspire the emotions and design of each timepiece. Cutting edge technical innovations, mechanical movements known for their excellence and high quality materials are the three pillars on which the brand’s unique expertise rests. For nearly a century, MIDO has been a global benchmark in Swiss made mechanical watches.
Marketing Strategy
Aimed at strengthening our connection with world renowned monuments including the Eiffel Tower & Rennes Opera House in Paris, the Roman Colosseum, Harbour Bridge in Sydney, Australia, and new to 2016 Big Ben & Royal Albert Hall from London.