Mido, the Swiss watch brand that deserves to be better known

Swiss watch brand Mido is particularly popular in Asia and the United States. However, Mido is much less well-known in Europe and the United Kingdom. And we think this is entirely undeserved. 

Mido watches are in our opinion certainly on par with better-known brands in the same price range (starting at around £700). They boast an impressive brand heritage, excellent designs, and high-quality watches. Moreover, Mido is part of the Swatch Group brand portfolio, meaning it has access to excellent facilities. The brand is even among the top 10 manufacturers of certified chronometers. Despite being part of a larger group, like Omega and Tissot, Mido has always remained a brand with a strong identity that is definitely worth getting to know! 

In this blog post, we'll tell you more about the history of the Mido brand and highlight three special models from our collection.

Mido's origins in Art Deco watches 

In 1918, the experienced Swiss watchmaker Georges Schaeren founded his own watch brand, Mido. The name Mido—derived from the Spanish "Yo mido" ("I measure")—stands for measuring time as accurately as possible. 

In the 1920s, Mido primarily produced women's watches with enameled cases and modern straps, and men's watches in the Art Deco style. 

With the rise and popularity of the passenger car, Mido discovered a niche in the market and began producing highly successful watches shaped like radiator grilles for various car brands, such as Buick, Bugatti, Fiat, and Ford. These watches remain highly sought after by collectors of unique vintage watches.

Mido Innovations and Firsts in the Watch Industry 

From the 1930s through the 1980s, Mido focused primarily on developing innovative, high-quality timepieces such as the Multifort; the first anti-magnetic watch with an automatic movement and built-in water and shock resistance based on Mido's proprietary Aquadura cork sealing for the crown. 
Electrical Testing Laboratories Inc. in New York rigorously tested this watch for over 1,000 hours. The procedures they used became the official U.S. government test and formed the basis of today's ISO water resistance standards.

Another revolutionary timepiece was the Powerwind. This automatic movement consisted of between 7 and 16 parts, making it easier to maintain and less prone to failure. This smaller number of components also reduced wear and tear, making the mechanism even more reliable. Could Swatch have found inspiration for their Sistem51 movement here? 

A third Mido innovation worth mentioning is the Ocean Star. This watch, produced from the late 1950s onward, was specifically designed for divers. Its uniqueness stems from the fact that, at the time, cases were typically made of three parts, but Mido developed a one-piece case, a so-called "monocoque." Each watch was tested to a pressure equivalent to a depth of 300 meters and was guaranteed 100% water-resistant.

Mido's Relationship with Architecture 

With the brand's roots firmly in Art Deco, Mido watches have always had a strong architectural appeal. Thanks to successful watches inspired by iconic buildings, Mido partnered with the UIA – International Union of Architects – in 2015. This collaboration led to other unique watches inspired by architecture and buildings such as the Guggenheim Museum.

Three special Mido watches from the Watch.co.uk collection 

Mido Commander Shade Watch M842942711

The Mido Commander Shade watch was first released in 2018 to commemorate Mido's 100th anniversary and has been a permanent fixture of the collection ever since. It's a modern reissue of a 1959 classic with a one-piece monocoque case. This case has no lugs, making the mesh strap appear to disappear into it. 

The watch has a typical mid-century modernist look thanks to the angular, architectural indices and hands, the use of the classic Mido logo, and the smoky gray gradient fumé dial. 

The Commander Shade has a compact size of 37 mm, which further contributes to its retro appeal and makes it suitable for both men and women.

Mido Ocean Star Worldtimer M0268301603000

In 1996, Mido introduced the Worldtimer; the first analog watch that, with very simple operation, instantly displayed the local time zone anywhere in the world. The Ocean Star Worldtimer is inspired by that watch, combined with the style of the 1970s. The watch has a striking dial that is very easy to read. The surface is silver-colored, with a subtle, anti-reflective "velour" finish, which enhances readability. The watch's defining feature is the red and black checkered ring around the dial. This graphic element is based on a Mido watch from the 1970s and gives the watch a cheerful, retro personality. 

The unidirectional rotating bezel features a black aluminum inlay with the names of major world cities, each representing a different time zone. This allows the user to easily compare home time with the local time zone. 

The Bund strap can be worn in two ways. The bottom part is removable, allowing the watch to be worn on its regular black leather strap. Besides all this, the watch is also 20 ATM water resistant, making it a versatile and reliable travel companion.

Mido Multifort TV Big Date M0495261708100 

The Mido Multifort TV Big Date is also based on a design from the 1970s. This shape was often used for sporty men's watches at the time and is now completely fashionable again. You see watches with a "TV shape" from various brands (for example, the Bulova Seville or the LIP Big TV), but Mido was originally the first brand to introduce this shape in 1973. 

The Multifort TV Big Date is available in four colours: blue, green, gold, or gray. All four versions offer a choice between a stainless steel or rubber strap. The Multifort TV is also available in a chronograph version. 

The watch has a sporty 40 mm size, yet looks elegant thanks to its rounded corners and refined finish. With a choice of various types of easily interchangeable straps, the watch is suitable for every day and occasion.

More Mido watches at Watch.co.uk 

Would you like to explore Mido's beautiful watches? Then browse the entire Mido watch collection online and place an order for the watch to be delivered to your home.