Founded on 11 November 1918 by Georges Schaeren, an ingenious Swiss watchmaker, Mido is now based in the town of Le Locle, in the heart of the Swiss Jura mountains. The name Mido comes from the Spanish “Yo mido”, which means “I measure”. Building on this symbolic date, Mido has continued to look to the future with confidence, buoyed by the visionary strength of its founder. In 2018, the brand celebrated its 100th anniversary by continuing along the path traced by Georges Schaeren and preserving the values that have characterised its DNA for a century: timeless design, quality materials and technological innovation. Mido has been part of the Swatch Group, a world leader in watchmaking, since its foundation in 1983; the brand’s distribution in Italy dates back to 2015.

Mido’s philosophy combines innovation, aesthetics and functionality. The brand shares these essential values with certain architectural icons, and the claim “Inspired by architecture” defines its intrinsic philosophy. Cutting-edge technology, excellent automatic movements and high-quality materials are the three pillars on which the brand’s unique savoir-faire rests. These qualities are complemented by a sober and refined design that gives Mido timepieces a timeless dimension. Unaffected by fashions and passing trends, Mido watches are destined to last.  For over a century, Mido has been a worldwide reference for Swiss mechanical watches. Mido watches are available from 2700 official distributors in 70 countries.