Mido (watch)

Mido SA
Member of the Swatch group
Industry Watch manufacturing
Founded 1918 by George G. Schaeren
Headquarters Le Locle, Switzerland
Area served
 Worldwide
Key people
 Franz Linder, President
Products Wristwatches
Parent Swatch group
Website www.mido.ch

Mido SA is a luxury Swiss watchmaking company founded in 1918.The watches are sold through 2400 authorized retailers in 50 countries around the world.[1]

History

Mido was founded in 1918 by George G. Schaeren in Biel/Bienne, Switzerland. Mido comes from the Spanish phrase Yo mido meaning "I measure".

In the 1920s, Mido introduced elegant lady’s watches with color enameled shaped cases and modern straps as well as visually attractive timepieces for gentlemen in art deco style, which rapidly established the image required for the new brand name. 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, the first to use a self-winding automatic movement. It was also shock resistant, anti magnetic and water resistant all in one which remained in the forefront for over three decades right through to the sixties. Mido attained yet another milestone the same year when it launched watches with unbreakable mainsprings. This was also the very first time that any watch manufacturer utilized this type of spring within the market place. 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.[5][6]

In 1945, Mido became the very first manufacturer to introduce a central-read chronograph wherein the stop watch function had all its hands arranged at the center. In 1954 the firm launched the world's most efficient winding mechanism.[7][8]

Mido launched its Commander model in 1959. This utilized a one-piece case design, the very first of its type, as well as a novelty in the time. The one-piece case revolutionized the market, and enhanced the life span of watches considerably. The Mido Commander has survived to today, and it is among the world's most acknowledged watches with numerous unique designs, including an eighteen karat gold model. The line up also contains chronographs and COSC certified chronometers. In 1967 Mido was distinguished as the maker of the world's thinnest ladies watch.[9][10]

In 1970 Mido launched the Aquadura Crown Sealing system, an innovation that gained the reputation as the king of water-resistant watches. The Aquadura crown sealing technique 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.[11]

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 only bring the desired city to the 12 o’clock position and press the crown to check the local time.[12][13]

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 4 in the production of chronometers in the Swiss watch industry.[14][15]

Today, Mido is a part of the Swatch Group, headquartered in Le Locle, Switzerland. It also has a branch office in Shanghai, China.[16]

Models from Mido Collection

[17] [18] [19] [20] [21] [22]


References

  1. ↑ http://www.midowatch.com/en/content/portrait-0
  2. ↑ http://www.corner-shop.de/mido/mido_history_en.pdf
  3. ↑ http://www.articlerich.com/Article/Historical-past-Of-Mido-Watches/2125649
  4. ↑ http://weuogfdsu.blog.com/2010/12/26/history-of-mido-watches/
  5. ↑ http://www.articlesalley.com/article.detail.php/41769/196/Fashion/Beauty/39/The_Attraction_Of_Mido_Watches
  6. ↑ http://www.articles3k.com/article/383/99122/History_of_Mido_watches
  7. ↑ http://www.articlesalley.com/article.detail.php/41769/196/Fashion/Beauty/39/The_Attraction_Of_Mido_Watches
  8. ↑ http://www.articles3k.com/article/383/99122/History_of_Mido_watches
  9. ↑ http://www.midowatch.com/en/content/1967
  10. ↑ http://www.articlerich.com/Article/Historical-past-Of-Mido-Watches/2125649
  11. ↑ http://www.articlerich.com/Article/Historical-past-Of-Mido-Watches/2125649
  12. ↑ http://www.articles3k.com/article/383/99122/History_of_Mido_watches
  13. ↑ http://www.newsfinder.org/site/more/mido_multifort_watches
  14. ↑ http://www.midowatch.com/content/chronometre-certifie-cosc
  15. ↑ http://www.watchtime.com/wristwatch-industry-news/industry/chronometers-2012-rolex-nears-800k-mark/2/
  16. ↑ http://www.midowatch.com/en/content/contact-us
  17. ↑ http://www.midowatch.com/en/content/novelties
  18. ↑ http://www.midowatch.com/en/category/collections/multifort
  19. ↑ http://www.midowatch.com/en/category/collections/great-wall
  20. ↑ http://www.midowatch.com/en/category/collections/ocean-star-captain
  21. ↑ http://www.swatchgroup.com/en/services/archive/2009/mido_new_models
  22. ↑ http://www.midowatch.com/en/collection/all-dial

http://uhr24.de/uhren/mido/mido_historie.pdf

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