Categories: Mido

The Mido brand was founded in 1918 by watchmaker Georges Schaeren in Biel/Bienne, Switzerland. From the very beginning, the name stood for innovation, precision, and timeless design. The brand name is derived from the Spanish expression "Yo mido," meaning "I measure"—a fitting motto for a brand dedicated to the art of timekeeping.

The Beginnings (1918–1930) – Technology with Style

In the 1920s, Mido quickly gained attention: The brand was known for wristwatches with distinctive designs, often inspired by the style of the automotive industry of the time. Mido produced dials in the shape of radiator grilles and logos of well-known car brands – an innovative marketing approach that attracted attention and generated enthusiasm.

In 1930, Mido launched one of the first automatic watches with a shock-resistant movement. That same year, the company developed the famous "Aquadura" cork sealing system, which protected the crown from moisture – a milestone in the water resistance of wristwatches.

The middle of the century (1940–1970) – progress and reliability

In the 1940s, Mido solidified its reputation as a manufacturer of reliable automatic watches. The Multifort collection, introduced in 1934, became a symbol of robustness and technical excellence. It was one of the first watches to be self-winding, shock-resistant, antimagnetic, and waterproof – a technological breakthrough of its time.

In the 1950s and 60s, Mido followed the trend towards more elegant, streamlined designs. Models like the Commander and Ocean Star established themselves as stylish companions that could be worn both in everyday life and in business settings. The combination of form and function became a hallmark of the brand.

Design inspired by architecture (1980–2000)

From the 1980s onwards, Mido increasingly positioned itself as a brand that combines architecture and watchmaking. Under the motto "Inspired by Architecture," watches were created whose lines and proportions were based on famous buildings – for example, the Baroncelli collection, which is inspired by the style of classical column architecture.

During this time, Mido's international presence also grew: The brand became part of the Swatch Group, the world's largest watchmaking group, thus gaining access to new markets and state-of-the-art technology.

Mido today – Innovation meets tradition

Today, Mido represents a modern interpretation of classic Swiss watchmaking.
The brand focuses on automatic watches with durable movements, often with a power reserve of up to 80 hours. Many models bear COSC certification – a seal of approval for the highest precision.

With collections such as

Mido Ocean Star (sporty and robust),

Mido Commander (iconic and elegant),

Mido Multifort (technically inspired) and

Mido Baroncelli (classic and timeless)

The company combines tradition, design and Swiss perfection.