Mido :: Manufacturers :: Essence of Time, Inc.

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Essence of Time, Inc. :: Manufacturers :: Mido

Swiss producer Mido has roots dating back more than one hundred years to 1918. Its name means “I measure” in Spanish, and the brand’s philosophy strives to marry convenient functionality with durability and an overall nod to architectural aesthetics.

Case in point, in 2014 Mido joined forces with the International Union of Architects (UIA), a large group of architects from around the globe, and, in addition, a few years later, Mido adopted the slogan, “Inspired by Architecture.”

Early pieces were inspired by automotive details and Mido was a trailblazer in creating one of the first antimagnetic watches with an automatic movement and built-in water resistance. Their Powerwind winding system of 1954 increased reliability by taking watch components down to seven pieces from seventeen. A few years later the Ocean Star boasted a single-shell case, and in 1967 they crafted the smallest ladies automatic timepiece to be made upon an assembly line.

Today, Mido is a member of the prestigious Swatch Group. Important collections include Ocean Star, Baroncelli, Belluna, Multifort, and Commander. Mido served as the Official Performance Partner of the Red Bull Cliff Diving World Series 2019. Since 1939, in a celebration of robust modernity, Robi the Robot has served as Mido’s brand ambassador.