Hi earning luxury training: Introduction to the US watch brand

Mido was founded in 1918 by George Schaeren in Zurich, Switzerland. Today, the company's headquarters is located in the small town of Le Locle in the heart of the Jura Mountains in Switzerland. The name of Mido is derived from the Spanish word “Yo mido”, which means “I measure”.

Eternity is the philosophy of the design of the meter. Since its inception, Switzerland has always adhered to the philosophy of designing eternal design and practical functions rather than following the trend. Inspired by classic architecture, Mido is a new interpretation of time philosophy and space art with architecture. It wears timeless architecture with inspiration and creativity on people's wrists. They use the classic design to accurately interpret the brand of “inspiration for eternal”. motto. While emphasizing eternal design, Mido is also one of the selection brands for Swiss official observatory certified watches. Since its birth nearly a hundred years, Mido has always insisted on manufacturing watches with high-quality materials, precise movements, excellent waterproof performance, and long-term ownership, 100% Swiss. Today, Mido is not a mechanical product that simply records time, but a symbol of taste, an eternal interpretation.

MIDO watches are sold at 1,600 authorized dealers in 50 countries around the world. Today, it is part of the world's largest watch manufacturer and distributor, the Swatch Group.

brand history

Medu brand events

1918 - The experienced genius watchmaker Georges G. Schaeren founded MIDOG.Schaeren & Co..

Photo: Mr. Georges G. Schaeren, founder of Medo

In the 1920s, Mido produced a variety of creative and unique artistic decorative watches, such as jewelry watches and sports watches.

In the 1930s, Medo created a watch that symbolizes social status. The shape of the watch mimics the radiators of the famous cars Bugatti, Buick, Excelsior, Peugeot, and Chevrolet.

1934 - The launch of the Multifort Helmsman series is another milestone in the history of Meto. It is the first model that combines the advantages of self-winding, waterproofing, anti-magnetic and anti-shock. The American helmsman series became the best-selling watch in the 1930s and 1950s.

Figure: In 1934, the US Helmsman series went on the market.

1954 - Mido introduces a new winding system "Power Wind", which has been simplified from 17 to 7 in design.

1959 - The US Ocean Star revolutionized the use of an integrated case, which solved the waterproof problem of the back cover. Coupled with its unique beauty cork waterproof system crown ensures that the meter can achieve efficient waterproofing in harsh environments. Today, the series of US commanders based on the "Star of the Sea" continues to dominate the market.

Picture: Mido Ocean Star uses an integrated case

1967 - Under constant innovation, Mido has launched another feat: a compact, fully automatic, waterproof, and shock-resistant "mini-meat meter" has been introduced and produced in large numbers around the world. In the 1970s, the United States used electronic digital technology and an electronic digital display was introduced.

1981 - The famous tennis player Bjorn Borg became the ambassador of Mido.

Photo: Beauty Image Ambassador Bjorn Borg

1995 - Mido released two high-tech watches: WORLDTIMER is the first watch that can easily read time zones in different time zones at the same time. The BODYGUARD bodyguard watch is like a private bodyguard with a security alarm (over 100 decibels).

1998 - The helmsman series revived and the Meteorus celebrated its 80th birthday. The company's aim is to make the product system grow in ten years, and the excellent waterproof and simple design of the fully automatic mechanical watch once again become the brand's goal.

2002 - "The engraving years" not only became the slogan of the Meebrendum, but also played a key role in the development of the new models in the United States in recent years. Inspired by the world-famous Roman Arena, Medo has launched a new perfect collection.

Picture: Beautiful series

2006 - Mido launched the Belen Seri series for the first time 30 years ago. In order to witness this moment, Mido launched the new Belen Seri series that inherits the concept of eternity. Its creations are inspired by the violin with sublime and classic eternal representation.

Photo: Mido Belen Seri Series

2008 - the 90th anniversary of the United States.

In 2009, the Mido Bruna series was born, and the exterior model mimicked the landmark of Chrysler in New York, making the watch the essence of modern art.

Picture: Mido Bruna Series

2010 - The return of beauty to the eternal brand spirit. Once again, the watch is immortal, elegant and innovative, which shocks people's attention.

Brand tradition

Beauty - Inspiration confirms eternity

Since its inception in 1918, Swiss Meteor has always pursued the combination of timeless design and practical functions, and tirelessly pursued in the field of technology, in order to create a high-quality watch that can be owned for a long time. Swiss Medeau's constant pursuit of “classic” and “eternal” has launched a collection that is worthy of collection.

Mido’s brand spirit is “inspiration for eternal”, constantly drawing inspiration from artistic masterpieces and pioneering heritage. Mido always believes that classics are a combination of eternal design and practical functions rather than following the trend. Real design can stand the test of fashion.

Brand craft

Automatic movement

All of the calibre movements are rigorously tested – precise inspection of the three orientations and long-lasting power from the high-quality Nivaflex NO mainspring, with a carefully crafted oscillating weight and an Incabloc shock mount.

Midea watches are mostly designed with a transparent bottom cover to observe the travel time. Observatory certification forms are available for each series of Mido watches. The Observatory refers to the COSC (Swiss Official Observatory Certification) for multiple orientations of mechanical movements and different temperature tests to ensure accurate timing.

Waterproof performance

The Mido Watch is a watch designed to be worn 24 hours a day.

The original Aquadura cork seal crown system. Natural cork is embedded in the crown stem to ensure perfect waterproofing. Special treatment keeps the cork moist and elastic throughout the year. It is waterproof even when the crown is not fully tightened. The Aquadura cork system is suitable for waterproofing of watches up to 50 and below. For depths over 100 meters, the spiral crown and back cover are used to resist water pressure and ensure water resistance. Thanks to its excellent waterproof performance, it has earned the reputation of “waterproof crown”.

Watchmaking material

Mido only uses better materials from the Swiss watchmaking industry. The case and strap are made of 316L high quality stainless steel.

Both gold-plated and gold-plated products use PVD (vacuum ion plating) surface treatment technology. This not only gives the watch an attractive appearance but its firmness is effective against scratches and corrosion. Mido is one of the few brands that offer titanium mechanical watches. This high-tech metal material is commonly used in aerospace and surgical fields. Compared with steel materials, it has the advantages of lighter, corrosion-resistant and hypoallergenic.

Sapphire crystal

The same as the crystal structure of the emery, the same physical and chemical properties as rubies and sapphires. Usually the purity is better. As an extremely stable and second only diamond-based material, crystal mirrors are widely used over traditional materials. Crystal mirrors are used for orientation, transmission and insulation. It solves problems caused by friction, aging, corrosion, and the like.

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