# Marketing

# The Swatch Group

Founded in 1983 by Nicolas Hayek, the Swatch Group Ltd. is the number one manufacturer of finished watches in the world. The Group is active in the manufacture of finished watches, jewellery, watch movements and components.

It produces nearly all of the components needed to manufacture the watches sold under its 17 watch brands and the multi-brand Tourbillon and Hour Passion retail labels, as well as the entire Swiss watchmaking industry.

In addition, it operates its own worldwide network of distribution organisations. The Swatch Group is also a key player in the electronic systems sector.

- The Swatch Group employs more than 32'000 people in over 50 countries.
- Gross sales in 2024: CHF 6’735 millions
- Net profit in 2024: CHF 219 millions

# Positioning

## Product

- Automatic watches that reflect timeless design.
- The 6 MIDO lines cover 4 design styles: Classic – Sporty – Vintage – Design
- Largest choice of COSC chronometers in its price category.

## price

- Swiss-made watches in the mid-price segment ranging from CHF 700.- to 2,500.- Average price: CHF 1,000.-
- Excellent value for money

#### HIGH FINISHING – SPECIAL EDITIONS

#### + CHF 2,000.–

#### MIDO CORE AUTOMATIC

#### CHF 700.– TO CHF 2,000.–

#### REGIONAL / QUARTZ COLLECTION

#### - CHF 600.–

### Positioning within the Swatch Group

Average suggested retail price in CHF:

CHF > 1,500.- LONGINES

CHF ~ 1,000.- MIDO

CHF < 500.- TISSOT

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# Excellent Value

# Markets and distribution

## Americas

Argentina
Bolivia
Brazil
Cayman Isl.
Canada
Chile
Colombia
Costa Rica
Cuba
Ecuador
Guatemala
Mexico
Neth. Antilles
Panama
Paraguay
Peru
Puerto Rico
Salvador
Uruguay
USA
Venezuela

## Europe

Andorra
Austria
Belgium
Croatia
Czech Republic
Denmark
Finland
France
Germany
Greece
Hungary
Ireland
Italy
Kazakhstan
Latvia
Lithuania
Netherlands
Romania
Russia
Slovenia
Spain
Sweden
Switzerland
United Kingdom

## MIDDLE EAST

Bahrain
Iran
Israel
Jordan
Kuwait
Oman
Qatar
Saudi Arabia
U.A.E.

## Asia

Australia
Cambodia
China
Hong Kong
Indonesia
Korea
Laos
Macau
Malaysia
Myanmar
Singapore
Taiwan
Thailand
Vietnam

# Competitors

## USA

Victorinox
Movado
Gucci
Oris

## Latin America

Tag Heuer
Bulova
Victorinox

## Europe

Oris
Frederique Constant
Maurice Lacroix
Louis Erard

## Asia

Titoni
Enicar
Ernest Borel
Roamer
Oris

# Ambassadors and Sponsorship

# Ambassadors

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# Allen Ren

- Brand ambassador for China since august 2023
- Very famous Chinese actor, singer and fashion icon
- Positive and fashionable image, recognized commercial value with China’s unique fan economy
- Fan base:
  - Male VS Female: 40% VS 60%
  - Age: 25-40
  - 1st-3rd tier cities
- Number of followers:
  - Weibo: 25M
  - TikTok: 5M
  - Instagram: 705K

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# Sponsorships

# MIDO X RED BULL CLIFF DIVING

Free-falling from up to 27m combined with awe-inducing acrobatics – that’s the essence of cliff diving.

Since 2009 the Red Bull Cliff Diving World Series has provided a platform for aesthetic action and dives of incredible complexity.

It’s pure. It’s breathtaking and it’s packed full of exciting drama.

# Why this partnership?

MIDO is historically known as the “king of waterproof watches”.

MIDO is accuracy, water-resistance, performance and functionality: these characteristics are In-line with cliff diving sport.

Cliff diving is not covered by any watch brand: unique MIDO partnership.

“High performance partner” is completely linked to Ocean Star 600 chronometer, a concentrate of MIDO’s best technologies. In one watch.

Unique experience and impressive images shared on social medias and press, around the world.

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# Friends of the brand

MIDO and Cliff Diving athletes share a passion for performance and precision

## Jonathan Paredes

### Mexico

- 36 years old
- Cliff Diving
- Pictures and videos
- Instagram: 71K followers
- @jonathanparedes89

## Aidan Heslop

### United Kingdom

- 23 years old
- Cliff Diving
- Pictures and videos
- Instagram: 27K followers
- @aidan_heslop

# Corporate Identity

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# PRINT CAMPAIGN

1. MIDO LOGO
2. Watch
3. Scene visual
4. Inspired by… headline
5. Collection name
6. QR code

1. MIDO LOGO
2. Watch
3. SCENE VISUAL
4. INSPIRED BY… HEADLINE
5. Collection name
6. QR code
7. Asset logo (for example COSC here)

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# International events

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# In 2018...

### Launch Big Date

MIDO celebrated its 100th anniversary in Shanghai with the launch of the Commander Big Date, a series of innovative new models in the iconic MIDO Commander collection.

An intriguing pendulum dance, combined with a glasses-free 3D show, gave guests a truly exciting visual experience. MIDO invited several parkour athletes from China, France and Australia to the grand ceremony. They performed an X-sport show and passed on their passion and enthusiasm to every guest. The celebrations stepped up a gear when mystery guest Robi, MIDO's well-known robot, interacted with guests before the launch of the latest timepieces to join the MIDO Commander collection – the Commander Big Date.

WATCH THE VIDEO

The festivities of MIDO’s 100th Anniversary continued in Mexico City and Taiwan, and on this occasion the brand took its guests back in time by presenting the "past, present and future" concept.

Also, during this year, MIDO continued its expansion in the Middle East with the opening in September of its first store at the prestigious Dubai Mall. The official ribbon-cutting ceremony was overseen by MIDO’s President Franz Linder, representatives of the Rivoli Group, and famous Taiwanese actor and singer, George Hu.

In November, the celebrations culminated in a unique evening for women, held in the lavish setting of the ArtScience Museum in Singapore, where MIDO presented the historical models created for women since its foundation in 1918, as well as the new Baroncelli Lady Day & Night. The evening ended with the unveiling of the new Rainflower women's collection, directly inspired by the ArtScience Museum. Internationally-renowned model Romee Strijd paid tribute to the brand by wearing the very first model at this event.

The sparkling and sophisticated piece was produced as a limited edition of 500 pieces.

WATCH THE VIDEO

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# In 2022...

## INSPIRED BY ARCHITECTURE: 20 YEARS OF A UNIQUE AND TIMELESS BOND

Since 2002, MIDO has been drawing creative inspiration from an art that – like all watches from the Swiss watchmakers – transcends eras: architecture. To celebrate 20 years of this unique alliance and to shine an even brighter light on the values MIDO shares with this visionary yet timeless discipline, the brand is set to unveil five exclusive models from its flagship collections. Each model pays homage to the iconic building to which it is linked.

## ADRENALINE AND HIGH PRECISION IN PARIS

Le Locle, 19 June 2022 – As the Official Performance Partner of the Red Bull Cliff Diving World Series, MIDO is celebrating another 20 years of architectural inspiration this year. Paris, a capital city with spectacular monuments, hosted the Red Bull Cliff Diving competition for the first time, at the foot of the Eiffel Tower. This event was the perfect opportunity for MIDO to present the Ocean Star 600 Chronometer Black DLC – ultra-precise, high-performance and displaying extreme aesthetics, just like this breathtaking diving discipline – as well as an unprecedented exclusive: the new Ocean Star GMT Special Edition.

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# In 2023...

# LAUNCH MULTIFORT TV 2023

## Italia

On 14th June, MIDO organised a unique presentation "inspired by new visions" for the launch of the Multifort TV Big Date in Turin: a real immersion into the world of this watch, between the TV history and the presentation of the vintage MIDO watches with a TV-shaped case from 1973, 1980, 2000…and 2023! Everything you need, to understand the reinvention of this new model. On this occasion, the “inside the TV” experience opened its doors for a visit of the RAI Museum (Radio and Television) in Turin, which immersed everyone in the universe of this watch. It was a true journey back in time, as suggested by the old MIDO’s TV-shaped models. With this 2023 timepiece, MIDO not only pays tribute to its rich heritage, but also offers a real journey through time, where past, present and future are one, and where beauty and harmony meet for a unique outcome.

## Thailand

Bangkok, June 29th 2023 – The prestigious Swiss watch brand MIDO, presented its latest novelty - the Multifort TV Big Date collection - at an impressive event in Bangkok, Thailand. The timepiece stands out with its iconic TV-shaped case design, a revival of the cult classic shape created 50 years ago by MIDO. Precision, strength and boldness, the Multifort TV Big Date embodies MIDO’s historic watchmaking expertise and pays tribute to its rich heritage. The event, hosted by the brand’s CEO, Mr. Franz Linder, took place at the Park Hyatt Bangkok and welcomed many Asian guests, including press, influencers and Thai celebrities. The famous South Korean actor invited the attendees to enjoy an immersive experience “Inspired by New Visions”, all while displaying his distinctive dynamic style which perfectly matches this unique timepiece.

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# In 2024...

# 80y of ocean star and water resistance expertise

## South korea

Seoul, July 31st, 2024 – The Swiss watch brand MIDO hosted an impressive event at L’espace Etnah in Seoul, Korea, to launch the Ocean Star 39, a brand-new model released to celebrate the 80th anniversary of the Ocean Star collection. The timepiece’s perfect 39mm diameter, a pioneering feature in this collection, is complemented by its beautifully slim case design. The dial features captivating details, including a relief motif with gradients of navy blue to black that subtly evokes the undulating patterns carved by water on the seabed.

Watch the video.

# MULTIFORT TV, THE SAGA CONTINUES…

## MEXICO

Mexico, October 8th, 2024 – MIDO unveiled the second chapter of its Multifort TV campaign, Saga 2, at a special event featuring Diego Klein and Arantza Ruiz, two talented Mexican actors who are now the faces of this global campaign. The event took attendees on a journey back to the vintage aesthetics of 1970s televisions, reimagined with a modern and captivating twist. At the heart of the collection is the distinctive nearly square dial with rounded corners, a hallmark design that combines unique character, style, and versatility, now showcased in the expanded Multifort TV lineup.

Watch the video.

# Event multifort 8

## thailand

MIDO, under The Swatch Group Trading (Thailand), led by Mr. Franz Linder, CEO of MIDO, recently wowed collectors and luxury watch enthusiasts with a spectacular visit to Thailand. The highlight of the trip was the grand unveiling of the brand’s latest collection, the “Multifort 8 Two Crowns,” inspired by a fusion of advanced technology and geometric design, giving birth to the new TECHNOMETRY concept. This innovative approach is expressed through luxurious sport watch designs. The event also featured an exclusive preview of the MIDO Novelties 2025 collection.
The launch event was attended by numerous celebrity fans of the brand, including Jinnie-Amsika Chotvijit, Ning-Sophida Jiratrithar, as well as prominent actors showcasing their distinctive style with these luxurious sport watches, such as Pon-Navat Phuphanthatsin, Keng-Hrit Buayoi, Ning-Chanya McClory, Winner-Thanat Kunanekasin, Him-Elisha Rungruangsiri, among many others.

Watch the video.

# Event multifort tv chrono

## thailand

MIDO hosted its ‘Prime-Time Event 2025’, marking the world premiere of the new Multifort TV Chronograph collection, unveiled for the first time in three striking colour variations. Reintroduced in 2023, the distinctive TV shape continues to captivate. Inspired by the cult 1970s design, its unique aesthetic is a source of fascination. In 2025, the TV collection features the first-ever chronograph complication, confirming MIDO’s watchmaking expertise. The event, hosted by the brand’s CEO, Mr. Franz Linder, took place at Four Seasons Hotel Bangkok at Chao Phraya River and welcomed 150 international guests from across Asia, including members of the press, influencers and Thai celebrities such as Chanin Taerattanachai, Haruethai Jayant Na Ayudhaya, Chalermphol Akkarapinyokul, Yavista Krinchai, and Vichada Poolphol, as well as acclaimed actors and actresses including Kao-Noppakao Dechaphatthanakun, Mean-Phiravich Attachitsataporn, Bie-Thassapak Hsu, among others.

Watch the video.