# MIDO

# History

### 1918

Foundation

### 1920

MIDO found a market in the flourishing automotive industry

### 1934

Multifort launch

### 1934

Innovative gasket Aquadura

### 1939

Robi as MIDO ambassador and symbol of innovation, technology, and robustness.

### 1944

Ocean Star launch

### 1946

Purchase of the state-of-the-art, new production facility in Biel. For the first time ever in the history of watch making, the "Stronghold of the hermetically sealed watch" featured a comprehensive system of fans blowing dust-free and temperature-controlled air into the work rooms.

### 1959

Commander launch

### 1967

Mini MIDO launch

### 1968

MIDO watches are sold in 111 countries

### 1977

COSC 2nd place

### 1981

Björn Borg ambassador for the brand

### 1995

Franz Linder’s arrival

### 1998

MIDO's 80th anniversary

### 2000's

All Dial launch
Belluna launch

### 2012

Great wall launch

### 2016

#### NEW CAMPAIGN

Inspired by Architecture

### 2018

Commander BIG DATE launch

#### Centenary year

### 2020

### 2023

MIDO broke free from Architecture

Allen Ren MIDO ambassador since August 2023

### 2024

80 years of the Ocean Star

### THE MIDO STORY

continues with you...

# MIDO complete history

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# 1918: founding of MIDO

Founding of the MIDO G. Schaeren & Co. AG watch factory in Solothurn by Georges Schaeren on 11 November 1918.

From the start, the name “MIDO” – from the Spanish “yo MIDO” (I measure) – became synonymous with technical innovation and timeless designs.

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# Do you know the history behind our brand’s name?

Why a Spanish name for a Swiss brand? Where this name comes from?
Yo MIDO means I measure in Spanish.
It comes from an historical friendship between our founder Mr. Schaeren and a Swiss citizen living in Colombia, Mr Glauser. This country was also one of the first where MIDO was exported to, and having a Spanish name was certainly more impactful.
Today we are still working with this family after more than 105 years and 3 generations.

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# 1920's

Extremely elegant lady’s watches with coloured enameled shaped cases and modern straps as well as visually attractive timepieces for gentlemen rapidly achieved the image required for the new brand name.

MIDO found a market in the flourishing automotive industry. MIDO produced watches in the shape of radiator grills of a wide range of brands such as Buick, Bugatti, Fiat, Ford, Excelsior or Hispano-Suiza etc. so that automotive fans were able to express their passion in places where they couldn’t take their four wheels.

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# 1930's

MIDO very successfully concentrated on the production of scroll-free, functional and very resistant watches. In particular, the invention of the cork-crown sealing system (later known as "Aquadura") pioneered absolute water-tightness: a rare feature in those days.

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# 1934

Launch of the "MIDO Multifort", which was absolutely watertight, anti-magnetic and impact-resistant. One of the most important milestones in the brand name's history. The introduction of this watch provided the MIDO brand with a totally new image which right up to the present day has served as a basis for the development of watches: clear, original design, very resistant and functional usage.

To prove that the watch functioned perfectly under very extreme conditions, MIDO had this model tested very thoroughly by the New York "Electrical Testing Laboratories Inc.".

Underwater tests were conducted in freshwater and saltwater for over a thousand hours. The watches had to withstand ten 15-minute cycles of 50°C heat followed by -40°C cold. The winding crown had to pass a test representing 34 years of use. Immersion tests to 12 bar (120 m / 396 ft) as well as altitude tests to 6,600, 13,300 and 16,600 metres were simulated and MIDO unfortunately had to record the only failures of the entire test procedure. One of the six watches tested ceased operating at 13,300 metres. This procedure was the official test of the American government.

The innovative new sealing system, assuring complete watertightness, was the key to these excellent test results. The system involved the use of specially treated natural cork, which sealed the crown insert, the critical point of all wristwatches. Because it formed such a perfect joint with the winding shaft, MIDO was able to guarantee absolute watertightness even when the crown was pulled out.

Since 1934 to this day, this unique system has proven itself excellent and protects the valuable mechanisms from water. In 1959, this cork system was named "Aquadura".

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### Aquadura

This unique crown-sealing system ensures complete water-resistance with a piece of cork, which is nestled around the crown shaft, even if the crown is not fully pushed back.

A secret treatment keeps the cork moist and thus preserves its elasticity for years.

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# 1935-39

Start of production of the MIDO Multifort Automatic, the first watch available on the market combining all four modern advantages: self-winding, watertight, antimagnetic and impact resistant.

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# 1936

Launch of the first indestructible winding springs for watches by MIDO.

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# 1939

Birth of the "MIDO Datometer" incorporating an additional hand to indicate the date. This year, for the first time ever, MIDO used the MIDO Robot as an ambassador and symbol of innovation, technology, and robustness. The “Robi” is still a well-known feature today in many markets.

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# 1940's

Mr Walter Schaeren, son of the founder, was a pilot in the Swiss Air Force, and later became President of MIDO. At that time, many watches for pilots were developed.

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# 1943

Production of the first chronograph which by means of a totalizer displayed the time measured using an indicator in the center of the watch: the legendary "Multicenterchrono". The aim of the designers had been to provide optimum readability of the time measured. The watchmakers had moved the minute counter into the center of the user's field of view. Not only the hour and minute hands but also the second and even minute chronograph hands were also located centrally, perfectly justifying the Multicenterchrono name. As with automatic winding watches, the MIDO 1300 caliber was not a recent development. The tried and tested 13-line VZ caliber of Valjoux served as a basis which MIDO had modified for its own purposes.

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# 1944

Launch of the “Ocean Star”, MIDO’s collection with superior water-resistance, thanks to the Aquadura sealing system.

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# 1946

Purchase of the state-of-the-art, new production facility in Biel. For the first time ever in the history of watch making, the "Stronghold of the hermetically sealed watch" featured a comprehensive system of fans blowing dust-free and temperature-controlled air into the work rooms.

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# 1950's

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# 1954

Invention of the "Powerwind" winding system – simplification in design from 17 to 7 parts. In addition to the simplified design, this movement also had a longer running reserve and was deemed to be one of the easiest watches in the world to service and was also one of the least prone to faults.

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# 1957

MIDO’s main supplier, Rohwerke A. Schild SA, handed over a certificate to MIDO testifying that 1’000’000 automatic raw material parts had been supplied!

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# 1959

Presentation of the new legendary "MIDO Ocean Star Commander" with its single piece case (Monocoque) which in an almost unaltered form has remained an important part of the collection. The ingenious design with its innovative Monocoque case together with the press-fitted Permafit glass and Aquadura sealing made the watch not only watertight but also airtight. These characteristics brought the MIDO engineers a step closer to their objective of producing watches with extremely long service lives.

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# 1960's

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# 1967

Launch of the "Mini MIDO", the world’s smallest automatic, watertight, antimagnetic and impact resistant watch produced in volume production. Its diameter was around 17 and 17.5 millimeters.

# 1968

MIDO watches are sold in 111 countries.

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# 1970's

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# 1971

MIDO joined the umbrella organization of the ASUAG (Allgemeine Schweizerische Uhrenindustrie AG) and therefore gained access to high-tech electronics essential to the imminent quartz revolution.

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# 1976

Launch of the “Baroncelli”, MIDO’s collection with classic, timeless curves.

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# 1977

During this year, MIDO produced 29’074 officially certified chronometer movement, thereby attaining 2nd place in the Swiss watch industry.

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# 1980's

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# 1981

The well-known professional tennis player, Björn Borg, became an ambassador for the brand.

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# 1985

Following the merger of ASUAG and SSIH (Omega and Tissot) in 1983, SMH (now the Swatch Group) emerged in 1985 with Nicolas G. Hayek as President of the Managing Board.

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# 1990's

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# 1995

Arrival of Mr. Franz Linder to MIDO, appointed President in 2002.

# 1995

MIDO launched two world firsts: “Bodyguard” and “Worldtimer”. An alarm signal of over 100 dB is fitted in the “Bodyguard”. As a result of rotating the bezel and the subsequent pressure on the crown, the “Worldtimer” can set the required time zone within seconds.

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# 1998

Coming full circle. By relaunching the Multifort, MIDO returned "back to its roots" to celebrate its 80th anniversary. The company's philosophy, applicable over the decades, of producing robust, automatic watches with above average water tightness and original design, has once become a number one brand objective.

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# 2000's

# 2000’s

MIDO concentrates again on automatic watches of Timeless Value.

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# 2002

Launch of the “All Dial” collection, inspired by one of the most impressive buildings of the Roman era, the Coliseum in Rome.

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# 2008

MIDO innovates with the creation of a new line “Belluna”. This collection, an alliance of style and quality, embodies with true respect the spirit and culture of Swiss watchmaking, asserted as a mark of true design. The “Belluna” draws its inspiration from the timeless forms of Art Deco architecture and displays the most typical technical features.

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# 2010's

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# 2012

Launch of the “Great Wall” collection, directly inspired by one of the most grandiose constructions in the world, the Great Wall of China.

#### “A mark of true design”

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# 2014

MIDO enters into a partnership with the UIA – International Union of Architects, whose membership includes over 1.3 million architects worldwide.

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# 2015

MIDO Watch Design Contest

MIDO selected three professional watch designers to go head-to-head in a challenge to design and develop a limited edition MIDO watch inspired by Big Ben in London. The winning designer, Mr. Sébastien Perret, was chosen by a panel of judges made up of Esa Mohamed, President of the International Union of Architects, Franz Linder, President of MIDO, and the general public (online vote).

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# 2016

MIDO remains faithful to its philosophy and history and is committed to producing timepieces with timeless design.

#### “INSPIRED BY ARCHITECTURE”

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# 2016-2017

MIDO launched its first chronometer-certified movement with a silicon balance-spring, a component that had until then only been used in luxury watchmaking. This innovation was incorporated into the Baroncelli collection, which was celebrating its 40th anniversary.

MIDO launched the #BeInspiredByArchitecture interactive campaign, a 12-week around-the-world trip to discover 12 cities and visit 60 iconic monuments in order to single out the one that would inspire the design of its new timepiece.

Ultimately, it was New York’s Solomon R. Guggenheim Museum that was chosen as the source of inspiration for this watch, unveiled to the public at Baselworld 2017.

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# 2018

### “THE BIG DATE”

Georges Schaeren founded MIDO on November 11th 1918, on the same day as the armistice.

On 2018, the brand celebrated its 100th anniversary paying homage to the values that formed its DNA for a century.

To inaugurate the 100th anniversary celebrations, MIDO launched the Commander Big Date, a series of models with a large date aperture at 6 o’clock, an exclusive movement developed by MIDO, based on its Caliber 80.

Robi played a important role during this celebrative year, as MIDO’s storyteller.

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# 2019

On November 22nd, 2018, MIDO launched the campaign #CreateYourMIDO, where the brand invited its fans to create their dream Rainflower watch.

Over 2 months, 30,000 fans participated and submitted 2,418 designs, amongst which, 4 models were chosen to create the new, exclusively feminine, Rainflower collection inspired by the ArtScience Museum in Singapore.

On 2019, the Ocean Star collection celebrated its 75th anniversary! To mark this milestone, MIDO signed a partnership with the Red Bull Cliff Diving World Series, the world’s most prestigious cliff diving competition. The extremely precise Ocean Star Diver 600 was chosen to symbolize this partnership.

Athletes Jonathan Paredes from Mexico and the Italian Alessandro De Rose, joined MIDO as Friends of the Brand.

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# 2020's

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# 2020

Rich in its watchmaking heritage and timeless designs, MIDO brought one of its flagship models back to life, using the best contemporary materials and technology. The limited-edition Ocean Star Decompression Timer 1961 was as successful as the historic timepiece it honors, and was among the most sought-after watches by collectors. In fact, all 1961 pieces sold out in just a few weeks.

2020 was a ‘Big Date’ for MIDO in China. Renowned Chinese actor Ryan Zheng became the brand’s first local ambassador. The collaboration was launched at an event with spectacular décor, showcasing the Commander collection and its Big Date models.

WATCH THE VIDEO

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# 2021

MIDO presented a new, eagerly awaited edition of its Ocean Star Decompression Timer 1961. The 1961 pieces, among the most sought-after by collectors of timepieces, were sold out in record time.

In Mexico, the Commander collection was highlighted through the #GoBig #BigDream campaign. A positive message was disseminated in collaboration with three friends of the brand.

Beginning of 2021, MIDO made its mark at an auction, with one of the most iconic and exclusive pieces from its watchmaking heritage. The MIDO Bugatti, a watch personally owned by Ettore Bugatti, was sold for 272’800 euros (more than 300’000 Swiss francs).

For another successful year, MIDO is proud to partner with acclaimed Chinese actor Ryan Zheng as brand ambassador.

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# 2023

Early 2023, MIDO broke free from Architecture that had been its DNA until then. All marketing campaign must be rethink as well as the training supports and of course the merchandising. Launch of the Multifort TV Big Date. Inspired by iconic models from the 1970s and 1980s, the Multifort TV Big Date marks the return of a vintage design with a TV-shaped case, reimagined with a contemporary touch.

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# 2024

MIDO celebrated eight decades of expertise in the world of dive watches with the anniversary of its iconic Ocean Star collection. The year highlights the line’s maritime heritage, its continuous technical evolution since 1944, and the excellence of its contemporary performance.

# A story full of innovation

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1934

Aquadura

MIDO created the Aquadura system and its first water and shock resistant, antimagnetic and automatic watch, the Multifort.

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1936

indestructible winding springs

Launch of the first indestructible winding springs for watches by MIDO.

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1943

Multicenterchrono

Production of the first chronograph the legendary "Multicenterchrono".

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1946

new the state-of-the-art production facility

Purchase of the state-of-the-art, new production facility in Biel. For the first time ever in the history of watch making, the "Stronghold of the hermetically sealed watch" featured a comprehensive system of fans blowing dust-free and temperature-controlled air into the work rooms.

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1967

Mini MIDO

Launch of the "Mini MIDO", the world’s smallest automatic, watertight, antimagnetic and impact resistant watch produced in volume production.

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2016-2017

first chronometer-certified movement with a silicon balance-spring

MIDO launched its first chronometer-certified movement with a silicon balance-spring, a component that had until then only been used in luxury watchmaking. This innovation was incorporated into the Baroncelli collection, which was celebrating its 40th anniversary.

# Vision, Philosophy, Values and Mission

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# Our vision

#### Be the global reference and leader for affordable fine swiss watchmaking

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# What is MIDO Philosophy?

Offer watches of high quality and great value, with a timeless design in order to last a long time.

#### True design outlives all fashion trends

How? By using high quality materials, endowed with precise movements and offering outstanding water-resistance.

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# What are our values?

High quality

Innovation

Technology expertise & precision

Excellent value

Unique & timeless design

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# Our mission

To become the leading watch brand with an average retail price of Swiss Francs 700.– to 1300.– (which means between Tissot and Longines)