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.

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

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.

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

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.

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.

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.

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.

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.