Mido
- Founded
- 1918
- Based in
- Le Locle, Switzerland
- In our catalog
- 4 watches from $850 to $1,350
Mido takes its name from the Spanish "yo mido", meaning "I measure", and its designs from architecture. Each collection is linked to a building: the Commander to the Eiffel Tower, the Baroncelli to the Guggenheim Museum's spirals, the Ocean Star to the sea itself. It sounds like a marketing exercise, and partly is, but the watches are solid and fairly priced.
History
Georges Schaeren founded Mido in Biel in 1918. Its early watches were known for colorful art deco shapes, including radiator-grille cases for car enthusiasts. In 1934 it launched the Multifort, one of the first watches to be water-resistant, antimagnetic and shock-resistant all at once, and later self-winding.
In 1959 Mido introduced the Aquadura crown seal, which used natural cork to keep water out, and the Commander, whose one-piece case had no caseback to leak. Mido is now part of the Swatch Group and based in Le Locle.
Signature models
- Ocean Star 200C: A dive watch with a ceramic bezel and an 80-hour movement.
- Multifort TV Big Date: A cushion-shaped case inspired by old television screens, with a large date.
- Commander Big Date: A modern take on the 1959 one-piece design.
- Baroncelli Signature: A slim, classic dress watch.
What it's known for
Mido uses Swatch Group movements with 80-hour power reserves, often with silicon balance springs, and many models are chronometer certified. The designs are classic, and the cases are well built.
Price and positioning
Most Mido watches cost $800 to $1,300, between Tissot and Hamilton. Mido gives you a bit more character than Tissot at a similar price, with less name recognition and resale value.
Mido watches in our library
- Mido Baroncelli Signature ($850 to $950)
- Mido Ocean Star 200C ($1,090 to $1,250)
- Mido Commander Big Date ($1,190 to $1,290)
- Mido Multifort TV Big Date ($1,250 to $1,350)