Ch. Des Tourelles 17
2400 Le Locle
Mido was founded in 1918 by George G. Schaeren in Biel / Bienne, Switzerland. Mido comes from the Spanish phrase Yo mido means “I measure”.
In the 1920s, Mido introduced ladies watches with colored enamelled molded cases and modern straps as well as watches for men in art deco style. Mido found a market in the thriving automotive market by producing watches in the form of radiator grilles of a wide range of brands such as Buick, Bugatti, Fiat, Ford, Excelsior, Hispano-Suiza, etc.
In 1934 Mido launched the Multifort design, the first to use an automatic movement. It was impact resistant, antimagnetic and water resistant. In the same year, Mido launched watches with unbreakable power springs. This was also the very first time that every watchmaker used this kind of spring on the market. During this time, Mido used a robot as an ambassador symbolizing progress and robustness. A comic from this era showed the Mido Robot and his adventures.
In 1945, Mido became the first manufacturer to introduce a centrally-read chronograph in which the stopwatch function had placed all its hands in the middle. In 1954, the company launched the world’s most efficient winding mechanism.
Mido published his Commander model in 1959, which used a one-part housing design. In 1967, Mido was named the creator of the world’s thinnest women.
In 1970, Mido launched the Aquadura Crown Sealing System, which uses an all-natural cork that is handled and shaped to secure its water-resistant qualities. This technique is used to seal the crown, the most vulnerable spot on a watch to water leakage.
In the 1990s the Mido World Timer was launched. This was a practical display that can show the local time anywhere on the planet. The user must bring the desired city to the 12 o’clock position and press the crown to check the local time.
Mido is considered one of the top 10 producers of certified Chronometer. With 61,358 automatic timepieces produced in 2013, Mido is currently in fourth place in the production of chronometers in the Swiss watch industry.
Today, Mido is part of the Swatch Group, headquartered in Le Locle, Switzerland. It also has a branch office in Shanghai, China.
Mido Swiss Watches website