I estimate that the Swatch Group-brand Mido sells around 140.000 watches a year, including more then 60.000 official certified chronometers by COSC; so Mido ranks among the biggest five chronometer makers in Switzerland.
Founded in Switzerland in 1918 by Georges Schaeren, Mido is today based in the city of Le Locle, in the heart of the Swiss Jura Mountains. The name Mido comes from the Spanish “Yo mido”, meaning “I measure”. Mido’s philosophy combines aesthetics, authenticity and functionality. The refined, understated designs of Mido timepieces endow them with a resolutely timeless quality. Beyond fashion and passing trends, Mido watches are thus distinguished by their durability. Technical innovations, mechanical movements known for their excellence and high quality materials are the three pillars on which the brand’s rests. For nearly a century, Mido has been a global benchmark in Swiss made mechanical watches. Mido watches are available from 2,400 official retailers in 50 countries. The brand is part of the Swatch Group.
I have been highlighting you some of the essential technical features, so in case you want to compare the watches to others do not forget to double-check the price-quality ratio. The prices mentioned are in Euro including 20 % VAT…
These are the Mido novelties 2014
Mido All Dial Gent Limited Edition 1918
A limited edition of 1,918 for a timepiece, celebrating the year Mido was founded.
Movement Automatic ETA 2836-2 certified COSC chronometer, 11½’’’, Ø25.60 mm, height: 5.05 mm, 25 jewels, 28,800 A/H, NIVACHOC and NIVACOURBE shock-absorber, NIVAFLEX NM mainspring, ANACHRON balance-spring, GLUCYDUR balance wheel. Finely decorated chronometer movement with blued screws, decorated oscillating weight with Geneva stripes and engraved Mido logo. Function HMSD+Day. Adjusted on 5 different positions for a high accuracy. Min. 38 hours power reserve.
Case Stainless steel 316L, Ø42 mm, 2 pieces, sapphire crystal with an anti-reflecting treatment on both sides, screwed crown and case back, special engraved case back with the Coliseum and serial number, limited edition of 1,918 pieces, water-resistant up to a pressure of 10 bar (100 m / 330 ft).
Bracelet Stainless steel 316L with stainless steel folding clasp.
Dial Silver, sunray satinated centre, logo and indexes individually applied, indexes with white Super-LumiNova®, black painted Arabic numbers, day and date at 3 o’clock.
Hands Diamond polished, hour and minute hands with white Super-LumiNova® for easy readability at night.
Price 1190 Euro including 20 % VAT