Mido — Swiss watches inspired by architecture since 1918

History and Foundation

Mido was founded in 1918 in Biel/Bienne, Switzerland, by Georges Schaeren. The name is an acronym of the Spanish Mi Do — "I give" — symbolizing the generosity and quality that the brand aims to offer its customers. From its beginnings, Mido distinguished itself with an original approach to watch design, drawing inspiration from architecture and the forms of the built world.

Architectural Inspiration

Mido's design philosophy is unique in the Swiss watchmaking landscape: each collection draws inspiration from an architectural work or an iconic place in the world. The Baroncelli is inspired by Verona's Lamberti Tower, the Multifort by the robustness of medieval fortresses, and the Commander by the elegance of large cruise ships. This approach gives Mido products a unique and recognizable narrative.

Quality and Reliability

Mido has always been synonymous with mechanical reliability and manufacturing quality. Its automatic movements, often based on high-quality ETA calibers, ensure excellent performance at an accessible price in the luxury segment. Robustness is a fundamental value of the brand, evidenced by the 80-hour power reserve guarantee on many models.

Main Collections

Mido's most beloved collections include the Baroncelli, elegant and versatile; the Multifort, robust and sporty; the Ocean Star, dedicated to diving enthusiasts; and the Commander, classic and refined. Each line maintains a strong distinct character while sharing the brand's values of quality and precision.

Mido Today

Today, Mido is part of the Swatch Group and continues to produce watches in Biel/Bienne, keeping Swiss watchmaking tradition alive with designs always inspired by architecture and the great places of the world.

In our store, you will find a selection of Mido watches, for those seeking Swiss quality with a unique architectural soul.