Mido, a name that translates to "I measure" in Spanish, isn't your typical stoic Swiss watch brand. Founded in 1918 by Georges Schaeren, Mido's journey has been one of innovation, surprising designs, and a touch of the whimsical. Forget your grand complications and moon landings. Mido carved its niche in the 20s and 30s with bold art deco aesthetics. Think ladies' watches with colorful enamel cases and gentlemen sporting timepieces that resembled the sleek curves of the era's automobiles – Buicks, Bugattis, you name it. Mido even had a comic strip hero, the Mido Robot, extolling the virtues of their timepieces.
But Mido wasn't just about aesthetics. In 1934, they unveiled the Multifort, a watch that was a game-changer. The Multifort was one of the first to combine water resistance, anti-magnetism, and shock resistance, all in a self-winding package. This wasn't just a marketing gimmick – Mido put their money where their mouth was, testing the Multifort in harsh conditions to prove its mettle. Mido's innovative streak continued. They introduced the world's first central-register chronograph in 1945, a layout that's still popular today. They boasted the most efficient winding mechanism in 1954, and in 1959, they released the Commander, a watch with a revolutionary one-piece case construction.
Mido even dabbled in the world record game, creating the thinnest ladies' watch in 1967. While not the most enduring claim to fame, it speaks to the brand's willingness to push boundaries.
Today, Mido is part of the Swatch Group, but their spirit of innovation and unique design elements live on. They still offer the iconic Multifort and Commander lines, alongside contemporary collections that blend timeless design with modern technology.
So, next time you're browsing for a watch that's more than just a timepiece, consider Mido. You might just find yourself with a piece that's equal parts history lesson, conversation starter, and, of course, a damn good watch.
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