A century of excellence
> Mido demonstrates the art of timekeeping in an ever changing world
SINCE its inception, Mido’s philosophy has combined innovation, aesthetics and functionality. The brand shares these essential values with some iconic architectural glories from which it draws inspiration for its collection.
Cutting-edge technology, automatic movements renowned for their excellence and high-quality materials are the three pillars on which Mido’s unique expertise rests. In addition, the refined designs of Mido timepieces endow them with a resolutely timeless quality.
I had the opportunity to sit down with the President of Mido, Franz Linder in Shanghai recently to talk about Mido’s 100th anniversary celebration, its watchmaking legacy and how he intends to steer the brand in the coming years.
What does Mido have in store for us in its 100th year?
The biggest topic for Mido this year is the new Commander Big Date because of the innovation of the movement. We will also do something this year which we normally don’t do, or not often – a replica watch. We are producing a limited edition Multifort Datometer, which is a famous model from the 1940s, that looks absolutely beautiful and it’s specially done for the jubilee.
On the theme of our anniversary “Past, Present and Future”, we want to show that the world is changing but the values of Mido remain. There will be a new Baroncelli Small Seconds, a very classic design that reflects the year 1918, and we will also produce more contemporary and progressive interpretation of the same watch, in 2,018 pieces.
Mido is celebrating its 100th year. What would you say are the secrets to the success and longevity of the brand?
We keep and do everything possible to respect the brand’s promise, producing innovative, high quality, functional watches with timeless designs that last for a long time. It is more than a philosophy, it’s a reality. How would you describe the person who wears Mido?
Our target customers are the 25-plus age group and middle class. Presently, the customers can be varied; he can be a young professional who wants to buy his first mechanical Swiss watch. For example, in Germany, there are many engineers who are in their 40s or 50s buying Mido watches and they could possibly afford a far more expensive watch, but they look for quality, timeless design and value for money.
Georges Schaeren, the founder was known to introduce materials and designs that were considered innovative at the time. How is Mido continuing this spirit of innovation?
During the exhibition, you have seen many of Mido’s historical pieces, and we really do have a fantastic range of timepieces from the early days, whether it’s our car radiators or soccer balls. The approach has become more consistent; it’s not that every year we have to come up with crazy designs. In the beginning, it was more like a fashion brand, but now it’s one of the brands that really takes care of its consistency, heritage and legacy of each collection. So it’s not a matter of difficulty, it’s a matter of what is the strategic direction.
Are you planning to do another round of Mido Watch Design Contest?
Not in 2018 since this year we are celebrating our 100th anniversary. But yes, in the future we will continue to explore the theme of architectural watches in limited editions because it was very successful. The #BeInspiredByArchitecture campaign last year was nice as it helped to strengthen our linkage with architecture.
What is the main challenge faced by the watch industry right now?
There are so many products many people can invest in but the challenge lies not in the industry. Though I would say the challenge is to keep watches as attractive and desirable for the new generation. We all know that they have a different mindset. Morever, the values of people change so we want to keep watches as a very desirable product for the younger generation.
For this 100th anniversary, there are quite a number of limited edition watches.
I don’t think we have that many but if compared with the other brands, we are very restrictive with limited editions. Our 100th anniversary is a significant milestone for Mido, while other brands seem to celebrate every possible milestone and achievement. Behind every limited edition watch we do, there is always a message. It is important for us to explain to the audience what Mido truly stands for.
What would you say is your all-time favourite watch from Mido?
My favourite model is the All Dial which we launched in the year 2000 as the first architecture timepiece. It’s a watch that I still put on my wrist, and I think it is a very stylish and unique watch. As from the core collection, I really love the Commander series for it is a very regular watch, but if you look into the details, it is a fantastic piece – from its proportions to its angles.
How is it like to lead a brand towards its 100th year?
It is definitely an honour to be part of Mido’s history. I hope I will continue to be a part of Mido’s future endeavours. I would consider myself more of an entrepreneur because I have been with the brand for 23 years. I don’t care about what is going to happen tomorrow, but I do care about the vision and getting the brand to the next level.