A compelling story of the sea to enjoy on the wrist
New additions to the Ocean Star collection revitalise a bond between this brand and the sea that dates back to the 1930s. And which is now back with a bang with new technical innovations and an updated aesthetic look
Mido. In Spanish it means “I measure”. In watchmaking parlance, it identifies one of the industry’s most prestigious brands. The name, therefore, couldn’t be more appropriate. Yet, if we allow ourselves to expand the boundaries of reasoning, the verb is bestowed with new meanings. It embodies a vision that goes beyond the concept of measuring time. It has an even deeper meaning. Indeed, because if we adjust the perspective, the interpretation also becomes about the ability to challenge oneself. To go beyond. And, in this regard, the history of Mido is replete with examples attesting to the pioneering approach that has become the hallmark of this watchmaker. Back in the 1930s, a time when there was little discussion around the subject of water resistance, Mido successfully designed an innovative system. The system was later named Aquadura, and it consisted of a cork gasket inserted within the winding crown that provided effective protection against water infiltration. We met Franz Linder, the President of Mido, during the launch of the Multifort TV Big Date at the RAI Museum of Radio and Television in Turin, and it was here that he gave us the opportunity to conduct this interview.
Let’s start here. Why did you choose a venue such as this to present the new collection?
For two reasons. First, because we were looking for a context that would be as coherent as possible with the philosophy of a family of watches whose forms are inspired by those of the very first television sets. The second is related to the 50 years since the launch of the very first watch of this kind, which Mido presented in 1973. So there couldn’t be a more fitting venue than the RAI Museum of Radio and Television in Turin. A unique place that preserves an important piece of television history, one that’s no longer around today but which lives on upon the wrist of anyone who wears the Multifort TV Big Date.
It became part of the Mido collection in 2001. In the little over 20 years that’s passed since then, how has the watchmaking industry changed and what role does the brand play
within the sector today?
These have been years of great change. In fact, we’ve seen more changes in these last 20 years than we saw in the previous 20. Technology has accelerated every single process, and it’s revolutionised our lives. Just think about the role played by smartphones, and by smartwatches, in everyday life. However, all this has shifted the focus back towards the necessity to rediscover the emotional pleasure that an object can give us. It’s as a result of this that the mechanical watch is gaining a lot of appeal, even among younger people, because it’s a means through which, by wearing it on their wrist, they can express their personality. This emotional aspect will become increasingly dominant as we move into the future. And it’s this that will enable Mido to remain a key player within the sector.
The sea is an extraordinary source of emotions but also an important laboratory for conducting research. Has this also been the case for Mido?
Absolutely. The Aquadura system is probably one of the most important innovations ever created by Mido, especially at that time (the 1930s - Ed.). So much so that, in those years, it earned the brand the nickname the “King of Waterproofing”! It was an important achievement because it demonstrated Mido’s ability to produce water-resistant watches. But there are other moments in the brand’s history that underline its connection with the sea. In 1944, the first model in the Ocean Star collection was presented. In 1961, the Ocean Star Skin Diver, designed specifically for diving, was launched. We’ve never stopped in this regard, and we continue still today with the new Ocean Star Decompression Worldtimer.
What would you say have been the most important moments in Mido’s history?
The 1930s certainly played a crucial role. It was a period of feverish activity, from both a creative and a technological standpoint. In addition to the Aquadura system, in 1934 Mido launched the first Multifort antimagnetic and shock-resistant watch with a self-winding mechanism. I could even mention the Multicenterchrono, the first standard watch designed to make reading elapsed times easier and more immediate.