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Mido cel­e­brates 100 years and in­tro­duces the next gen­er­a­tion of its well-loved Mul­ti­fort range

The past 100 years has been event­ful for Mido, to say the least. Since its in­cep­tion in Novem­ber 1918 by founder Mr. Ge­orges Schaeren, each decade saw im­por­tant mile­stones that shaped the brand to what it is to­day – from be­com­ing a fa­vorite in the flour­ish­ing au­to­mo­tive mar­ket of the 1920’s, the launch of the Mido Mul­ti­fort in the 1930’s, in­ven­tion of the “Pow­er­wind” wind­ing sys­tem in the 1950’s to its ar­chi­tec­turally in­spired aes­thetic ap­proach in 2017.

By draw­ing in­spi­ra­tion and shar­ing val­ues with the world’s great­est ar­chi­tec­tural mar­vels, Mido’s phi­los­o­phy is to­day marked by in­no­va­tion, aes­thet­ics, and func­tion­al­ity. What’s more, the re­fined and un­der­stated de­signs of the brand’s of­fer­ings are en­dowed with a time­less qual­ity, en­sur­ing that it sur­passes pass­ing fash­ion trends.

To­day, Mido – whose name is de­rived from the Span­ish phrase “Yo mido” mean­ing “I mea­sure – aims to con­tinue on the path Mr. Schaeren has laid be­fore it by en­sur­ing that 2018 will be an ex­cep­tional one. To cel­e­brate, the watch brand in­tro­duces new time­pieces that will ex­cite with their time­less de­signs, qual­ity ma­te­ri­als, and tech­ni­cal in­no­va­tion.

THE MUL­TI­FORT REIMAG­INED

Did you know that the Mido Mul­ti­fort was launched in 1934 two years after the iconic Syd­ney Har­bour Bridge was com­pleted? In ad­di­tion to the timely co­in­ci­dence, the range shares the struc­ture’s re­mark­able qual­i­ties of func­tion­al­ity and beauty. With over 80 years of his­tory, the Mul­ti­fort en­joys the dis­tinc­tion of be­ing one of the long­est-pro­duced and widely rec­og­nized se­ries in the his­tory of Swiss watch­mak­ing. Here are two mod­els to keep an eye out for this year.

MUL­TI­FORT CHRONOMETER1

Sleek, chic, and im­bued with an ur­ban spirit, the Mul­ti­fort Chronometer1 is a cool and ca­sual ver­sion of the iconic Mido time­piece. It boasts a hand­some black dial that pro­vides con­trast be­tween the wide Geneva stripes and beige Su­per-Lu­miNova hands. The hour and minute hands are di­a­mond-cut, satin-fin­ished and triple faceted. Be­yond its eye-catch­ing ap­pear­ance, it’s what lies be­neath that sets the Mul­ti­fort Chronometer1 from the rest. It is fit­ted with the Cal­iber 80 Si, a COSC-cer­ti­fied chronome­ter move­ment fea­tur­ing a sil­i­con bal­ance-spring. This com­po­nent of­fers long-term ac­cu­racy than a stan­dard bal­ance­spring, as well as im­proved re­sis­tance to mag­netic fields and im­pacts. The Mul­ti­fort Chronometer1 is wa­ter re­sis­tant up to a pres­sure of 10 bar (100m / 330 ft) and comes with a rub­ber strap with fab­ric in­sert – a state-of-the-art ma­te­rial that boasts com­fort and ver­sa­til­ity. Choose be­tween black with beige stitch­ing or beige with black stitch­ing. The model is avail­able in five other ver­sions, in steel and rose gold PVD, with a steel or leather bracelet.

MUL­TI­FORT GMT

The Mul­ti­fort GMT is de­signed for the glo­be­trot­ting business trav­eler with a pen­chant for time­less, clas­sic style. The time­piece fea­tures a sec­ond time zone in­di­cated by a red var­nished ar­row-shaped hand, while a mov­ing flange in­di­cates 24 global time zones. Mean­while, the sec­ond time zone (T2) is set us­ing the screw-in crown at 2 o’clock. The 42 mm time­piece does not fall short in the aes­thet­ics depart­ment with its rose gold PVD-treated case and a con­trast­ing blue dial dec­o­rated with ver­ti­cal Geneva stripes. The dial is pro­tected by a sap­phire crys­tal with an anti-re­flec­tive treat­ment on both sides for easy read­abil­ity. Mean­while, the trans­par­ent case back al­lows the wearer to ad­mire the finely dec­o­rated au­to­matic move­ment in­side. The Mul­ti­fort GMT is wa­ter re­sis­tant up to a pres­sure of 10 bar (100m / 330 ft) and comes with a brown leather strap with a fold­ing clasp in rose gold.

Mul­ti­fort Chronome­ter

Mul­ti­fort GMT

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