There are some watch brands you hear about all the time. Then there are the ones you discover and wonder why you hadn’t come across them sooner.
MIDO is one of those brands.
With more than 100 years of Swiss watchmaking behind it, MIDO has built a reputation for combining clever engineering with timeless design. It isn’t about following every trend. It is about making watches that are designed to last. And now, MIDO has arrived at First Class Watches.
A Swiss Brand With Over 100 Years of History
MIDO was founded in Switzerland in 1918 by watchmaker Georges Schaeren. The name itself has an interesting story. MIDO comes from the Spanish phrase “Yo mido”, meaning “I measure”. From the beginning, the brand had a focus on precision and practical watchmaking. But MIDO was never afraid to do things differently.
When Cars Inspired Watches
One of the most interesting chapters in MIDO’s history came during the 1920s. The brand began creating watches inspired by the design of car radiator grilles. Sounds unusual today. But it made perfect sense at the time.
MIDO created watches influenced by some of the most recognisable cars of the era, including Bugatti, Buick, Ford and Fiat. It was a clever way of bringing the excitement of the growing automotive world onto the wrist. And it says a lot about MIDO. The brand has always looked beyond traditional watchmaking for inspiration.
Innovation Has Always Been Important
MIDO’s history isn’t just about good-looking watches. The brand has also spent decades developing practical watchmaking technology. One example is the Aquadura system, which helped improve water resistance by using specially treated natural cork to seal the crown.
MIDO also became known for producing watches designed to withstand everyday challenges, with a focus on water resistance, shock resistance and anti-magnetism. The idea was simple, a watch shouldn’t just look good but it should work brilliantly too.
Inspired by Architecture
This is where MIDO gets particularly interesting. Rather than simply looking at other watches for inspiration, the brand often looks to architecture. Buildings and landmarks from around the world have influenced MIDO’s designs. You can see it in the shapes, lines and proportions used throughout its collections. The result is a style that feels distinctive without being overly complicated. It’s modern, but not overly trendy. And that is a big part of MIDO’s appeal.
What Makes MIDO Watches Different?
MIDO sits in an interesting part of the Swiss watch market. The watches offer the craftsmanship and mechanical appeal you’d expect from Swiss watchmaking, while still being designed for everyday wear. Many MIDO models use automatic movements, meaning they are powered by the movement of your wrist rather than a traditional battery.
Some models also offer impressive power reserves and COSC-certified chronometer movements. But specifications only tell part of the story. What really stands out is the design philosophy. MIDO isn’t trying to make watches that grab attention for five minutes. It creates watches that you can imagine wearing for years.
A Brand Worth Discovering
If you’re already familiar with MIDO, you’ll know why the brand has such a loyal following. If you’re not, now is a great time to discover it. There is plenty to explore. From sporty designs and robust dive watches to more refined everyday pieces, MIDO has created a collection with something for different styles. And with its long history of Swiss innovation, there is a lot more behind the name than first meets the eye.
Discover MIDO at First Class Watches
We’re pleased to welcome MIDO to our collection. For us, it’s a brand that fits perfectly alongside our existing selection of quality watches. It has the history, it has the craftsmanship and, perhaps most importantly, it has its own identity.
Whether you’re looking for your first Swiss automatic watch or adding something different to your collection, MIDO is a brand worth taking a closer look at. You might just discover your new favourite watch.
