Mido Watches

Mido was founded in 1918 by George G. Schaeren in Biel/Bienne, Switzerland. Mido comes from the Spanish phrase Yo mido meaning “I measure”. In the 1920s, Mido introduced ladies’ watches with color-enameled shaped cases and modern straps as well as timepieces for gentlemen in art deco style.

Extremely elegant women’s watches with coloured enamelled shaped cases and modern straps as well as visually attractive timepieces for gentlemen rapidly achieved the image required for the new brand name. MIDO found a market in the flourishing automotive market. MIDO produced watches in the shape of radiator grills of a wide range of brands such as Buick, Bugatti, Fiat, Ford, Excelsior or Hispano-Suiza so that automotive fans were able to express their passion in places where they couldn’t take their four wheels.

MIDO is the Official Performance Partner of the Red Bull Cliff Diving World Series since 2019, the most prestigious international cliff diving competition. Through its aquatic collection Ocean Star, the Swiss watchmaking brand and the sporting event share the same passion and the same ambitions: to surpass themselves and innovate continually to achieve perfection.