Mido Watches

MIDO one of the most recognized Swiss watch brands.

MIDO established itself in the world of watchmaking for its cutting-edge technology, automatic movements renowned for their excellence, and high-quality materials. These are the three pillars on which Mido's unique experience rests. In addition, the refined and discreet designs of Mido watches give them a resolutely timeless quality.

Mido is a Swiss watch brand belonging to the Swatch Group recognized for its great value for money that was founded in 1918 by George G. Schaeren in Biel, Switzerland.

The name of the watch brand MIDO comes from the Spanish and the action of measuring time, Yo Mido el Tiempo.

Founded a year after Nicols jewelry, in 1920, Mido began by introducing elegant women's watches with colored enamel on the case and modern bracelets, as well as men's watches inspired by the art deco style that was so successful in that time. In addition, the Mido watch brand reached many agreements with the booming automotive market, producing watches in the form of radiators of a wide variety of brands, such as: Buick, Bugatti, Fiat, Ford, Excelsior, Hispano-Suiza, etc.

In 1934, the Mido watch brand launched the shock-resistant, anti-magnetic and water-resistant Multifort watch collection, which was a great success in the 1960s. Mido reached another milestone the same year when it launched watches with unbreakable springs. This was also the first time that a watchmaker had used this type of spring. During this period of time, Mido used a robot as his ambassador, as a symbol of progress and robustness. A comic strip from this era, featured the Robot Mido.

In 1945, Mido became the first manufacturer to introduce a central chronograph, where all functions had their hands in the center. In 1954 the firm launched the most efficient automatic mechanism in the world.

In 1959 Mido launched what is now another of its greatest successes, the Commander watch. This model used a one-piece case design, the first of its kind, a novelty at the time. The one-piece case revolutionized the market and greatly expanded the lifespan of watches. The Mido Commander watch collection has survived to this day, and is among the most recognized watches in the Hispanic world, with numerous unique designs, including an 18-karat gold model. The line also contains Cosc-certified chronographs and chronometers. In 1967 Mido was characterized as the creator of the thinnest ladies' watch in the world.7

In 1970 Mido launched the "Aquadura" crown sealing system, an innovation that earned it a reputation as the king of waterproof watches. The Aquadura technique makes use of cork which is molded to ensure its water resistant qualities. This technique is used to seal the crown, the most susceptible place on the watch to have water leaks.

During the nineties, the "Mido World Timer" was released. It was a handy way to display the local time anywhere in the world. The user only had to bring the city to the 12 o'clock position and press the crown to display the local time.

Today, Mido is part of the Swatch Group, its headquarters in Le Locle, Switzerland, and although it is not one of the best-known Swiss watchmaking brands in Spain, its great value for money and international recognition make this brand one of the most has greater capacity for growth in the Spanish market.

Mido watches in Madrid Spain

In 2021 Nicols Joyeros Artesanos Madrid 1917 became a distributor or official store of Mido watches in Madrid, Spain, convinced of offering a watch brand with one of the best quality-price ratios on Madrid's golden mile, therefore in the store Nicols de José Ortega y Gasset you can find the collection at the best price and advice.

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