Mido is Switzerland's best-kept secret—a century-old brand offering exceptional value with in-house movements, sapphire crystals, and 80-hour power reserves at prices that embarrass the competition. While better-known Swatch Group siblings like Omega and Longines attract attention, Mido quietly delivers remarkable watches for those who know where to look.
The Spanish Name (1918)
George Schaeren founded Mido in Zurich in 1918. The name comes from the Spanish "yo mido"—"I measure"—reflecting the brand's precision focus. Schaeren was an innovator who believed watches should be both beautiful and functional, waterproof and dust-proof in an era when neither was standard.
Early Mido watches gained reputation for reliability in harsh conditions, establishing the practical philosophy that continues today.
The Aquadura System
Mido developed the Aquadura crown sealing system—using natural cork (like wine bottles) to ensure water resistance. This elegant, effective solution demonstrated Mido's approach: practical innovation rather than technological showmanship.
The system worked so well that Mido still uses cork gaskets in many watches today—technology from the 1930s that remains effective nearly a century later.
Ocean Star: The Diver's Icon (1944)
The Ocean Star appeared in 1944, establishing Mido's dive watch credentials. The name suggested adventure and reliability—qualities the watch delivered consistently. Over eight decades, Ocean Star has evolved while maintaining its core identity as an accessible, capable dive watch.
Modern Ocean Star models offer 200m water resistance, ceramic bezels, and Caliber 80 movements with 80-hour power reserves—specifications matching watches costing three times more.
Caliber 80: Mido's signature is the Caliber 80 movement family—based on ETA architecture but modified to deliver 80-hour power reserves. This means you can leave your watch unworn over a long weekend and find it still running Monday morning. Few competitors at Mido's price point offer this convenience.
Architectural Inspiration
Mido's modern identity centers on architectural inspiration. Each collection draws from iconic structures:
• Multifort: Sydney Harbour Bridge (strength, engineering)
• Commander: Eiffel Tower (elegance, structure)
• Belluna: Rialto Bridge (romance, curves)
• Baroncelli: Pantheon Rome (classical proportion)
• Ocean Star: Aqua Tower Chicago (fluidity, waves)
This approach gives each collection distinct character while maintaining brand coherence.
George Schaeren founds Mido in Zurich
Aquadura cork sealing system developed
Ocean Star collection launches
Ocean Star Powerwind sets precision records
Joins Swatch Group (then ASUAG)
Centenary celebrated with special editions
The Value Equation
Mido's positioning within Swatch Group is deliberate: above Tissot, below Longines, but offering specifications that sometimes exceed both. A typical Mido includes:
• Swiss automatic movement with 80-hour power reserve
• Sapphire crystal (often on both sides)
• Solid construction with good water resistance
• Prices typically $800-$2,500
Compare these specifications to similar-priced competitors, and Mido's value becomes obvious.
Global Success, Low Profile
Mido sells exceptionally well in markets like Latin America and Asia, where value-conscious buyers appreciate specifications over marketing. The brand's lower profile in North America and Europe actually benefits informed buyers—less demand means better availability and occasional discounts.
Today's Mido
Operating from Le Locle, Mido produces watches that punch far above their price point. The brand doesn't pursue celebrity endorsements or aggressive marketing; instead, it invests in movements, materials, and finishing.
For buyers who prioritize specifications over brand prestige, Mido represents perhaps the best value in Swiss watchmaking—a century of expertise delivered at prices that make sense.