About MIDO

Mr. Georges Schaeren, an experienced and ingenious Swiss watchmaker, founded MIDO G. Schaeren & Co. on 11 November. From the start, the name MIDO - from Spanish «Yo mido» (i.e. «I measure») - became synonymous with technical innovation and timeless designs.

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 very successfully concentrated on the production of scroll-free, functional and very resistant watches. In particular, the invention of the cork-crown sealing system (later known as "Aquadura") was pioneering for absolute water tightness; a rare feature in those days.