Mido watches are not the world’s most tip-of-the-tongue brand name in the industry. In fact, even most of your die hard watch fans get a little stumped when the name gets brought into watch conversations. That aside, the Swatch owned (and poorly advertised) solid brand keeps cruise line passengers happy for a fun purchase – and a few niche brand collectors marvel in the glory of having something the others don’t.
We understand not all brands can be super hot and trendy, but Mido definitely has been a little afterthought for the Swatch group in recent years. A quick Wiki search will give you the basics of the brand founded in 1918 and has been primarily marketed to Latin America because of the name meaning ” I measure ” in Spanish – or more proper “Yo Mido”. Their stats as a high producer of COSC watches makes you think the brand was passed up in the North American market for the most part. A mistake on our part because of the solid construction and movements provided within the pieces are very comparable to sister companies Hamilton and Longines. Asian markets have taken some attention to the line and an office in Shanghai China is also been established. That alone could bring Mido forward to a much larger market, which in-turn will bring about United States sales and recognition.
With the pictures provided we look at a limited edition chronograph of Mido construction that has some very appealing attributes. Yes, the form is familiar to some other brands in the Swatch Group, Certina, Hamilton also have similar if not almost identical models. Maybe the crossover into North America is not necessary, but we still think the line has some great offerings and could be an American household name with little effort.
This is a fine specimen of a 44mm chronograph we had in hand for pics, but look up a M005614A and look for the things you usually search for. Mido is harder to get a handle on and harder to find mini stats, we will still have to wait.