Robi our ambassador

Since 1939, one figure has embodied the brand and more particularly the robustness and modernity of Mido's watches: Robi the robot.

Robi - Super-Automatic

The same year, Mido launched an advertising campaign for its new Super-Automatic movement alongside its ambassador.

Robi - Mido USA

The Adventures of Mido in America, one of the stories about the Mido robot, published between 1951 and 1958.

Robi the robot
Robi the robot

Called on at many turning points in the brand's history, this year Robi is joining in the centenary celebrations (sometimes even in the flesh) as an updated eyewitness of Mido's enduring values.

Robi the robot - Johnny Huang