On 25 August 2016, Mido launched the interactive #BeInspiredByArchitecture campaign, a 12-week round-the-world trip to discover 12 cities and 60 iconic monuments in the hope of singling out the edifice that would inspire the design of its newest timepiece. From Hong Kong to Beijing, Moscow, Lucerne, New York and Mexico City, Mido set out to explore the architectural riches of the greatest cities on the planet. Fans of the brand and architecture lovers in general were given the chance to share their favourites on social media and post comments and photos of their preferred building. The campaign was promoted around the world, both on social media and through local events at the various stopovers.
100,000 participants, 20,000 photos shared
New York's Solomon R. Guggenheim Museum was the ultimate winner, which will go on to inspire Mido's next watch. "It has to be The Guggenheim Museum for me. Such an iconic design that transcends time" commented one of the #BeInspiredByArchitecture participants on Mido's Facebook page. The words are a fitting summary of this magnificent architectural creation.
Fans will have to wait until October to purchase this exclusive creation, which will be released as a limited edition of just 500 timepieces.