Choose your MIDO using our advanced watchfinder
Find your MIDO
Since 1939, one figure has embodied the brand and more particularly the robustness and modernity of Mido's watches: Robi the robot.
The same year, Mido launched an advertising campaign for its new Super-Automatic movement alongside its ambassador.
The Adventures of Mido in America, one of the stories about the Mido robot, published between 1951 and 1958.
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.