Limited Edition 2017 - MIDO

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.

The Solomon R. Guggenheim Museum

New York’s Guggenheim Museum showcases its audacious, modern architecture in the very heart of the city. The helical building was designed by architect Frank Lloyd Wright and was opened on 21 October 1959. The structure resembles a tea cup or a white ribbon coiling from the bottom to the top, with a base that is narrower than the summit. Visitors access the museum by climbing to the top of the building, and discover the different works on display as they descend the helical ramp.

Fans will have to wait until October to purchase this exclusive creation, which will be released as a limited edition of just 500 timepieces.