Extremely elegant women’s watches with coloured enamelled shaped cases and modern straps as well as visually attractive timepieces for gentlemen rapidly achieved the image required for the new brand name. MIDO found a market in the flourishing automotive market. MIDO produced watches in the shape of radiator grills of a wide range of brands such as Buick, Bugatti, Fiat, Ford, Excelsior or Hispano-Suiza so that automotive fans were able to express their passion in places where they couldn't take their four wheels.

The launching of the MULTIFORT line marked another milestone in the history of MIDO watches. It was one of the first antimagnetic watches with a self-winding movement and built-in water- and shock-resistance. The Multifort was the best selling MIDO watch from the 1930s to the 1950s.

Development of the POWERWIND winding system which increased running reserve and reliability by reducing the watch components from 17 to 7 pieces.

In the Spirit of Innovation, MIDO broke yet another barrier by launching the smallest ladies automatic watch ever manufactured in an assembly line.

Release of two high-tech models: BODYGUARD acted as a personal security assistant by providing the user with an integrated security alarm (over 100 decibels). WORLDTIMER was the first analog watch which indicated the local time-zone anywhere in the world instantly with almost play-like ease of use.

"Reflecting on Time" is no mere slogan at MIDO – such reflections have played a vital role in the development of the latest MIDO collection. Inspired by one of the most impressive buildings of the Roman era, the Coliseum in Rome, MIDO has developed its new All Dial watch line.

90th anniversary of MIDO
MIDO innovates with the creation of a new line, Belluna watches. This collection, an alliance of style and quality, embodies with true respect the spirit and culture of Swiss watchmaking, asserted as a mark of true design. The Belluna draws its inspiration from the timeless forms of Art Deco architecture and displays the most typical technical features to attract today's well-informed male clientele.

MIDO enters into a partnership with the UIA - International Union of Architects, whose membership includes over 1.3 million architects worldwide.

Baroncelli 40th Anniversary. Mido confirmed its ambition to be at the cutting-edge of technological innovation in its price segment with the launch of its first chronometer-certified movement with a silicon balance-spring, a component that had until then only been used in luxury watchmaking. This innovation was incorporated into the Baroncelli watch collection, which was celebrating its 40th anniversary.

The Big Date In 2018, the brand is marking its 100th anniversary by celebrating the values that have forged its identity for a century: timeless design, high quality materials and technical innovation. To inaugurate its 100th anniversary celebrations and pay homage to the visionary spirit of its founder, Georges Schaeren, Mido is launching the Commander Big Date. This unique timepiece is designed to commemorate an exceptional date with a series of innovative models presenting a large date aperture at 6 o'clock. For these models, Mido has developed an exclusive movement with a large date aperture based on its Caliber 80.

The limited-edition Ocean Star Decompression Timer 1961 is as successful as the historic timepiece it honours, and one of the most sought-after collector's pieces, with all 1961 models selling in just a few weeks.