Swiss watchmaker Mido, established in 1918, opened the celebration of its 100th anniversary with the launch of the “Commander Big Date”, a series of innovative new models in the iconic Mido Commander collection. In a fun-filled atmosphere, Franz Linder, the President of Mido, Susan Chen, the president of Swatch Group China, Stephanie Wang, the Brand Manager of Mido China, Yuping Zhang, the president of Shanghai Xinyu Group, guests from all over the world and media partners gathered to share a toast and celebrate the 100th anniversary of Mido at the iconic Shanghai Expo I-Pavilion. An interesting pendulum dance, combining with Glasses-free 3D show brought super exciting visual experience to guests. The celebration was pushed into higher gear when mystery guest Robi, the well-known Mido Robot, interacted with guests before the launch of the newest timepieces in the Mido Commander collection – “Commander Big Date”.
On November 11, 1918, Georges Schaeren founded Mido on the same day as the armistice. Sine this symbolic date, Mido has continued to look toward the future with confidence, sustained by the visionary strength of its founder, reaffirming the values that have formed Mido’s DNA for a century: timeless design, quality materials and technical innovation. Today, the brand shares these essential values with some iconic architectural glories from which it draws inspiration for its collections. Cutting-edge technology, automatic movements renowned for their excellence and high-quality materials are the three pillars on which Mido's unique expertise rests. In addition, the refined, understated designs of Mido timepieces endow them with a resolutely timeless quality. Beyond fashion and passing trends, Mido watches are thus distinguished by their durability.
On January 25, 2018, Mido lifted the curtain to unveil Commander Big Date. Mystery guest, Robi, the ambassador of Mido, made a surprise appearance, leading guests in a review of Mido’s century-long history and paying tribute to some of the classic timepieces released over the years. An interesting pendulum dance, combining with Glasses-free 3D show brought super exciting visual experience to guests. Franz Linder, the President of Mido, Susan Chen, the president of Swatch Group China, Stephanie Wang, the Brand Manager of Mido China, Yuping Zhang, president of Shanghai Xinyu Group, unveiled this grand ceremony together with Robi and joined guests from around the world and friends from various media to toast for this Mido’s big date.
On the grand ceremony, Mido invited several Parkour athletes from China, France and Australia. They performed an X-sport show and passed their passionate enthusiasm to every guest. Two of them, Thomas Mougne and Brodie Pawson, also have a solid relationship with Mido. As top athletes and just like Mido, precision and strength are key to their performance. Parkour’s philosophy “Be and Last” is, indeed, in line with Mido’s values and identity. So is the close relationship of Parkour with architecture. Those are the source of inspiration of Mido’s collections. As special guests, both Thomas Mougne and Brodie Pawson are incarnating the brand’s confidence, research of performance and intimate relationship with architecture
To celebrate its 100th anniversary, Mido is launching the Commander Big Date: a new series of innovative models presenting a large date aperture at 6 o’clock. The elegant and simple models feature a large date aperture based on its Caliber 80. In addition to the generous date display and anytime anyplace readability, the watch also follows the classic design of the Commander collection: the extremely pure sunray satin-finished dials – in anthracite or silver depending on the model – are revealed by a faceted and domed sapphire crystal. These superb dials are protected by a round 42 mm-diameter case in satin-finished stainless steel, enhanced by a polished bezel. Delicate touches of rose PVD on the bezel, crown and bracelet give the two-tone model great refinement. Meanwhile its slender, round case in satin-finished steel endows the Commander collection with an inimitable and immediately recognisable silhouette. The model with the anthracite dial and bracelet in 316L stainless steel showcases the elegance of the new models.
Time is the art of immortality. With the launch of the “Commander Big Date”, Mido is carrying on its tradition of making classic watches that stand the test of time. Just as Mr. Franz Linder, the President of Mido mentioned in his speech, “We are very delighted to share Mido’s long history and brand value with these new additions to the Commander series. The celebration of the 100th anniversary will continue throughout the year.”