The continuous effort to present the perfect watch spurred the designers and watchmakers at Mido to constant perfection. In the 1930s the brand came up with its first technological novelty, a cork seal for the crown ensuring water-resistance. Later on this acquired the moniker Aquadura. Not long afterwards the firm boasted the shock-proof, anti-magnetic and water-resistant Multifort watch, which proved an instant hit. More than 85 years have passed since the introduction of this bestseller which, to top it all off, featured a self-winding mechanism.
In 1954 it was the Mido workshop that saw the birth of the Powerwind system. This simplified the self-winding mechanism from seventeen parts to just seven and, above all, extended the power reserve. Another milestone for the brand came in 1967 when it introduced the world’s smallest automatic winding mechanism. With the new millennium came the era of architecturally-inspired watches. Mido sponsors sportspeople and extreme sports, such as show jumping and Red Bull Cliff Diving, but the brand’s most famous ambassador is Robi the Robot, who was born as early as 1939.