WDL on WaW: MIDO
A watchmaking Mecca hidden in the green embrace of the Swiss mountains. That's how you could describe Le Locle – the place where I stopped for a moment and entered the world of the Mido brand.
As part of Watches and Wonders, I managed to arrange a visit to Mido at its headquarters in Le Locle, a small village located in a beautiful valley surrounded by green mountains and pastures. In terms of population, it is no larger than, say, our town of Vranov, but in terms of importance... Well, it is a veritable mecca of Swiss watchmaking. After two days spent at the Palexpo arena, the surrounding countryside was a welcome change. The road from Geneva led through valleys lined with picturesque villages, but also historic buildings, such as the observatory in Neuchâtel, where brands such as Longines and Girard-Perregaux had their watches certified at the beginning of the 20th century.
I had been very curious about the meeting since the morning and enjoyed every moment. On the way to the factory, I was fascinated by the beautiful buildings with tall, spacious windows, which serve as an irreplaceable source of natural light for watchmakers, which is essential for their work.
After a short walk, I arrived at a complex of buildings. It was a mix of classic and modern architecture. Right at the start, I was surprised to find that the company Mido is located in the same building as its more famous "brother," Tissot. The trio is completed by the brand Certina. One might imagine huge factories in large cities, but the truth is that these three brands are based in an elegant area filled with greenery and trees — truly a very pleasant environment.
At the reception, Camilla was already waiting for me. She accompanied me throughout the entire visit, led me to the meeting room, offered me coffee, and after a short small talk, we got down to business.
To begin with, she played a few presentations about the Mido brand – a bit of history, a bit of introduction, and a bit about the brand’s achievements. Then it was time for the watches. Camilla showed me the new models already presented to the public, as well as those that are still waiting to be released. I truly appreciated that. Seeing the upcoming models as one of the first people was a real experience.
After a while, Franz Linder, the CEO of Mido, joined us. He came across as very composed yet relaxed. He radiated natural respect, but also kindness and calmness. Later, Camilla said about him that he is a human being first and a CEO second, which was very nice to hear.
Franz talked about the brand and, in particular, the Multifort model series, which he considers key to the Mido brand. According to him, Multifort embodies all the values and elements that Mido holds dear—clarity, durability, and, above all, reliability.
I had no choice but to agree with Mr. Linder. I asked him how Mido manages to create such beautiful, high-quality watches at such affordable prices. His answer was so interesting that I decided to make a separate video on this topic, which you will be able to watch soon. It mainly has to do with numbers, purchases, and the Swatch Group. The twenty minutes that the CEO had set aside for me flew by.
Camilla and I discussed the new models for a while and agreed that the most interesting model for both of us was the Multifort Skeleton Chronograph on a blue rubber strap. In terms of shape, functionality, and materials, it is clearly a Mido model, but the master watchmakers have also subtly incorporated something new and original into its DNA – which we really liked.
It was time to say goodbye and move on. I must admit that visiting Mido right in its heart made a really strong impression on me. I felt that it wasn't just about business, but that the people who work for Mido are truly passionate and care deeply about the brand.
See the complete range of Mido products at wdl.sk:
