“Yo mido” is Spanish for “I Measure”, and it aptly sums up Mido timepieces, which have been made in Switzerland since 1918. Now based in Le Locle, in the heart of the Jura Mountains, Mido has built its brand on the values of timelessness, high-quality, precise movements and excellent value for its enthusiasts. Providing Mido the narrative for this are its association with architecture and feats of the human spirit.
Exhibit 1: Mido Multifort Escape. In 1947, American Milton Reynolds wore a Mido Multifort watch when he flew around the world in a record-breaking time of 78 hours and 55 minutes. To commemorate the 70th anniversary of this accompliment, Mido has placed its Caliber 80 movement in the Multifort Escape, which enables the timepiece to have up to 80 hours of power reserve. The 44mm watch comes in a stainless steel case that has a aged and sandblasted PVD treatment, and is secured to your wrist with a genuine calfskin strap – all of which creates an athletic and masculine look.
Pilots need reliable watches, and the Mido Multifort Escape is a robust timepiece: weighing 96 grams and 11.88mm thick, it has a domed sapphire crystal with anti-reflective treatment on both sides, and is water resistant up to 100m. The watch’s black dial is further enhanced by vertical Geneva stripes; while the green Super-LumiNova numerals and three vintage hands remind you that the watch on your wrist are inspired by the legends of our time.
The Mido Multifort Escape retails for RM3,660. For more info, please visit: www.midowatches.com/ch-en/watches/multifortescape