Baselworld 2014 Preview: New Ladies’ and Men’s Mido Watches

Mido Multifort Two CrownsMido watches have only a cult following in the U.S. but are very popular elsewhere in the world, particularly Latin America. This week, the brand, known for offering Swiss-made mechanical watches at affordable prices, released previews of two new Mido watch models — one men’s, one ladies’ — debuting at next month’s Baselworld.

For the ladies, Mido has released two new models of its Mido Commander Lady collection, which the brand has manufactured continuously since 1959. The Mido Commander Lady Sunray Satinated has a steel case with a rose-gold-colored PVD treatment and a silver dial with a sunray satinated pattern, while the Commander Lady Mother of Pearl has a stainless steel case and an iridescent white mother-of-pearl dial. The case contours of the Mido Commander Lady, as well as the faceted hour markers on the dials, are inspired by the Art Nouveau lines of Paris’s Eiffel Tower, Mido says. (How do you pronounce Mido? Click here.)

The Mido Commander Lady cases are 33 mm in diameter, and water-resistant to 50 meters. The diamond-polished hour and minute hands, as well as the indices, are treated with white Super-LumiNova. The movement in the watch is the Swiss-made ETA 2836-2, with automatic winding via a rotor decorated with Geneva waves and engraved with a Mido logo. The movement has 25 jewels, a frequency of 28,800 vph, Incabloc shock absorption, and a Nivarox II balance spring. The watch comes on a strap of black, semi-lacquered calfskin leather. The Sunray Satinated model will also be available in an all-steel version and a two-tone steel/rose-gold PVD model with a bracelet. There will also be a model in yellow-gold PVD, a hommage to the original Mido Commander from 1959.

Mido Commander Lady watches

The first new Mido watch for men announced for this year’s Baselworld is the Mido Multifort Two Crowns, a divers’ watch equipped, as its name implies, with two crowns — one at 2 o’clock to operate the inner rotating bezel and another at 4 o’clock to wind the watch and set the time. The latest in Mido’s Multifort line, the first of which was released in the 1930s, the watch contains an ETA 2836 automatic movement, which powers the hours, minutes and day/date function in a window at 3 o’clock. Visible through the clear sapphire caseback, it has a decorated rotor with the Mido logo, blued screws and a power reserve of at least 38 hours.

The stainless steel case is 42 mm in diameter, has a satin-brushed finish, and boasts a diving-friendly water-resistance of 200 meters. The anthracite dial has a vertical côtes de Genève pattern and the hands and indices are coated with white and orange Super-LumiNova. The steel bracelet has a folding clasp with a divers’ extension. Two other versions of the Mido Multifort will be available, Mido says: one with a pink PVD-treated steel case, brown dial and brown rubber strap; and another with black PVD-treated steel case, black-and-orange dial and black rubber strap. U.S. prices are $850 to $960 for the Commander and $1,220 for the Multifort.

Mido Multifort Two Crowns





About Mark Bernardo

Mark Bernardo is the digital media editor of WatchTime magazine, responsible for developing and overseeing the editorial content on WatchTime.com as well as for WatchTime's tablet editions for the iPad, Nook, and Kindle. As WatchTime's managing editor, from 2006 through 2011, he has written about numerous watch companies from major brands like Omega, TAG Heuer and Piaget, to exclusive artisan lines such as Jean Dunand, De Bethune and DeWitt. Prior to joining WatchTime, he was the editor of Smoke, a lifestyle magazine for cigar enthusiasts, whose beats included cigars, watches, cars, wines and spirits, celebrities, men's fashion, and other subjects, and has written about luxury items for a variety of men's-interest publications, including Robb Report, Robb Report Motorcycling, Stratos, Worth, and Bloomberg Markets.

Comments

  1. Jose Juan says:

    Actually, Mido brand is more expensive that Tissot in Mexico and you will never find it for clearance. My favorite: multifort with rubber strap.

  2. Faye says:

    Where can I find the new Lady Mido you describe that is coming out with rose gold and what is the cost? Also I have an older Mido that has just begun to lose time. Do you know who fixes this type ofwatch? Thanks for your reply.

  3. David B says:

    Lovely. Mido is vastly underappreciated in the US; a notable friend from Mexico (who can certainly afford whatever watch he wants) sports an understated gold Mido Commander with milanese bracelet and looks like a million bucks. If the brand were better marketed in the states, it would be as celebrated as Hamilton and Tissot. Mido\'s design language is distinctive. Hope they pick up some overdue momentum.

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