Le Locle, Switzerland -- Mido, a Swiss volume brand specialising in automatic watches, plays a key role in the watchmaking ecosystem as a “transmission belt” between the bottom and the top of the pyramid. This segment has been weakened, however, as is it finds itself increasingly isolated, between the falling volume of quartz watches to its left, and the industry’s marked retreat to the luxury range to its right. We asked Mido’s CEO Franz Linder about the brand’s new products, his view of the impact of Covid-19 on the industry, and the importance of attracting new generations.
With an average price of around 1,000 francs, Mido falls into a category that is essential to the health of the Swiss watch industry. This category has historically provided the link between cheaper quartz watches and luxury mechanical timepieces.
It’s an essential segment, but a fragile one. On its left, the volume of Swiss quartz watches has been in free-fall for several years, for various reasons, not least the arrival of smartwatches; on its right, the Swiss mechanical watch is moving further and further away from the 1,000 franc mark. Thus Mido finds itself in an increasingly isolated segment of the Swiss industry today.
We asked Franz Linder, who manages this Swatch Group brand, about new releases planned for 2020, his view of the impact of Covid-19, and the crucial issue of attracting younger generations.
Below, The dial-less Multifort Mechanical Skeleton Limited Edition, with a 44 mm diameter black PVD-treated titanium case, displays its skeleton movement (a first for Mido) with its hands integrated directly into the black plate decorated with Côtes de Genève. Limited series of 999 numbered pieces.