On 23 May 2018, Swiss watch brand Mido, continued its 100th anniversary celebrations in Mexico with the second major event of this year. Franz Linder, Mido’s President, and Edgar Embriz, the brand’s director in Mexico, hosted a multi-sensory experience which took guests in Mexico on a journey through time and the 100-year history of Mido. Displays and performances rich in colour and sound enabled guests to discover this important anniversary year’s new timepieces and special editions, such as the Commander Shade, Multifort Datometer and the three models of the Baroncelli Trilogy.
Georges Schaeren founded Mido watch brand on 11 November 1918, on the same day as the Armistice. Since its establishment, Mido has continued to look towards the future with confidence, sustained by the visionary strength of its founder. The anniversary year will be punctuated by the arrival of new timepieces that will reaffirm the values that have been part of Mido’s DNA for a century: timeless design, quality materials and technical innovation.
Since Mido was created, its philosophy has combined innovation, aesthetics and functionality. The brand shares these essential values with iconic architectural designs, from which it drew the inspiration for its collections. Cutting-edge technology, automatic movements renowned for their excellence and high-quality materials are the three pillars upon which Mido’s unique expertise rests. In addition, the refined, understated designs of Mido timepieces endow them with a resolutely timeless quality. Beyond fashion and passing trends, Mido watches are thus distinguished by their durability.
On 23 May 2018, the art-deco building of Mexico City’s Hotel Reforma was the perfect setting to celebrate Mido’s anniversary by paying homage to architecture’s great influence upon its designs. Guests were welcomed with an orange carpet, leading them inside this emblematic space to enjoy an electrifying, unique experience. Robi, Mido’s ambassador, witnessed these initial scenes and the enthusiasm of important guests, such as Juanchi Torre and Ricardo GM, as well as friends of the brand, celebrities and the press.
It all began with a tunnel of orange light, leading guests into the journey through time which would draw them inside the world of Mido and show the impact it has made over the last 100 years. The atmosphere was celebratory, leaving guests feeling expectant as they awaited the many surprises which unfolded on this important evening.
At 9PM a halo of light marked the beginning of an ode to the past, filling every corner of the room with images and videos that recounted stories from the brand’s past. This led to the unveiling of an exhibition of historic watches which demonstrate the mark Mido has made upon time. Housed in this gallery are iconic timepieces from each decade between the 1920s and the 2000s.
And so, the journey through time continued by transcribing the past onto present-day designs, with the launch of timepieces commemorating the brand’s 100th Anniversary. The Commander Shade embodies the essence of Mido’s most iconic and timeless collection. The brand’s classic, vintage side is reflected in the Multifort Datometer, a redesigned timepiece, based on a 1939 model.
The event also highlighted Mido’s Baroncelli Trilogy timepieces that were created to reflect the past of 1918, the present of 2018 and the future of 2118.
Guests were transported to each of these points in time through a multi-sensory experience, accompanied by lights, sounds and a tasting menu of flavours evoking each era.
The most spectacular moment of the night came with the appearance of two dancers, who surprised guests with an aerial dance high up in the structure of the great hall. The lines traced with their movement provided a display as intricate as the lines of the Baroncelli collection. The show integrated the rich heritage of dance with the beauty of the architecture.
Edgar Embriz, Mido’s Director in Mexico, delivered the official presentation of the commemorative timepieces for this 100th Anniversary.