Architectural Beauty, a Pinnacle of Modern Art, Adorns the Dial

In the summer of 2016, MIDO launched a global interactive campaign to select the monument that would inspire its new watch. Through social media platforms like Facebook and Instagram, people were invited to vote for their favorite among 60 famous monuments in 12 cities worldwide. The Guggenheim Museum in New York emerged as the top choice.

MIDO will release a limited edition timepiece inspired by this urban and original contemporary architecture.

The sculpted flange and the eggshell-colored, three-dimensional grained dial with polished indices reflect a sophisticated, detail-oriented design. Functionally, it is equipped with the latest COSC-certified chronometer movement featuring a silicon balance spring, ensuring high precision and an 80-hour power reserve.

Founded in Switzerland in 1918 by Georges Schaeren, MIDO is headquartered in the Jura Valley town of Le Locle. The brand name derives from the Spanish phrase "Yo mido," meaning "I measure."

Guided by the philosophy that "timelessness is the mark of true design," the brand has been dedicated to producing precise, mechanical watches that blend understated aesthetics, reliability, and functionality, remaining untouched by fleeting trends for over a century.

Guggenheim

Ref. | M034.408.16.261.00
Movement | Automatic Chronometer (MIDO Caliber 80Si)
Case Material | Stainless Steel
Case Back | See-through
Case Diameter | 40mm
Strap | Leather
Water Resistance | 5 ATM
Price | ¥189,000 (excluding tax)
Features | Special box included
Limited Edition | 500 pieces worldwide

MATSUYA GINZA MIDO Fair

Period | November 15, 2017 (Wed) - December 5, 2017 (Tue)
Location | MIDO Corner, Jewelry & Watch Salon, 4F, Matsuya Ginza, 3-6-1 Ginza, Chuo-ku, Tokyo