Mido was founded in 1918 by George G. Schaeren in Biel/Bienne, Switzerland. Mido comes from the Spanish phrase Yo mido meaning "I measure". MIDO's philosophy combines aesthetics, authenticity and functionality. 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. Cutting edge technical innovations, mechanical movements known for their excellence and high quality materials are the three pillars on which the brand's unique expertise rests.