Reflecting on brand’s past, present, future

  • Metro News
  • Saturday, 01 Dec 2018

Linder and Strijd, who created her own model for the new Rainflower timepiece via the #CreateYourMido campaign.

AFTER stopovers in Shanghai, Taipei and Mexico City, among others, Swiss watch brand Mido celebrated its 100th anniversary in Singapore with the theme “Past, present, future”.

On Nov 22, at the ArtScience Museum at Marina Bay Sands, Mido chief executive officer Franz Linder welcomed his guests to the evening party which paid tribute to women, presenting the historic models that the brand had created for them since its inception in 1918.

Designed like a journey, the event enabled the numerous guests to travel firstly into Mido’s past through a selection of historic women’s watches.

In the space dedicated to the brand’s present day, they witnessed the unveiling of the new Baroncelli Lady Day watches, with the accent on the Baroncelli Lady Day & Night,

a model featuring three easily interchangeable straps.

The highlight of the evening was the presentation of the future of Mido with a breathtaking performance revealing the new women’s collection – Rainflower – and the launch of the new #CreateYourMido participative campaign, opened by internationally renowned model Romee Strijd, the first person to create her own Rainflower model on the website

The launch of the first four pieces in the Rainflower collection is scheduled for May 2019.

Mido fans have two months to follow Strijd’s example and create the Rainflower of their dreams. Four selected models will be revealed to the public on March 21, 2019.

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