The brand was positioned as an affordable luxury watch right from early days. For the more mature folks in Singapore , Malaysia and Indonesia , Mido was the preferred choice when a Titoni was considered too generic; Oris was then making cheap watches while the Tag brand was little known. In Thailand , Mido was the 'official' watch for those working in high government offices as Rolex or Omega were considered too ostentatious. By default, the brand enjoyed the 'high-end but unpretentious' status. Thus, it's small wonder that Thailand is constantly in the top 3 market for Mido till this very day.
Swatch Group
The domineering era of Japanese quartz watches resulted in many Swiss brands to either close shop or undergo restructuring. In the case of Mido, it was acquired by the Swatch Group during the mid 90's. Shortly, for reasons unknown, Thong Sia Group relinquished their distributorship for Singapore , Malaysia and Thailand . It was estimated that the inventory carried by Thong Sia at that time far exceeded 30,000 pieces. Many bargain hunters had the opportunity to buy this signature model (ref: LC8269) at clearing prices during the late 90's through early 2000's.
Leslie Chang Pte Ltd
Seo Choon Watch was appointed the official importer of Mido watches in Singapore in May 2001. Both the company and the brand were no stranger to the local watch community. However, the re-entry into the market was initially difficult due to the comparatively high prices of the new Mido collection amid the abundance availability of the signature model dumped by the previous distributor. Fortunately, long term strategy, faith and perseverance prevail. Seo Choon Watch now enjoys a steady 20% annual growth rate with the brand. Recently, the company was renamed Leslie Chang Pte Ltd and its main showroom shown here is located along Sims Avenue .
Mission
Mido strives "to produce watches with the characteristics of a good friend. You feel good when you see it; it is very reliable and always there when you need it; it has a character of its own and you will pass your life together". Here's Robi, the friendly mascot from Mido.
Achievement
Mido is proud to join the Top 10* Chronometer producers of the world.
The table shows that Mido is the only affordable luxury brand among the industry's big names.
This achievement further reiterates Mido's exceptionally characteristics and timeless image.
COSC figures 2006 :-
1. Rolex 710,752
2. Omega 257,187
3. Breitling 182,223
4. Panerai 46,454
5. Chopard 22,880
6. Ulysse Nardin 10,111
7. Corum 8,189
8. Tag Heuer 7,450
9. Chanel 6,980
10. Mido 5,722
*Source: The COSC (Controle Officiel Suisse des Chronometres – Official Swiss Chronometer Control) yearly report published in 2006
Promise
Mido's philosophy is to combine timeless design with functionality rather than following fashion trends. True design outlives all fashion trends. The objective is to create timepieces made of high quality materials, endowed with precise movements and offering outstanding water-resistance in order to last a long time. This philosophy remains unchanged since 1918.
Celebration
This year, Mido celebrates its 90th Anniversary with a series of grand events throughout the world.. The Asian leg will be held at lovely Jeju island of South Korea which be attended by more than 200 participants including the media and celebrities from mainland China and Korea .
I am looking forward to attend the event as it is likely to showcase the latest collection and future marketing plan. And, I shall share my experience with all of you upon my return to Singapore later this week. Meanwhile, Mido fans can view www.mido.ch for more information.
P.S. The main feature of this article first appeared on Yeoman's weblog
