Mido on Tour 2009 - Conceptualization

The Multifort was launched in 1934 and its aviation-inspired design and style are largely due to the influence of Walter Schaeren, the son of Mido’s founder. Walter was a military pilot who once commented that “the real quality of a watch reveals itself in extreme situations”.




Last month, Mido celebrated Multifort’s Diamond Julilee in Kuala Lumpur . The President of Mido, Mr Franz Linder, graced the occasion and here’s an extract of an interview by a local lifestyle magazine.




In tune with today’s demand, the latest Multifort watches are sized at 42mm (regular automatics) and 44mm (automatic chronographs) respectively. Yet, to reiterate the brand’s long standing philosophy to produce watches with timeless design and traditional value, Mido has aptly chosen this old locomotive as its advertising theme.




One look at the image of the charging train triggered my mind to think about land travel. Shortly, after a discussion with Mr Heng Wei Hun (Regional Manager, Mido) the concept of ‘Mido on Tour’ was thus initiated.




For the event, this orange dri-fit shirt (right) with mandarin-collar was chosen as the official attire.