Franz Linder

CEO

MIDO Watch Company

Trends change, the product DNA remains.

More than following trends, our ambition is to create timepieces with a lasting character that can be appreciated for many years.

MIDO carries more than a century of Swiss watchmaking heritage. How do you preserve the brand’s timeless identity while evolving to meet the expectations of today’s global consumers?

Since 1918, MIDO has remained true to the values that define the brand: reliability, technical expertise and timeless design.

Consumer expectations evolve, but these fundamentals remain unchanged. Our role is to combine this heritage with contemporary aesthetics and innovations that make our watches relevant to today's lifestyles.

In a highly competitive Swiss watch industry, what key qualities and philosophies truly distinguish MIDO from its competitors?

What distinguishes MIDO is our ability to offer high precision timepieces crafted to blend heritage, engineering excellence and timeless design at an outstanding value.

We have remained focused on creating reliable and durable timepieces that people can wear and enjoy every day. We believe that quality and Swiss watchmaking expertise should be accessible to a broad community of watch enthusiasts.

MIDO has earned a strong reputation among watch enthusiasts for delivering exceptional value and quality. How important is this positioning to the brand’s long-term vision?

MIDO has always been committed to offering exceptional quality and watchmaking expertise at a fair price. This positioning is not only part of our heritage, it is also essential to our long-term vision.

We believe that mechanical watchmaking should remain accessible and meaningful. Our goal is to create timepieces that deliver lasting value and that can be trusted and enjoyed for many years.

This philosophy has guided MIDO for more than a century and continues to resonate with watch enthusiasts around the world.

MIDO is widely recognized for its advanced automatic movements and impressive power reserves. How does the brand continue to deliver technical innovation while maintaining accessibility and value?

Innovation at MIDO is about continuously improving performance, reliability and everyday wearability.

By benefiting from the expertise and industrial capabilities of the Swatch Group, we are able to offer advanced mechanical movements, long power reserves and technologies such as the Nivachron™ balance spring while maintaining exceptional value.

Our ambition is simple: to make high-quality Swiss watchmaking accessible to a broad community of enthusiasts without compromising on performance or durability.

Among MIDO’s current collections, which one best represents the future direction of the brand, and what makes it especially significant?

The Multifort, Ocean Star, Commander and Baroncelli are equally important to MIDO. They have been part of the brand’s DNA for decades and remain equally relevant today.

Trends change, the product DNA remains

More than following trends, our ambition is to create timepieces with a lasting character that can be appreciated for many years.

Many MIDO timepieces successfully blend vintage inspiration with contemporary aesthetics. How does the brand strike the right balance between heritage design and modern trends?

At MIDO, we do not design watches to follow short-term trends. We draw inspiration from our heritage and reinterpret it with contemporary proportions, materials and finishes.

The goal is to create timepieces that feel relevant today while remaining timeless for the years to come. This balance between tradition and modernity has always been part of MIDO's identity and is one of the reasons why many of our watches age so gracefully.

Over the past few years, how have you seen the global luxury watch market evolve, particularly with the growing influence of younger consumers and first-time collectors?

Over the past few years, consumers have become better informed and more connected than ever before. Younger generations and first-time collectors are looking not only for quality and authenticity, but also for products with meaning and lasting value.

This evolution is encouraging for Swiss watchmaking. It shows that mechanical watches continue to inspire people across generations. For MIDO, it reinforces the importance of remaining true to our values while creating timepieces that people can enjoy and cherish for many years.

Looking ahead, what major trends or innovations do you believe will shape the future of Swiss watchmaking over the next decade?

I believe the future of  Swiss  watchmaking will continue to be driven by innovation, but always with a focus on reliability, durability and quality.

We will see further developments in materials, precision and manufacturing processes, together with growing expectations in terms of sustainability.

At the same time, I am convinced that authenticity and craftsmanship will remain at the heart of Swiss watchmaking. These are timeless values that will continue to inspire future generations.

Sustainability is becoming increasingly important within the luxury industry. How is MIDO approaching responsible production, sustainability, and long-term environmental commitments?

Sustainability is an important topic for the entire watch industry, and MIDO approaches it with a long-term mindset.

Our philosophy has always been to create reliable and durable timepieces designed to last for generations. This commitment to longevity is, in itself, an important aspect of sustainability.

As part of the Swatch Group, we also benefit from continuous efforts aimed at improving manufacturing processes and reducing environmental impact. We believe that responsibility and quality go hand in hand and are essential for the future of Swiss watchmaking.

On a personal level, what has been the most rewarding and fulfilling aspect of leading MIDO?

To see MIDO continue to grow while remaining true to its identity and values.

I am particularly proud of the passion and dedication of the people behind the brand. Watchmaking is a collective adventure, and it is very fulfilling to work with talented teams who share the same commitment to quality and long-term vision. Contributing to a brand with such a rich heritage and helping to pass it on to future generations is both a privilege and a responsibility.

Among all MIDO timepieces, which watch best reflects your personal lifestyle or character, and why?

It is always difficult to choose just one, but I would say the new Ocean Star 200. I appreciate its combination of versatility, character and understated elegance.

At the same time, it perfectly illustrates the balance between performance and emotion that defines MIDO today.