On November 11, 1918, the Armistice marking the official end of World War I was signed. On that same date, Georges G. Schaeren founded the Mido watch brand, which celebrated its centennial this year with the release of a host of special-edition timepieces and, on May 24, a major celebratory event in one of Mido’s biggest markets, Mexico City. (The brand has a long history of popularity in Latin America: the name Mido comes from the Spanish phrase “Yo Mido” or “I measure”.) I had the opportunity to attend the gala, as well as experience some of the historic sites, culture, and cuisine of Mexico City, all while sporting on my wrist one of those selfsame anniversary-inspired watches, the new Mido Commander Shade Special Edition. Mido Commander Shade Special Edition
The centerpiece of the three-day trip was an anniversary gala held at Mexico City’s Hotel Reforma, where guests walked an orange carpet (orange and black are Mido’s traditional colors), posed for photos with brand mascot Robi the robot (a character from the brand’s ads in the 1930s and ’40s), and experienced a multi-sensory journey through Mido’s history. Hosted by Mido’s president, Franz Linder, and its brand director for Mexico, Edgar Embriz, the event’s highlights included historical images and video displays, a live aerial dance, and an exhibition of important vintage Mido watches representing every decade from the 1920s to the 2000s.

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