MIDO CELEBRATES ITS 100th ANNIVERSARY IN SINGAPORE

And launches its new participative campaign: #CreateYourMido

After stopovers in Shanghai, Taipei and Mexico City, among others, Mido celebrated its 100th anniversary in Singapore on the theme of “Past, present, future”. An event in the form of an ode to women held on 22 November 2018 in the exceptional architectural setting of ArtScience Museum at Marina Bay Sands. 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 rainflower.midowatches.com website. Mido fans have two months to follow Romee Strijd’s example and create the Rainflower of their dreams. The four selected models will be revealed to the public on 21 March 2019. This collection is in pure Mido tradition with its architectural inspiration. Its name is a delicate, subtle reference to ArtScience Museum, especially its distinctive shape in the form of an open lotus flower. The launch of the first four pieces in the Rainflower collection is scheduled for May 2019.