A screenshot from the video campaign of Mido’s brand ambassador, South Korean actor Kim Soo-hyun, wearing the Multifort TV Big Date.
CLASSICS never go out of style.
It may lay dormant temporarily before it comes roaring back with a brand new appeal.
Much like the TV-shaped case design for watches that was popular in the 1970s, and is now back in trend.
Swiss brand Mido has incorporated the vintage case design in its newly launched Multifort TV Big Date.
The Multifort line that was first introduced in 1934, was last updated 50 years ago with the trend-setting case shape.
Mido chief executive officer Franz Linder says it is high time that the collection is revived.
He says the TV shape makes a comeback in the brand for the third time with a fresh look, after being first introduced in 1973 and revisited in 1980 as well as 2000.
The Multifort TV Big Date sits perfectly on the wrist.
“I am thrilled to introduce the Multifort TV Big Date collection to watch enthusiasts in Asia.
“This timepiece truly embodies the iconic style of classic TV-shaped watch, which Mido first introduced in 1973 and had since become a symbol of the era.
“We have reinterpreted this iconic design, infusing it with a contemporary touch.
“Mido has enhanced its uniqueness by incorporating a large date display, known as the ‘big date’, and meticulously designed a dial with a gradient effect to add depth and exquisiteness,” he says at the Asia-Pacific Mido event in Bangkok, Thailand, where the launch of the Multifort TV Big Date collection is held.
The event also sees the appearance of Mido’s first brand ambassador in Asia, South Korean actor Kim Soo-hyun.
More than 300 guests, including media members from the Asia-Pacific region and Thai celebrities, turned up for the launch.
They have the opportunity to see, touch, feel and try on the Multifort TV Big Date watches.
The Mido Multifort TV Big Date collection is available in five variations — with stainless steel bracelet or rubber strap and dial colour choice of green, grey or blue.
Several areas of the venue are made to look like a TV set which guests can step into and feel like a TV star! A multitude of TV sets showcase the latest collection from the brand. There are also photo booths with vintage TV set props for photo opportunities that fit the event theme “Inspired by New Visions”.
The Multifort TV Big Date range has a flat and square satin-brushed bezel surrounding the light-reflecting dial that features a horizontal brushed finish.The big date window is at the 12 o’clock position.
At each quarter, there are trapezoidal hour-markers, while a dot is used to mark the other hours.
At 12 o’clock, a dot on the bezel serves as a marker and recalls the round hour-markers, similar to several Multifort models in the past.
As an extension of the bezel, the bracelet with its polished central “mallets” adds an elegant roundness to the watch.
The caseback is transparent and offers a glimpse of the Calibre 80 automatic movement, which is equipped with a high-tech balance spring in Nivachron that is known for its outstanding resistance to shocks and magnetic fields.
The model offers a power reserve of up to 80 hours.
It can also withstand a pressure of up to 10 bar (100m).
There are five variations to choose from — three in stainless steel bracelet with a choice of green, grey or blue dial; and two in rubber strap, either in grey dial with orange strap or blue dial with blue strap.
While the design will appeal to a wide range of customers, Linder says Mido also aims to attract the younger generation specifically.
“While there are watch aficionados and connoisseurs, the brand also hopes that it will attract a new generation of young customers.
“There is a need to always be relevant to the young people, who will be customers for a long time.
“So, we need to get them excited with something new,” he elaborates.
He says a Mido watch is a good choice for young adults and those who have just graduated and are stepping into the working world.
“Overall, a good consumer for Mido is a happy one. A person who has the pleasure to look at his Mido watch every day,” he adds.
“If you look at the Mido range today, there are about 300 references from six collections,” says Linder.
“The Multifort TV Big Date collection is the only one with the TV shape.
“Something like this cannot be found in this price category.
A view of the Multifort TV Big Date’s calibre via its caseback.
“Very few brands offer TV-shaped watches and to my knowledge, the brands that do, do not sell it at accessible prices,” he notes.
When asked about his personal favourite from the collection, Linder picks the one with the orange strap, as it is his favourite colour.
His all-time favourite Mido watch, however, is the All Dial.
“But for the brand, the most iconic would be Commander 1959, because we are still selling the same product in all these years, which is very unique,” he points out.
In a race to stay relevant and to win the hearts of the young in this era of digitalisation, Linder says smartwatches are not a competition as it is a very different product.
The slim Mido Multifort TV Big Date has a rubber strap option in blue or orange.
“Mechanical watches offer long-lasting functionality and carry an emotion for the wearer. It is a statement piece,” he states.
Mido was founded by Swiss watchmaker Georges Schaeren in 1918, and had carved a name synonymous with technical innovation and timeless designs.
While the brand has crossed many milestones, the nearly 90-year-old Multifort line marked a highly significant milestone in the history of Mido watches as one of its first anti-magnetic timepiece with a self-winding movement as well as built-in water- and shock-resistance.
The Multifort was the bestselling Mido watch from the 1930s to the 1950s.
More photos
Linder: There is a need to always be relevant to the young people.
Thai actress and model Peranee Kongthai accessorising with a Multifort TV Big Date in stainless steel bracelet.
Actress and model Nittha Khuhapremkit is among the Thai celebrities at the Mido’s Asia-Pacific launch of its Multifort TV Big Date.
