Mido celebrates its 100th anniversary in Singapore

Mido celebrates its 100th anniversary in Singapore

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.


An unforgettable evening in an exceptional setting

For this especially feminine element of the brand's 100th anniversary celebrations, Mido decided to think big. Firstly with its choice of setting for this event held on 22 November 2018. ArtScience Museum’s striking lotus-inspired building, is a true architectural manifesto for sustainability. The museum’s roof harvests rainwater and recycles it for use in the day-to-day operation of the building.
It was here in the heart of this extraordinary structure that Mido's CEO, Franz Linder, welcomed his guests to this original evening party that paid tribute to women, presenting the historic models that the brand had created for them since its inception in 1918, and launched the new Baroncelli Lady Day. The evening culminated in the launch of the rainflower.midowatches.com participative campaign, which featured Romee Strijd as the first participant and which will, in 2019, give rise to the new Rainflower collection, embodying the future of the brand.

Mido for women, yesterday, today and tomorrow

Designed as a journey within ArtScience Museum, the event invited its numerous guests to travel into the past, present and future of Mido. 

On arrival, guests were introduced to some of the iconic women's watches that have written the history of Mido in the last century. After passing through a tunnel illuminated with orange light, they discovered the new Baroncelli Lady Day, the brand's expression of the present. Created by Mido for its 100th anniversary, and launched at this exceptional event, one of the timepieces in this family is designed to accompany every form of female audacity. For work, shopping or evening, the three easily-interchangeable straps of the Baroncelli Lady Day & Night lend it as many faces as nuances.

The future, the highlight of the event, was presented in the building's central atrium with a magical show on the theme of water. In this poetic, meditative performance, dancers appeared as if from nowhere to execute a lavish choreography in a shower of rain to introduce the new Rainflower collection.


Rainflower: a new collection to outline the radiant future of Mido

After this dazzling performance, Franz Linder gave an address to emphasize how Mido has never ceased to plan for the future, given impetus since 1918 by the visionary power of its founder, Georges Schaeren. "It was impossible not to look to the future during this extraordinary year of celebrations. A future which now takes the form of a new women's collection of automatic watches that I am especially delighted to announce today in Singapore. It is in pure Mido tradition with its architectural inspiration. It is named Rainflower, in a delicate, subtle reference to ArtScience Museum, especially its distinctive shape in the form of an open lotus flower. The launch of the first models in this permanent collection is scheduled for May 2019."

Create your own Mido Rainflower: the international #CreateYourMido participative campaign

A first Mido Rainflower "concept watch" was unveiled exclusively to guests attending the party, and Romee Strijd, internationally renowned model and Victoria Secret’s Angel since 2014, set the major #CreateYourMido participative campaign in motion. As of today, she invites all fans of the brand to visit the rainflower.midowatches.com mini-website to choose from the various case treatments, straps, dials and colours of the precious stones to create their own Rainflower. On this site, participants can create the timepiece of their dreams and share it on social media for the chance to win a trip for two to Singapore or one of ten Rainflower watches. The four selected pieces will be unveiled on 21 March 2019 and the launch of this new permanent collection is scheduled for May 2019.

The beautiful Romee Strijd, the first participant in the participative campaign, paid Mido the extraordinary compliment of creating her own Rainflower and wearing it for the first time during the event. A glittering, refined model, revealing a white, grained-finish dial set with three green tsavorites at 3, 9 and 12 o'clock and protected by a steel case with rose-gold PVD treatment, the watch will be produced in a limited edition of 500 pieces, and will be available, like the rest of the collection, from May 2019. With her own model on her wrist, she demonstrated how to create your own watch, as she launched the rainflower.midowatches.com participative campaign.

Rainflower, inspired by ArtScience Museum

With its white petals open to the Singapore sky, ArtScience Museum seems to float above the water. Its lotus shape and resolutely modern, pure design were the inspiration for Mido's Rainflower collection. Rainwater is collected on the roof of the building and channelled for re-use. Sustainability thus lies at the heart of the architectural icon, echoing Mido's timepieces, designed to defy the passage of time. It was this characteristic of the building that inspired the brand to choose the name Rainflower for this women's collection. Pure lines, gentle curves and an evocation of the splendour of the plant world are points that the Rainflower collection shares with this sublime building.

 

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