In a dazzling celebration that intertwined past, present, and future, Mido marked its 100th anniversary in Singapore with an unforgettable evening at the iconic ArtScience Museum. The theme, aptly titled “Past, Present, Future,” resonated throughout the event, showcasing Mido’s rich heritage in crafting exquisite women’s watches, unveiling their newest creation, the Baroncelli Lady Day, and offering a glimpse into the future with the launch of the Rainflower collection through a captivating participative campaign.

Guests were warmly welcomed by Mido’s CEO, Franz Linder, and embarked on a captivating journey through time. Stepping into the venue, they were transported to Mido’s illustrious past, greeted by a curated selection of iconic women’s watches that have left their mark throughout the brand’s century-long history. These historical timepieces served as a testament to Mido’s dedication to quality and timeless design, a tradition they continue to uphold today.

The journey transitioned seamlessly into the present with the unveiling of the Baroncelli Lady Day collection. Designed to empower the multifaceted woman of today, this versatile timepiece boasts three easily interchangeable straps. Whether for a day at the office, a shopping spree, or a glamorous evening event, the Baroncelli Lady Day & Night effortlessly adapts to any occasion. The semi-matt black leather strap exudes a touch of understated elegance, while the glossy lacquered red leather strap injects a vibrant pop of colour. Finally, the grey satin-look fabric strap offers a luxuriously soft and sophisticated feel. Each strap seamlessly complements the watch’s perfectly round steel case, which houses a magnificent white mother-of-pearl dial encircled by a grained white flange. Three shimmering diamonds, meticulously placed at 3, 9, and 12 o’clock, add an extra touch of brilliance, ensuring the watch radiates captivating beauty no matter the setting. But the elegance goes beyond aesthetics. The Baroncelli Lady Day & Night is powered by the Caliber 80, a cutting-edge automatic movement boasting a remarkable 80-hour power reserve. This exceptional feature frees the wearer from the constraints of constantly resetting the time, allowing them to focus on living life to the fullest. With its delicate design, gentle curves, and exceptional functionality, the Baroncelli Lady Day & Night becomes a cherished companion, gracing the wrist both day and night.

However, the true highlight of the evening was the unveiling of the Rainflower collection, a breathtaking testament to the fusion of art and watchmaking. Inspired by the ArtScience Museum’s architectural marvel, the lotus flower-shaped building that seemingly floats above the water, Mido’s designers captured the essence of its beauty and sustainability in the Rainflower collection. Just as the museum collects rainwater on its roof for reuse, symbolizing an environmentally conscious approach to modern architecture, so too does Mido create timepieces built to endure, defying the passage of time. The Rainflower collection embodies these shared values with its pure lines, gentle curves, and an overall design that evokes the splendour of the natural world, echoing the captivating beauty of the ArtScience Museum itself.

To further celebrate the launch of the Rainflower collection, Mido unveiled a groundbreaking initiative – the #CreateYourMido participative campaign. This innovative campaign invited watch enthusiasts from around the globe to unleash their inner designer and create their dream Rainflower timepiece. Launched on a dedicated website, rainflower.midowatches.com, the campaign offered participants the opportunity to select from a variety of options, including different case treatments, straps, dials, and even the colour of the precious stones. This interactive experience allowed watch lovers to personalize their Rainflower, crafting a timepiece that perfectly reflected their individual style.

Leading by example, internationally renowned supermodel Romee Strijd, a Victoria’s Secret Angel since 2014, became the first participant in the campaign. During the event, she unveiled her own creation, a dazzling and refined Rainflower watch. This limited-edition timepiece featured a white, grained-finish dial adorned with three exquisite green tsavorites at 3, 9, and 12 o’clock, nestled within a steel case with a rose-gold PVD treatment. This unique creation was a true testament to the endless possibilities offered by the #CreateYourMido campaign and a glimpse into the diverse and stunning timepieces that would soon emerge from the collective creativity of watch enthusiasts worldwide. It was announced that her limited-edition model would be produced in only 500 pieces, available for purchase from May 2019 alongside the rest of the Rainflower collection.

The evening at the ArtScience Museum not only celebrated Mido’s 100th anniversary but also marked the beginning of a captivating new chapter. By seamlessly blending the rich heritage of the past with the innovative spirit of the present, Mido looked towards a future filled with exquisite timepieces and a vibrant community of watch enthusiasts empowered to co-create alongside

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Photos by Mido