Mido inspired by architecture

Mido has set up a collaborative project that gives the public an opportunity to choose the architectural work from which the brand’s next timepiece will take its inspiration.

Entitled #BeInspiredByArchitecture, this journey began on 25 August and takes in 60 monuments from 12 cities around the globe. From Hong Kong to Lucerne, via Moscow, Tokyo, New York and Mexico, the firm from Le Locle explores the architectural riches of some famous cities.

Video sequences, Facebook and Instagram posts reveal the face of the five monuments pre-selected for each city. Among the buildings proposed, websurfers may choose the one they prefer and post comments and photos of the edifice. On the brand’s website, a pinwall displays the snapshots sent in by the public. Each week, a new metropolis with its monuments and best addresses is introduced by Mido on its “Tips & Trips” blog and a lucky winner is presented with a watch made by the brand on the strength of his overall participation in the project.

On 10 November, the watchmaking firm will be in Beijing to unveil the last city in the running for this campaign. It will also select the edifices that have proved the most successful and by the end of 2016 designate the monument to be taken as its source of inspiration.

September 15, 2016