MIDO is a Swiss watch brand founded in 1918 in Biel, Switzerland, by Georges Schaeren. The name "MIDO " comes from the Spanish "Yo mido which means "I measure." This reference to the measurement of time is linked to the brand's vocation to create high-quality and precision watches.

MIDO is known for its philosophy of "Architecture of the Eternal", which is reflected in the design of its watches. Watches MIDO are often inspired by famous architectural elements, resulting in balanced, elegant and timeless designs. The brand is also known for its attention to detail, quality of workmanship, and constant search for innovation.