For years, Swatch Group focused Mido’s efforts primarily on Latin America and Asia, two regions where the brand has done exceptionally well. Unfortunately, the brand doesn’t share the same awareness in the States, which I’ve always found strange given the size of Tissot’s (also a Swatch Group brand) American presence. That’s about to change. We learned this year that Swatch Group is now making a concentrated effort to push the brand in America. For lovers of well-priced, solidly-made wristwatches, this is exciting news.
Last month we introduced the Baroncelli Heritage, a vintage-inspired extension of Mido’s mainstay Baroncelli range. Handsome, classically styled with enough of a twist, and surprisingly tempered in size, the Baroncelli Heritage looked like an obvious win for the brand. And though Mido’s marketing team focused primarily on the thinness of the watch (an impressive 6.95mm), I was more taken with its aesthetics. For Baselworld, Mido released an additional two variants (white dial/stainless steel case and brown/rose gold case) alongside the two (cream dial/rose gold case and black dial/stainless steel case) from the initial press release. They did not disappoint. Let’s take a closer look.