“…Bangkok recently played host to the Mido Prime-Time Event 2025, a significant milestone for the Swiss watchmaker. With a history spanning more than a century, Mido has long cultivated a deep connection with Thailand, both as a valued market and as a source of inspiration…”
On this occasion, #Legend_th has a chance to sit down with Mr.Franz Linder, CEO of Mido, to discuss the vision behind the event, Thailand’s importance to Mido, and the future of the brand in the Asia-Pacific region.
#legend_th: The MIDO Prime-Time Event 2025 is a big moment for the brand. Could you tell us the main idea and vision behind holding it in Bangkok this year?
FL: This is not our first time in Bangkok, Thailand has always been one of Mido’s most traditional markets. The brand has been here for almost a hundred years, and it has consistently been highly appreciated by Thai customers. That is why we decided to celebrate this milestone in such a loyal and respected market.
#legend_th: What does Thailand mean to Mido, both emotionally and in terms of business strategy?
FL: As I said, we share a very long relationship with this market. Of course, we all love Thailand, just as so many people around the world do. Thai people are very charming, and from a business perspective, this is not only a traditional market but also an essential one. In fact, Thailand is among the countries where Mido enjoys its highest market share.
#legend_th: What inspired the timing and concept behind your visit to Bangkok on this occasion?
FL: Launching a new product is something we prepare for years in advance. It usually takes between one and two years to develop a watch. Once the timeline is set, we decide where and when to introduce it, particularly to the press and to the market. This time, the schedule brought us to early August, which perfectly aligned with the launch.
#legend_th: How do events like this in Bangkok help the brand to strengthen the relationship between the brand and its collectors or local community?
FL: Visibility and distribution are crucial. Mido is already well appreciated in Thailand, and our watches are widely available through department stores across the country. But just as important is the role of the media, in print, online, or social platforms, which help us communicate about our products. Both visibility and communication are vital in strengthening the brand’s relationship with Thai collectors and consumers.
#legend_th: Could you share more about the new watches launched at this event? How do they reflect Mido’s heritage while also fitting the modern trends?
FL: Mido has five main collections, with our top range always COSC-certified. We then explore what we call ‘small complications,’ features such as the big date, power reserve, or chronograph. For us, it was a natural step to reinterpret our successful Multifort in a sportier chronograph version. We believe this design will resonate strongly with watch lovers in Thailand and around the world.
#legend_th: After the success of this Bangkok event, what are the next plans for Mido in the Asia-Pacific region?
FL: The Bangkok event also served as a platform for the brand’s regional partners. For this launch, we invited representatives from all Asian markets where we are active, instead of holding separate events in each country. We choose one city and bring everyone together. This way, it becomes a regional celebration, and Bangkok was the perfect stage.
#legend_th: As CEO, how do you personally define success for Mido in today’s competitive market?
FL: Mido is renowned for its high-quality timepieces that represent accessible fine Swiss watchmaking. We are not aiming to become an exclusive luxury brand for a select few. Instead, we want to offer watches that many people can enjoy, products that combine distinctive identity, strong character, and authentic Swiss craftsmanship.
#legend_th: Looking back, what has been the most challenging decision you’ve had to make as CEO of Mido, and what did you learn from it?
FL: With over 30 years at Mido, I cannot say there has been one single most difficult decision. I have seen many cycles of ups and downs, even the Asian financial crisis in 1996–97, which hit Thailand especially hard. My key takeaway is brand must remain faithful to its DNA and values, and not chase short-term opportunities. Opportunism is never a sound strategy. Mido has always been about consistency, quality, and identity, and that is what has carried us through.
