MIDO and me, you could say we are life-long partners. My father was given a MIDO the day before I was born. I still have it.
MIDO has been drifting, almost flailing for many years. MIDO North America's very goofy decision to target market almost exclusively to a Latino customer base was well, goofy. MIDO appeals beyond language, race and most certainly ethnic demographics. And this latest iteration of the Commander bears that out.
A 40 mm stainless steel case, the movement is the ETA 2836-2. Hours, minutes, seconds day and date. This is nice - and I would buy it. And I am NOT from their "target" demographic - but maybe watches go beyond language and ethnicity?
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| Courtesy of MIDO |
MIDO has been drifting, almost flailing for many years. MIDO North America's very goofy decision to target market almost exclusively to a Latino customer base was well, goofy. MIDO appeals beyond language, race and most certainly ethnic demographics. And this latest iteration of the Commander bears that out.
A 40 mm stainless steel case, the movement is the ETA 2836-2. Hours, minutes, seconds day and date. This is nice - and I would buy it. And I am NOT from their "target" demographic - but maybe watches go beyond language and ethnicity?
No, this is not my father's MIDO. But finally there is a new MIDO that provides some of the same feelings and emotions as some of the classic MIDO watches of the past. My advice to MIDO North America? Don't be afraid of trying to sell it to me, and other non-Latino customers ; )
It is very, very welcome.
Another goofy decision: their change of logo.
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