Franz Linder: MIDO, Watchmaking Between Tradition and the Future

MIDO has built its identity around three defining principles: precision, innovation, and a design philosophy that has stood the test of time. Perhaps that is why the Swiss watchmaker has earned such a distinctive place among watch enthusiasts. Its appeal lies not only in the complexity of its movements, but also in its ability to reinterpret design codes, cultural references, and even traditions that might, at first glance, seem worlds apart.

In 2026, the Swiss watchmaker marks a new chapter in Mexico with the opening of its boutique at El Palacio de Hierro Satélite, just north of Mexico City. The new space strengthens its presence in the country while introducing its watchmaking heritage to a new generation of collectors and enthusiasts.

In an exclusive interview with Topics That Transform, Franz Linder, CEO of MIDO, discusses the brand's evolution, its relationship with Mexican culture, and the new direction it is taking in women's watchmaking. The conversation offers a closer look at MIDO's latest releases in Mexico, but also reveals Linder's personal perspective on time, and why the most ordinary moments can sometimes become the ones we treasure most.

^{_{Apertura de la boutique MIDO en El Palacio de Hierro Satélite / Courtesy of MIDO}}

Looking Ahead, Staying True to Its Roots

MIDO is one of those watchmakers that has found ways to evolve through the collections that have shaped its history. From Commander to Ocean Star, each line has maintained a distinctive identity over the decades. But how does a brand introduce something new without losing what made those collections recognizable in the first place? For Franz Linder, the answer lies in evolving while staying true to each collection's original character. Rather than constantly introducing entirely new lines, MIDO continues to develop those that are already part of its heritage.

“Within each collection, we try to build a range that includes entry-level models, a middle segment, and higher-end pieces. We're always looking to introduce something new,” he explained. This approach is reflected in this year's interpretations of Commander and Multifort, including the introduction of a big-date display in a 35 mm case.

The opening of MIDO's boutique in Satélite takes on particular significance in this context. As the brand continues to strengthen its presence in Mexico, it is also introducing three new timepieces: Multifort TV Big Date Día de Muertos Alebrijes, Multifort TV Big Date Special Edition Adventure, and Multifort TV Big Date Chronometer COSC. Together, they reflect the brand's commitment to exploring new possibilities within its established collections. “I'd say this is a very representative year for MIDO. We're working across our four pillars, introducing new pieces, and at the same time discontinuing models that will no longer be produced,” Linder added.

^{_{MIDO Multifort TV Big Date Alebrijes, ref. M049.526.11.081.02 / Courtesy of MIDO}}

Mexico, Where Tradition Meets Time

MIDO's relationship with Mexico goes beyond expanding its presence in the market. It is also about engaging with the country's culture and finding new ways to interpret it through watchmaking. For seven consecutive years, the Swiss brand has drawn inspiration from Día de Muertos, one of Mexico's most meaningful traditions, exploring the connections between memory, time, and the stories passed down through generations.

This year, MIDO returns to the celebration's familiar imagery with the Multifort TV Big Date Día de Muertos Alebrijes, bringing these fantastical creatures into one of its most recognizable collections. Inspired by the imaginative world of Mexican artist Pedro Linares, the alebrijes find a new expression in watchmaking, where imagination and tradition meet mechanical precision.

A skull sits at the center of the dial, surrounded by figures that take on a different appearance in the dark thanks to twelve lacquers and three colors of Super-LumiNova. Inside, the automatic Caliber 80 delivers up to 80 hours of power reserve, while the big-date display features an unexpected detail: the numeral one is shaped like a bone. These elements show how MIDO continues to bring Mexican traditions into its timepieces without compromising the technical qualities that define the Multifort TV collection.

Beyond its design, the choice of alebrijes also invites a closer look at the meaning of Día de Muertos and its relationship with the passage of time. During the interview, the conversation touched on the connection between Mexican traditions, memories, and moments shared with family. It is a particularly fitting subject for a watchmaker: while watches measure the passing seconds, Día de Muertos invites us to remember the people who have been part of our lives. It is a sentiment that also resonates with MIDO's Treasure Your Time philosophy.

^{_{MIDO Multifort TV 35, ref. M049.307.33.296.00 / Courtesy of MIDO}}

MIDO's New Perspective on Women's Watchmaking

It's no secret that women's relationship with watchmaking has changed considerably in recent years. Once largely associated with jewelry and delicate designs, women's watches now occupy a broader space that includes mechanical movements and sophisticated complications. Yet for some established watchmakers, developing women's collections remains relatively uncharted territory. MIDO is no exception.

“I have to admit that women's watchmaking hasn't been one of our strengths, not just in Mexico, but globally,” Franz Linder acknowledged. It is a particularly revealing admission from a brand whose history has largely centered on men's watches and automatic movements. That approach, however, is beginning to change with new additions like the Multifort TV 28 Quartz. “For the first time, we decided to use a quartz movement for a women's model because it allows us to make a much slimmer watch,” he explained.

The decision also reflects a new approach to design and accessibility. According to Linder, quartz makes it possible to offer a more accessible price point while incorporating details such as diamonds. “We think it will be very interesting for women,” he said. His perspective reflects the preferences MIDO has identified among its female customers, while also illustrating how traditional watchmakers are rethinking their relationship with women. For MIDO, this may be just the beginning of a new chapter.

^{_{MIDO Multifort TV Big Date Chronometer, ref. M049.567.11.041.00 / Courtesy of MIDO}}

Franz Linder: The Value of Every Second

There is something particularly interesting about spending a career in watchmaking. You can learn almost everything there is to know about movements, complications, and mechanisms capable of measuring every second with extraordinary precision. Yet there is one question no watch can answer: what makes that time truly valuable? For Franz Linder, the answer has far less to do with mechanics than one might expect.

“Time is something we can never get back. We can't go back and live a second that's already passed,” Linder reflected. It is a perspective he developed many years ago, and one that now finds expression in Treasure Your Time, MIDO's new campaign. “It's not just about life's big moments, but also the small, everyday ones,” he explained. While we tend to remember milestones such as weddings, graduations, or the birth of a child, some of life's simplest moments can come to mean just as much.

Perhaps this is one of the most compelling reflections to emerge from his conversation with Topics That Transform. After discussing new collections, Mexican traditions, and the future of the brand, Linder returns to something far more personal: the importance of appreciating time while we still have it.