INTERNATIONAL. DFS Group has joined forces with Mido to celebrate the premium Swiss watchmaker’s 100th anniversary with the release of an exclusive men’s watch.
The new timepiece is available exclusively at select T Galleria by DFS stores and some of the retailer’s airport shops.
The Mido Commander Big Date features the namesake date complication situated at six o’clock, in the form of a large polished and sandblasted date aperture.
The timepiece also boasts Mido’s flagship automatic movement, the Caliber 80, which offers a power reserve of up to 80 hours. The watch adopts the codes long associated with the Commander line – a black sunray satin-finished dial protected by a round two-tone case in satin-finished stainless steel. The watch is enhanced by a polished bezel with rose PVD treatment.
“DFS is honoured to celebrate Mido’s 100th anniversary with this exceptional watch, and to be chosen as their official travel retail partner to commemorate such a special occasion,” said DFS Group Senior Vice President Fashion, Watches, Jewelry and Accessories Christophe Chaix. “At DFS, we continually seek to offer our traveling customers newness and innovation, and the Commander Big Date is a perfect example of this commitment.”
“We are delighted to celebrate our 100th anniversary with our esteemed long-term partner DFS through special activities and this model,” said Mido President Franz Linder. “The Commander Big Date is a very special timepiece that… symbolises everything that Mido stands for – timeless design, superb quality and technical innovation.”
A Commander Big Date exhibition runs through March and April. The campaign allows consumers to interact via exclusive DFS x Mido photo booths, with ‘Robi the Robot”, Mido’s ambassador first introduced in 1939. The exhibition displays an array of archival pieces showcased alongside current best sellers to narrate Mido’s story over the years.
The exhibitions are featured at T Galleria by DFS stores in Macau and Singapore. Smaller pop-ups appear in T Galleria by DFS stores in Hong Kong and T Fondaco dei Tedeschi by DFS in Venice.
