Mido Watch Brand Moves Into Mainstream At Basel Show

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Hidden Gem Mido Watches Build on Dependable Reputation

What those “in the know” happen to know about Mido watches is that this workhorse of a watch is one of the best kept secrets in the industry. Attendees at the Basel jewelry show, the largest annual industry gathering, were impressed by this dependable brand last year and have helped catapult it into its rightful place beside other fashion watches. Again, Mido will have a strong presence at the show slated for March 30-April 6, 2006, in Basel, Switzerland, and is expected to dazzle attendees with more timeless innovation.

Mido watches have a long history for being the first to come up with innovative ways of keeping accurate time. They were the first company to develop unbreakable springs in 1934. Mido is also responsible for the world’s smallest automatic ladies watch which made its debut in 1967. Their Aquadura Sealing System revolutionized waterproof watches. Today, Mido watches lead the production of Chronometer watches. A Chronometer is a high precision (maximum tolerance of -4 to +6 seconds per day) automatic watch movement tested and certified by the Contrôle Officiel Suisse des Chronomètres (COSC), the official Swiss Chronometer testing institute.

Mido watches have earned themselves a reputation for being collectors’ watches with their certifications and beautiful presentations – each coming in an elegant jewelry box. The unique 23-carat power vacuum deposition (PVD) applied to each Mido gold-tone watch ensures that the gold will glimmer against normal wear and resist scratching or flaking. The PVD coating puts a four times harder than steel gold plating on each timepiece.

“This is not your trendy watch that will be fashionable today and discarded tomorrow,” said Zai Zhu, general manager of Customer Service of the IC-Mart. “Mido watches are timeless in their styling and quality and are sure to become tomorrow’s heirlooms.” Classic, aesthetically pleasing designs built upon flawless engineering have positioned the Mido watch as a leader for close to a century.

About IC-Mart

IC-Mart, founded in 2002, is a leading authorized dealer of Mido, Citizen, Orient, Luminox, Vanceur, and Invicta watches. The online Discount Watch Store (http://www.discountwatchstore.com) sells over 700 different watches and over 100 watch accessory items from these lines of high quality, affordable watches.


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