Garuda Indonesia Colours Magazine December 2017 | Page 68

66
Lifestyle
MIDO INSPIRED BY ARCHITECTURE
INFLUENCED BY THE SOLOMON R.
GUGGENHEIM MUSEUM
After holding a three-month interactive campaign,
#BeInspiredByArchitecture, the Swiss watchmaker MIDO
has finally chosen the Solomon R. Guggenheim Museum
in New York, USA, as the inspiration for its latest timepiece,
Inspired by Architecture.
The #BeInspiredByArchitecture social
media campaign gave fans of MIDO
watches and architecture given the
opportunity to vote for monuments from
which MIDO would take its inspiration.
Around 100,000 participants from all over
the world joined the campaign and
generated 60 iconic monuments as
nominees. The public and MIDO then
chose the Solomon R. Guggenheim
Museum as the winner.
“What makes a watch a good one? For
MIDO, it involves innovation, quality and
functionality, as well as a timeless design.
Architecture also upholds the same values,”
said MIDO president, Franz Linder, during
the launch of the Inspired by Architecture
timepiece held at the Solomon R. Guggenheim
Museum at the end of October 2017.
These four values are incorporated into the new
watch from MIDO, Inspired by Architecture.
Consistent with its name and the campaign held
by MIDO, the design of the watch features
several elements of the Solomon R. Guggenheim
Museum. The case of the watch resembles the
circular shape of the museum’s exterior, while
the watch dial is inspired by the glass dome of
the museum designed by Frank Lloyd Wright.
With its special design, the Inspired
by Architecture timepiece from MIDO
also offers sophisticated performance.
It is powered by the automatic MIDO
Calibre 80 Si (ETA C07.811 base) movement
complete with a satin-finished dial with a
date window at 3 o’clock. Its satin-finished
case is in stainless steel. For its strap,
MIDO has used black calfskin, which is
soft against the wrist.
With an extraordinary design and
performance, it is no wonder that this
500-piece limited edition timepiece is desired
by many people. One of them is Sam
Dorman, an Olympic silver-medal-winning
diver from the USA, who has a Friend of with
MIDO since 2016, and praised its latest creation.
“This new collection from MIDO is surprising.
I looked at the timepiece up close and then at
the ceiling [of the Solomon R. Guggenheim
Museum to compare]. The architecture of this
watch is amazing,” said Dorman at the event.
As one of the Friends of MIDO, Dorman
admitted that MIDO matches his lifestyle.
As someone who likes classic things, Dorman
has found that the watches, produced by
the company since its establishment in 1918,
suit his style.
In addition, Dorman feels that MIDO
watches are in line with his profession.
“Diving is related to time, consistency and
accuracy. These three important elements in
diving are also possessed by MIDO,”
explained Dorman, who particularly likes
MIDO’s Ocean Star collection.