Bangkok--15 Nov--Maxima Consultants
The riveted steel and aerodynamic forms of 1930s industrial streamline design: Inspiration of the Multifort. Available at leading department stores or at authorized retails across Thailand. For more details, please call Mido at Tel 02-610-0200.
The new arrival in the Multifort line is a special edition model. With its sports chic, it showcases the Midocolours: orange and black. The black dial with Geneva stripes decoration has strong connotations with Streamline. The orange and black indexes call to mind the rivets attached to locomotives of the period and give this model a resolutely contemporary feel. Strong, reliable and good looking, it has all the characteristics of the Multifort line.
Every age has its own challenges and innovations. The launch of streamlined styling shortly after the birth of industrial design in 1929 was a major turning point in product creation. From now on the focus was on aerodynamic lines and pragmatic ergonomics, while making extensive use of steel and material treatments which enabled certain natural constraints to be mastered and aesthetic standards met.
It was in 1934 that the watchmaker Mido (Swatch Group) first launched its Multifort collection. Led by Georges Schaeren, the engineers and technicians at Mido developed the Multifort. Dependable, robust and resistant with real allure, these qualities made it a reference for rigour and high standards as soon as it was launched on the market. That is why GIs were only too happy to sport this watch, some even going so far as to express their great satisfaction in fine handwritten letters addressed to the company’s head office. These can still be seen in the Mido archives today.
The new Multifort, and more particularly its chronograph model featuring an ETA Valjoux 7750 movement with many refined details and subtle features, clearly confirms the watchmaker’s liking for that age. With a diameter of 44 mm, a thickness of 14.50 mm and water-resistance up to 100 m, the new Multifort is immediately defined as a significant model. But it is also a model which sets great store by aesthetic quality.
Under the sapphire crystal, the dial with its Geneva stripes explores the concept of streamlining. The work done by the Mido design department is clearly visible in its highly successful evocation of the huge plates of steel fitted on the sides of US locomotives. Their fixing rivets are also recalled by the indexes on this watch and the use of applied chapters to mark the quarters. Orange Super-LumiNova treatment ensures optimal clarity of the dial, even at night. In a subtle reference to the Mido colours, the combination of black (dial) and orange (indexes) adds a touch of refinement.
Lovers of luxury watchmaking will also enjoy the opportunity to admire the magic of a self-winding movement manufactured to the highest standards through the mineral crystal fitted on the case back. They will also surely appreciate the oscillating weight with its Geneva stripes decoration, the blued screws and finely circular-grained bridges.
This model is a special edition. It comes in a presentation box created exclusively for the occasion. It is also available with three hands.
The retail price is fixed at 72,000 Baht for chronograph and 37,500 Baht for 3 hands model.
For more information, please contact
Maxima Consultants Company Limited Tel 02-434-8300, 02-434-8547
Suchinda, Saengnapa, Panadda