Mido Launches Guggenheim-Inspired Limited-Edition Timepiece at NYC Gala
Press Release
Mido Launches Guggenheim-Inspired Limited-Edition Timepiece at NYC Gala
The special edition will be limited to only 500 pieces and highlights Mido’s commitment to being Inspired by Architecture.
Last night, Swiss watchmaker Mido celebrated the culmination of their #BeInspiredByArchitecture campaign with an exclusive gala held at the Guggenheim Museum in New York City. The gathering honored the launch of a new Mido Inspired by Architecture Limited-Edition timepiece, which features design elements inspired by the Frank Lloyd Wright’s famed architectural marvel.
Mido originally embarked on the three-month #BeInspiredbyArchitecture interactive campaign in August 2016 in the hopes of finding the monument that would inspire its newest timepiece. Fans and architecture enthusiasts alike were given the chance to share, comment, and post about their favorite wonders on social media. From Moscow to Mexico City and Beijing, Mido and its followers immersed themselves in the architectural riches of the greatest metropolises on the planet. After 12 cities and 60 iconic landmarks, Mido's newest source of inspiration was selected– New York's Guggenheim Museum.
On the evening of October 27, guests from around the world were welcomed at The Solomon R. Guggenheim Museum for an invite-only cocktail reception and exclusive sit down-dinner. Private tours of the museum were also available, during which attendees admired the beauty of the building’s spirals, rotunda and other design elements, while also enjoying Mido’s collections.
Prior to the main course during dinner Mr. Franz Linder, President of Mido, took to the stage to welcome guests and unveil the highly anticipated Guggenheim-inspired timepiece, which is limited to only 500 pieces.
“The design of our new Guggenheim-inspired limited-edition timepiece is based on some of the most iconic architectural elements of the museum”, said Mr. Franz Linder. “The beautiful profile of the case resembles Mr. Wright’s iconic outer ring design, while the timepiece’s dial is inspired by the stunning glass dome crowning the edifice”.
As part of the celebration Mr. Linder also introduced a surprise aerialist spectacle. The Grounded Aerial dancers, outfitted in black unitards, performed on a custom-designed structure in the atrium of the museum, clad in orange silks. The dramatic and dynamic accompaniment by the highly-acclaimed Voxare string quartet wowed spectators as they took in the show. Guests clapped as the last aerial dancer ascended to the top of the stage and orange lights raced along the museum's rings, highlighting their architectural beauty
Ultimately, the star of the evening was Mido’s new Inspired by Architecture Limited-Edition timepiece, which was unveiled by the dancers at the end of the performance. The watches had been hidden under frosted glass flower arrangements that served as center pieces on each table all along, adding yet another surprise element to the evening.
As the celebration came to a close, it was easy to see why the Guggenheim Museum and New York City are the perfect sources of inspiration. The watch not only resembles the physical design of the edifice, with its curvy lines and muted colors, but also the essence of the city, its high energy and dynamism, reminding us that time is a precious resource that must be savored.
The Solomon R. Guggenheim Museum beautifully exemplifies Mido’s values of innovation, durability and timelessness. Classic yet also contemporary, this new Inspired By Architecture Limited-Edition further strengthens Mido’s binding relationship to architecture, while paying tribute to one of the greatest design accomplishments.
