Founded in 1918 in Zurich, Switzerland, Mido entered the Chinese market at the beginning of the 20th century, when it was called "Mido", and was known for its accurate automatic mechanical timekeeping and excellent waterproof quality. In 2000, Mido entered China under the name "Mido" under the SWATCH Group. Swatch's positioning of Mido as "below Longines and above Tissot" was an awkward situation in the early years, but as Tissot gradually proliferated and young people did not want to follow their parents to buy Longines, Mido became the ideal choice.
 
Mido has been inspired by renowned buildings from around the world: the Perfect Collection inspired by the Colosseum, the Great Wall with Chinese symbols, the Helmsman Collection inspired by the Sydney Harbour Bridge, and the Belencyli Collection inspired by Milan's famous Emmanuel II Arcade and Rennes Opera House. In 2008, Mido's chronometer-certified watches ranked seventh among all watch brands, a testament to precision.
 
Mido's Belen Seri can be said to be the best formal watch in the 10,000 yuan class, currently launched to the third generation, all of which use the ETA2836-2 chronometer-certified movement, the watch handle is hidden, the 39mm diameter, 50-meter water resistance, the bottom, the anti-reflective coating sapphire crystal, the lines are simple and comfortable, elegant and agile. All collections are oak stopper crowns with non-locking handles. The cheapest Belen Celi is 4,600 yuan, and there are also styles of more than 10,000 yuan, but the more than 10,000 Belen Celi lacks cost performance and can be transferred to a more high-end brand.