Mido was founded in 1918 by George G. Schaeren in Biel/Bienne, Switzerland. In the 1920s, Mido introduced ladies' watches with color-enameled shaped cases and modern straps as well as timepieces for gentlemen in art deco style. Mido found a market in the flourishing automotive market by producing watches in the shape of radiator grills of a wide range of brands such as Buick, Bugatti, Fiat, Ford, Excelsior, Hispano-Suiza, etc.