This just in: Swiss watch brand MIDO unveils its new ambassador, the renowned South Korean actor Lee Jong-suk. An icon of his generation, Lee Jong-Suk embodies a modern elegance shaped by discipline, precision, and consistently high standards – values that make his collaboration with MIDO a natural fit.
“Time has become increasingly precious to me. Being part of the MIDO universe reminds me how important it is to slow down, appreciate every moment, and stay connected to what matters most,” said Jong-suk. Through a series of critically acclaimed leading roles in Korean film and dramas, notably in Pinocchio, W and, more recently, Big Mouth, Jong-suk has distinguished himself with nuanced performances, a strong identity and a long-term artistic vision, captivating an international audience of millions of fans.
For over a century, the Swiss brand has cultivated rigorous watchmaking expertise, combining technical innovation with bold, timeless design to create an approach where every detail counts and mastery of time becomes a signature. “This collaboration with Lee Jong-Suk is based on deeply shared values: high standards, creativity and attention to detail. These principles guide MIDO and give meaning to the value we place on every moment,” said Franz Linder, CEO of MIDO.
On top of the collaboration, MIDO has launched the Multifort 8 One Crown, a new timepiece with an urban, contemporary character. Based on the exclusive TECHNOMETRY concept, which combines precision geometry and watchmaking technology, the timepiece is a more refined interpretation that builds on the momentum following its two-crown model.
With its bold geometric aesthetic, striking blue dial, and Caliber 80 movement equipped with a Nivachron™ balance spring, the creation embodies the subtle balance between technical mastery and natural elegance. Like its new ambassador, the Multifort 8 One Crown has a strong, contemporary, and steadfast character. Bold yet balanced, the timepiece can be worn every day – from busy days to long evenings.
