Description
Black and white 9 3/4″ x 13 1/2″ ad for Mido Wristwatches. This ad has the headline saying “You don’t have to wind” over a picture of seven different wristwatches that men would wear, then the words “any watch on this page” over a picture of seven different watches that would be more fitting for a woman to wear, then it ends the beginning with ” – you never have to wind a Mido“. The text tells you to “Imagine the excitement, the astonishment and the joy of receiving a fine watch that never has to be wound. You give all this when you give a Mido. And it doesn’t matter if he (or she) already has a watch. Time they owned a modern watch – a watch that winds itself. A Mido starts winding automatically the instant you put it on and keeps winding as you wear it. It can’t help but be accurate – its mainspring stays wound at precisely the right tension for perfect timekeeping. Never overwound. Never underwound”. The text goes on for quite a bit longer and don’t forget the 14 watches up above, their numbers and prices.
Source: November 19, 1956 Life magazine.
