r years, Swatch Group focused Mido’s efforts primarily on Latin America and Asia, two regions where the brand has done exceptionally well. Unfortunately, the brand doesn’t share the same awareness in the States, which I’ve always found strange given the size of Tissot’s (also a Swatch Group brand) American presence. That’s about to change. We learned this year that Swatch Group is now making a concentrated effort to push the brand in America. For lovers of well-priced, solidly-made wristwatches, this is exciting news.