Swiss watch brand MIDO introduces its new ambassador, the renowned South Korean actor Lee Jong-Suk, a legendary figure in contemporary Asian culture.
An icon of his generation, Lee Jong-Suk embodies a modern elegance shaped by discipline, precision, and consistently high standards. Through a series of critically acclaimed leading roles in film and television — notably in Pinocchio, W, and, more recently, Big Mouth — he has distinguished himself with nuanced performances, a strong identity, and a long-term artistic vision, captivating an international audience of millions of fans.
These shared values make this collaboration with MIDO a natural fit. 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. A philosophy that resonates naturally with Lee Jong-Suk’s career, defined by consistency, commitment, and the pursuit of a lasting balance between performance and meaning. “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.” — Lee Jong-Suk, South Korean actor
This collaboration is rooted in a shared vision of time as a fundamental value—time that is consciously chosen, fully lived, and shaped by thoughtful decisions. Through this partnership, MIDO and Lee Jong-Suk affirm a common sensitivity to authenticity, coherence, and sustainability, both in creative expression and in the rhythm of everyday life.
“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.” — Franz Linder, CEO of MIDO
Through this collaboration, MIDO strengthens its connection with a contemporary generation that values quality, sincerity, and the meaning of time. A meeting grounded in a shared vision, designed to endure.
