Swiss watch brand MIDO officially announced that it has selected actor Lee Jong-suk as its new brand ambassador.

MIDO explained that Lee was chosen because the restraint, refinement, and modern elegance he has shown—along with his relentless pursuit of the highest standards—align with the values the brand stands for. Lee Jong-suk is regarded as an icon of his generation with a global fanbase, having showcased precise acting and a distinct identity across numerous works including the dramas ‘Pinocchio’, ‘W’, and ‘Big Mouth’.

With a history spanning more than 100 years, MIDO has built its expertise in fine watchmaking by combining technological innovation with timeless design. This brand philosophy resonates deeply with Lee Jong-suk’s career, which has sought a balance between performance and meaning grounded in consistency and dedication.

Regarding the collaboration, actor Lee Jong-suk said, “Time has come to mean more and more to me,” adding, “Working with MIDO reminded me once again of the importance of cherishing every moment and focusing on what truly matters.”

MIDO CEO Franz Linder said, “Our collaboration with Lee Jong-suk began with shared values—creativity and a focus on detail,” emphasizing, “These principles define MIDO’s direction and are why we place value on every moment in time.”

Through this ambassador appointment, MIDO plans to further strengthen its connection with today’s generation that values quality and authenticity, and to continue collaborations that convey enduring values that stand the test of time.