Many watch brands have sponsorship deals for sports personalities and events, and this is not surprising considering the global coverage that they achieve. But a few brands choose a more marginal area as part of their marketing mix: music. In doing so, they gain exposure to a more restricted group of consumers, with the sort of tastes that make them perfect clients for the brand. Examples are Breguet, which sponsors the Celebration of Excellence series of concerts in Hong Kong, Glashütte Original, which for 12 years has been promoting musical excellence with the Music Festival Award in Dresden, and now Mido, which this year sponsored Piano City in Milan, Venice, Florence and Rome.
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Piano City has been running for six years. It is an event in which for two days and two nights, the city of Milan hosts concerts in the open air, in private homes, stations, on rooftops, in museums, schools, libraries and parks. From dawn to dusk, and right through to the early hours, the city becomes a tribute to the piano, its 88 keys, and the composers who have written for it.
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Mido sponsored four events in Milan in four architecturally-significant locations: Triennale, Bosco Verticale, Galleria Vittorio Emanuele, and Palazzo Litta. Mido is a brand that has always been inspired by architecture, and its Baroncelli Heritage has a profiled bezel inspired by the mouldings of Galleria Vittorio Emanuele, Milan’s covered arcade alongside the city’s cathedral. The watch, pictured in the image celebrating the sponsorship, is a beautiful piece with an automatic movement providing 42 hours power reserve. It is visible through the caseback, and has a decorated oscillating weight.
The watch is 39 mm in diameter (a 33mm version is available for women) and just 7 mm thick. It slips easily under a shirt cuff and, with its sophisticated design, it is perfect as a dress watch. All for a price that makes a Swiss-made mechanical watch available to a wide segment of the market: in fact, it is available for €940. Mido gave a Baroncelli Heritage watch to the four pianists who performed in Milan, and to the winners of the Piano City Milano scholarship funded by Mido. Find out more about Mido watches at the brand’s website.
This year, Piano City has expanded beyond Milan to reach other Italian cities. After the concerts in Milan from 19 to 21 May 2017, the event took place in Venice with concerts on 9 June, and it will be running in Rome on 2 July, and in Florence in September.