Lee Jong Suk Named New Brand Ambassador for MIDO Watches

In 2023, actor and singer Lee Jong Suk, who recently went public with his relationship with IU, has been announced as the new brand ambassador for MIDO.

MIDO, a brand known for over a century of combining technological innovation with bold yet timeless design, has chosen Lee Jong Suk as its ambassador. The brand is renowned for its meticulous watchmaking philosophy, emphasizing craftsmanship and attention to detail.

Lee Jong Suk has captivated global audiences with his nuanced performances and distinct identity, earning admiration for his long-term artistic vision. MIDO describes him as a person who embodies 'modern elegance through restraint, precision, and consistently high standards,' which aligns with the brand's ethos. The philosophy of 'mastering time,' which MIDO upholds, resonates deeply with Lee Jong Suk's consistent passion and dedication to his craft, promising a synergistic partnership.

Lee Jong Suk expressed his thoughts on becoming an ambassador, stating, "Time has become increasingly precious to me. Partnering with MIDO has made me pause to appreciate each moment and reflect on what truly matters."

Franz Linder, CEO of MIDO, commented, "Our collaboration with Lee Jong Suk is rooted in shared values of high standards, creativity, and attention to detail. These principles are central to MIDO and why we attribute meaning to the value of time."

Meanwhile, Lee Jong Suk recently concluded his 2025 Asia Fan Meeting Tour 'With: Just Like This' with great success and is set to appear in the Disney+ series 'The Empress of Rebirth' later this year.

Reported by Kim Se-ah, TenAsia haesmik@tenasia.co.kr