Lee Jong-suk Named New Brand Ambassador for Luxury Watchmaker MIDO

Actor Lee Jong-suk has been selected as the new brand ambassador for Swiss luxury watchmaker MIDO, marking a partnership built around craftsmanship, precision, and long-term artistic vision.

MIDO, a brand with more than a century of watchmaking heritage, announced Lee’s appointment on February 4. Known for blending technical innovation with bold yet timeless design, MIDO has positioned itself around the philosophy of treating time with intention, placing meaning in every detail.

A Shared Philosophy of Precision and Consistency

In introducing Lee Jong-suk as its ambassador, MIDO described him as a figure who represents “modern elegance shaped by restraint, sensitivity, and consistently high standards.” The brand emphasized that Lee’s career defined by steady growth, refined performance choices, and a clear artistic identity closely aligns with its own values.

MIDO’s guiding principle, often described as “the art of working with time,” reflects the patience and discipline required in both watchmaking and acting. According to the brand, Lee’s long-standing commitment to his craft made him a natural fit for the role.

Lee shared his thoughts on the partnership, noting that his perception of time has evolved over the years. “Time has become increasingly precious to me,” he said. “Working with MIDO made me reflect on the value of pausing, feeling each moment, and focusing on what truly matters.”

His remarks echoed the brand’s emphasis on intentional living and mindful craftsmanship, reinforcing the thematic connection between the actor and the watchmaker.

MIDO CEO Franz Linder also commented on the collaboration, describing it as a meeting point of shared principles. “This partnership with Lee Jong-suk begins from a deep alignment in values high standards, creativity, and attention to detail,” Linder said. “These principles are at the core of MIDO and shape the way we give meaning to time.”

Beyond his new role as a luxury brand ambassador, Lee Jong-suk recently concluded his 2025 Asia Fan Meeting Tour ‘With : Just Like This’ across multiple cities. He is set to return to screens later this year through the Disney+ series ‘The Remarried Empress,’ a romance-fantasy project that has already drawn strong anticipation from global audiences.