Midus 21 Jewels Automatic Date (Cushion Case)
Dress Watch / Daily Wear · Midus. Midus was a 'sub-brand' or lesser-known Swiss/International brand common during the pre-Quartz Crisis era, targeting the affordable luxury or department store market.
Period: Vintage (Late 1960s to Mid-1970s). The cushion-shaped case and sunburst gold dial are quintessential design indicators of the mid-70s aesthetic.
Type
Dress Watch / Daily Wear
Brand
Midus. Midus was a 'sub-brand' or lesser-known Swiss/International brand common during the pre-Quartz Crisis era, targeting the affordable luxury or department store market.
Movement
Automatic/Self-winding, 21 Jewels. Likely a Swiss ETA or A. Schild (AS) base, or a Japanese Miyota/Seiko derivative depending on production origin, featuring a date complication.
Dimensions
34mm - 36mm diameter (excluding crown), 11mm thickness, 40mm lug-to-lug, 18mm lug width. It wears slightly larger due to the square-ish cushion shape.
Description
This Midus is a classic example of the 1970s 'Executive' style. Its gold-on-gold monochromatic look was intended to signify status and modernity during the transition from traditional round dress watches to more experimental geometric shapes. It offers a warm, vintage aesthetic that captures the transition from mechanical dominance to the dawn of the quartz era.
Key Features
Cushion-shaped case, 21-jewel automatic movement, date magnifier, sunburst champagne dial, and integrated lug design.
Dial Description
Champagne/Gold sunburst dial with applied faceted stick indices. Features a date window at 3 o'clock with a magnification lens (Cyclops). Black-tipped baton hands with a central sweep second hand.
Case Material
Gold-plated base metal (Brass/Bronze). The case shows a polished finish on the top surfaces with integrated lugs, typical of mass-market Swiss and Japanese manufacturing of that era.
Crystal Type
Acrylic/Plexiglass (Domed). It features an internal or external cyclops magnifier over the date. Noticeable scratches consistent with poly-methyl methacrylate (PMMA) material.
Bezel Details
Fixed, integrated cushion-style bezel, gold-plated and polished. It is part of the monobloc design of the upper case.
Crown & Pushers
Push-pull crown positioned at 3 o'clock. Small diameter, likely gold-plated, matching the case material.
Bracelet or Strap
Tan/Brown pebbled leather strap (likely ostrich-grain leather or synthetic), featuring matching stitching and a gold-tone tang buckle.
Caseback Details
Likely a stainless steel screw-down or snap-on caseback. Usually contains engravings such as 'Stainless Steel Back', 'Water Resistant', and 'Antimagnetic'.
Movement Type
Automatic/Self-winding, 21 Jewels. Likely a Swiss ETA or A. Schild (AS) base, or a Japanese Miyota/Seiko derivative depending on production origin, featuring a date complication.
Water Resistance
Non-existent by modern standards. Originally rated for 'Water Resistance' (approx 3 ATMs), but should currently be treated as strictly splash-proof only.
Origin & Provenance
Likely Swiss Made or assembly of Swiss parts. Many such brands disappeared during the 1970s Quartz Crisis.
Age Estimate
Circa 1970–1975. The dial text, jewel count, and cushion case geometry are specific to this five-year window.
Cultural Significance
Represents the 'Everyman's' automatic watch from a time when mechanical watches were standard consumer goods before the industry was upended by electronic movements.
Condition Notes
Good / Fair. The crystal shows significant surface scratches; the gold plating on the case edges appears to be thinning (brassing), and the dial remains relatively clean with no signs of moisture ingress.
Value Estimate
$50 - $150 USD. Value is primarily aesthetic and sentimental; the brand does not currently command a high premium in the collector market.
Care & Maintenance
Given its age, it should be kept away from water as gaskets are likely perished. Recommended service every 5-7 years. The acrylic crystal can be polished with Polywatch to remove scratches.
Similar Watches
Seiko 5 Vintage Cushion Case, Omega Constellation 'C-Shape', vintage Bulova Sea King, or Tissot Visodate (Vintage).
Interesting Facts
Smaller brands like Midus often used high-quality 'ebauche' (blank) movements from makers like ETA, meaning that while the brand is obscure, the mechanical heart is often very reliable and repairable.