ACTOR LEE JONG-SUK APPOINTED BRAND AMBASSADOR FOR SWISS WATCHMAKER MIDO Lee Jong-suk has been appointed as the new brand ambassador for Swiss watchmaker Mido, a collaboration grounded in shared principles of discipline, precision and longevity. Over the course of his career, Lee has cultivated a reputation for focus and consistency, building a body of work defined by intention rather than speed. That measured approach finds a natural parallel in Mido’s philosophy, which has long prioritised technical innovation and timeless design over transient appeal. Reflecting on the partnership, Lee has spoken of time as something increasingly valuable, to be treated with care and awareness. It is a sentiment that aligns seamlessly with a brand whose identity is shaped by craftsmanship and endurance. This appointment is not about spectacle. It is about alignment — a quiet confidence in values that do not need to announce themselves to be understood. Brand Ambassador: Lee Jong Suk jongsuk0206 ...