AMIDA

Established in Grenchen in 1925 by Joseph Zwahlen and then relocated to Montreux Ernest Triebold in 1949, AMIDA has continuously evolved. From the outset, the brand distinguished itself by embracing modernity and aligning with contemporary trends, notably adopting pin-lever or visible anchor movements with ‘Rosskopf’ escapements for affordability and competitiveness into the early 1970s. This approach enabled AMIDA to maintain relevance and appeal through changing times.

AMIDA specialized in Jumping Hours products : jumping hour disc and a trailing minutes disc. A Patent No.3,685,283 was filed on November 13, 1970, (same patent number that appears on the back of original Digitrend models).

The read out of the hour and minute discs is actually an optical effect created by crystal in the shape of a prism. The movement operates horizontally, but the ‘image’ projected vertically. AMIDA called its system LRD (for Light Reflecting Display), which was patented under No.3,786,626 on April 5, 1973, on behalf of Robert Triebold.

The Swiss watchmaking brand AMIDA unveils the Digitrend model at the Basel Fair, first ever mechanical “casquette” timepiece, causing a sensation.

2024 marks the great comeback of AMIDA’s Digitrend: reimagined, refined,modernized and perfected through the deep commitment of a team of enthusiasts.