DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL
DIGITREND STEEL

DIGITREND STEEL

CHF 3,250.00
Sold out

Taxes included

Join the Crew for the revival of AMIDA and pre-order the most iconic mechanical casquette watch: 

Swiss made

2-year international warranty

Exclusive Take-off Edition :

  • Exclusive Take-off Caseback
  • Limited Edition with Crew Member numbering
  • Combo Alcantara charcoal strap and Metal bracelet
  • Space Age display case 

All Digitrend Take-off editions have been sold and are being currently manufactured. Join the waitlist if a piece become available. 

Select your strap:Metal Bracelet

Delivery expected for November 2024

AMIDA is a Swiss brand and movement manufacturer founded in 1925 in Granges, which later moved to Montreux before collapsing in 1979 due to the quartz crisis. At its peak, AMIDA employed just over 300 people. At Baselworld in March 1976, in the midst of the quartz revolution and the advent of LCD electronic watches, AMIDA introduced a mechanical model with a digital display: the Digitrend. A singular watch, combining two patents: one for its jumping-hour movement, the other for its refraction display using a prism. Also known as the "drivers watch", this watch was a direct inspiration for several independent brands in the 2010s.

We have been passionate since 2015 about what this iconic model represents, namely the retro-futuristic, space-age universe, automotive design and architecture from the 1950s to the 1970s. We are now devoted to redesigning the AMIDA brand with the idea of continuing its history through this fantasized vision of the past, where the future was synonymous with a better world.

Naturally, we started to redesign an authentic version of the Digitrend, seeking to improve every detail while preserving the very essence of the product. First of all, we called on Johann Terretaz, a Swiss graphic designer and typographer. Then our friend and partner, Bruno Herbet, to design a new additional module for the jumping-hour display, compatible with a Soprod Newton automatic movement. Thanks to his background and previous experience as a watch engineer, he was able to find the equation that calculates the exact reflection for an optimal 90-degree display.

As for the rest of the design, Matthieu Allègre redesigned the whole piece; from the typography (based on the original), to the redesign of the case shape and finishes, the Alcantara strap, the steel bracelet, the case back graphics for this limited edition "Take Off" which is a nod to the very first AMIDA logo of 1925, to the imagination of a new packaging that will act as a display and decorative object inspired by the space and retrofuturist universe.

The AMIDA Crew
DIGITREND

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

DISRUPTIVE DESIGN

The car body-style case, machined from a block of 316 L stainless steel, has seen its contours refined for sleeker aesthetics and improved finishes, enhancing its fluid profile.

SPECIAL
COLLECTOR
SERIE

This case back will be exclusively engraved for this take off edition that will only be produced for this revival.

SEE THROUGH
DESIGN

The subtly redesigned case, now has an open back, revealing the regulating organ of the mechanical self-winding movement Soprod’s modern and reliable Newton caliber which offers 44 hours of power reserve.

LRD
LIGHT REFLECTING DISPLAY

There is no luminous or electronic display. So what is the secret? AMIDA’s idea is more than ingenious. The readout is actually an optical effect created by a crystal in the shape of a prism.The movement operates horizontally, but the ‘image’ of the hour and minute discs is projected vertically. AMIDA called its system LRD (for Light Reflecting Display), which was patented under No.3,786,626 on April 5, 1973. A remarkable and singular proposition in horology that makes the Digitrend a watch truly extra-ordinary.

JUMPING HOUR

Unidirectional jumping hours and trailing minutes.

SAPPHIRE
CRYSTAL PRISM

An optical grade sapphire crystal prism reflects the horizontal hour and minute discs, displaying them vertically; the prism also magnifies the numerals for better legibility.

UNIQUE REFINEMENTS

Featuring an in-house developed module with a unique dual-disc construction of only 9 components, doubling as both a plate and a casing ring, this modern movement–with the tightest tolerances–incorporates jumping hours for exceptional efficiency and precision. These technical improvements find themselves amplified by aesthetic refinements, like the redesigned minute window and completely redesigned typography–true to the original orange digits emblematic of the70s.

Dimensions
39.6 mm * 39 mm
Thickness
15.6 mm
Water res
5 ATM
Lugs width
22 mm
Weight
110 g

CASE

Material 316L stainless steel, satin-brushed and polished sapphire crystal reflective prism

ENGINE

Soprod NEWTON P092, Swiss automatic mechanical with jumping hour disc developed in-house module with 9 mechanical components and 6 screws. Côtes de Genève, sandblasted, circular-grained Skeletonized oscillating weight Rhodium-plated finishes.

ABOUT US

Our products are more than just watches; they are catalysts for change. They empower you to break free from constraints, unleash your creativity, and chart your own path. Whether you're a dreamer, a doer, or a disruptor, our brand is your ally in the pursuit of your passions.

CREATIVE MINDS HAVE THE POWER
TO CHANGE THE WORLD

We believe that creativity is not a luxury, but a necessity. It's the driving force behind every breakthrough, every innovation, and every moment of inspiration. Our brand is dedicated to unleashing the full potential of each single visionary mind, empowering them to challenge convention, defy expectations, and rewrite the rules of what's possible.

1925 : AMIDA WAS BORN

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.

1970 : JUMPING HOUR PATENT

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 Amida Digitrend Brings Back The '70s With Its Digital Driver's Watch