Introducing AMIDA Digitrend A Cool Watch from the 70s, Officially Back

The timeless DIGITREND driver’s watch, renowned for its blend of retro-futuristic aesthetics, undergoes a rebirth boasting refined finishes, an automatic movement featuring a jumping hour module, a sapphire prism enhancing the side display, and a clear, precise 'digital' readout.

Its shape? Unconventional, to say the least—a vintage piece infused with a modern twist. Nearly fifty years have passed since the AMIDA Digitrend debuted at Baselworld in 1976. From its inception, it epitomized the daring spirit of an entire generation.

As AMIDA approaches its 50th anniversary, two young entrepreneurs, watch designer Matthieu Allègre and Clément Meynier from the watch industry, embark on a new journey for the brand by reintroducing its flagship model. Bruno Herbet, a pivotal talent in AMIDA's revival, tackles the project's technical intricacies. With expertise in micro-mechanical watchmaking and seasoned craftsmanship in the Vallée de Joux, Herbet is instrumental in the brand's resurgence.

While preserving the essence of the original model introduced in 1976, the new AMIDA Digitrend 'Take-Off Edition' introduces several enhancements. The car body-style case, machined from a block of 316L stainless steel with dimensions of 39 mm in width, 36 mm in length, and 15.6 mm in height, has undergone refinement to achieve sleeker aesthetics and improved finishes, enhancing its fluid profile. The subtly redesigned case, now water-resistant to 50 meters, features an open back, revealing the regulating organ of the mechanical self-winding movement.

These technical advancements are complemented by aesthetic refinements, such as the redesigned minute window and completely revamped typography, reminiscent of the original orange digits iconic of the 70s. The logo, crafted by typeface and graphic designer Johann Terrettaz, whose portfolio includes Urwerk and Akrivia, adds a distinctive touch.

In the case of most jumping hour watches, time is displayed using two rotating discs. Positioned flat atop the movement, these discs indicate minutes and hours. However, how does the watch manage to display time on its side? Enter a plastic prism, shaped like a triangle, acting as the watch's crystal. This prism functions akin to a submarine's periscope, projecting the horizontal image vertically. Termed as LRD (Light Reflective Display) technology, it may sound elaborate, but its execution is straightforward. This unique feature adds a touch of sophistication, elevating the watch beyond the ordinary.

The watch is powered by a Swiss movement, specifically Soprod's modern and reliable Newton caliber, operating at 28,800 vibrations per hour (4 Hz) and providing a power reserve of 44 hours. Incorporating an in-house developed module with a unique dual-disc construction of only 9 components.

The journey through time extends to the supple and sensuous strap, crafted from a combination of calfskin and Alcantara, enhancing the watch's captivating presence. This inaugural collector's series, the "Take-Off Edition," will be available for a very limited pre-order period starting May 28th, 2024, with the watch priced at CHF 2,900, equivalent to AED 11,700.

 For more information, please visit the company official website.