Who remembers Amida's Digitrend? Directly from the 1970s, the futuristic watch ù with horizontal digital display and mechanical movement ù is back.
The changes of the 1970s represented a real turning point in the world of design and culture in general. The impulse to surprise and astonish was felt in every field: from art to literature, from architecture to watchmaking. Son of that period was a futuristic watch for the time, the Digitrend from the Amida brand, a pilot's watch that combined a mechanical movement with a side display with clear and precise 'digital' readout. Launched in 1976, it differed as a mechanical alternative to other similar models of the same period, such as the Casquette by Girard-Perregaux or the Bulova Computron, all of which were quartz and had LED technology.
It was called a driver's watch because it could be consulted by holding your hands on the steering wheel of the car, displaying the time on the side instead of at the top to make it visible at all times. The reading was actually an optical effect created by a crystal in the shape of a reflective prism. The movement worked horizontally, but the 'image' of the jumping hour and minute discs was projected vertically. Even the case was unconventional, similar to that of a 1970s sports car.
1976-2024: after almost 50 years, Amida's Digitrend is reborn reworked, modernised and improved
The new-generation Digitrend is fitted with a Newton automatic calibre from Soprod.
The Amida brand did not survive the crisis of those years. Its Digitrend, however, which became a symbol of audacity for a new generation of watchmakers, inspired independent watchmaking from the 2000s onwards, as it did for several MB&F models. Today, thanks to the in-depth work of a team consisting of watch designer Matthieu Allègre, entrepreneur Clément Meynier and watch engineer Bruno Herbet, Amida Digitrend is reborn, reworked, modernised and perfected.
While retaining the essence of the 1976 model, the new Digitrend 'Take-Off Edition' features a number of improvements. The automotive-style case, carved from a block of steel, has a more elegant look and better finish, enhancing its fluid profile. The back, now open, reveals the balance of Soprod's Newton automatic calibrenow employed, with 44 hours of power reserve.
Only 9 components for the jumping hours and minutes module of Amida's Digitrend.
The first series of the Digitrend is available for pre-order.
The display of jumping hours and dragging minutes is handled by an in-house developed module, with a double-disk construction and consisting of only 9 components, which serves as both the plate and the case ring. The minute window has been completely redesigned, as has the typeface faithful to the original orange numerals emblematic of the 1970s. The strap is made of calfskin and Alcantara.
This first 'Take-off Edition' of the Amida Digitrend will be available exclusively for pre-order from 28 Mayand for a very limited period of time. Available online and at selected retailers. For information: www.amida-watches.com.
Price2,900 Swiss francs (excluding tax).
