As a millennial, I have no business harbouring a sense of nostalgia for the 70s. However, the watch industry has drawn me to an era of space-age design, where creativity was fully empowered by technology. This was the era of the Apple I (the first Apple computer), the launch of the two Viking probes designed to explore Mars, and the automotive design icon, the Lancia Stratos Zero by Bertone – all of which define the era in terms of innovation, and “funky” design. Following the precedent set by this decade as one of daring and pioneering Amida first released the Digitrend in 1976, at the Basel Fair on April 24th, and as they would describe it, it caused a sensation for its unconventional case, and time display. 2024 sees the return of this watchmaking legend, powered by a modern movement, and is a clever display of modern watchmaking.
Despite the time of the Amida Digitrend being in the thick of the Quartz Crisis, the original watch did not use the technology that was on trend at the time. Instead, the Amida Digitrend featured mechanical watchmaking, in an affordable 1 jewel movement, or a pin anchor 17 jewel movement variant. Ingeniously, the brand utilised a clever display that they patented as the LRD – the Light Reflecting Display. Shaped like a prism, the crystal projects the horizontal discs of the movement in a vertical arrangement – a display that was often referred to as perfect for drivers, as the driver does not need to take their hands off the wheel to see the time. In an era where many watches of this design went with an LED quartz movement, the Amida Digitrend bucked those trends, and went mechanical. Although the brand went extinct in 1979, the watch would go on to inspire a certain brand and his friends to create their version of the watch, until its rebirth in 2024.
The modern day Amida of 2024 is headed up by enthusiast Matthieu Allegre, his partner Clement Meynier, and engineer Bruno Herbet. The story goes that one of Allegre’s friends acquired 40 Amida Digitrend watches at an auction, and when Allegre held one in his hands, it was love at first sight. The new 2024 Digitrend is machined out of 316L stainless steel, with slight improvements in its finishing and contours to give it a sleeker profile in line with modern manufacturing. The time display echoes the original, with its retro design, and the caseback is partially visible, with the “Take-Off Edition” featuring a view into the balance bridge, as well as a commemorative engraving.
Housed within the futuristic case, is the Soprod Newton calibre, beating at 28,800 vibrations per hour, set with 23 jewels, and features 44 hours of power reserve.
The disc system is ingeniously designed, with only an additional 9 parts needed to convert the movement to display the time on discs.
Pre-orders began on the 28th of May 2024, and Amida will determine how long the pre-order period will be on their website. October 2024 will see the first pieces being delivered, with plans to be stocked at physical retailers in the future, opening the door to collaborations with partners who will represent the brand at its best. The Amida Digitrend is a watch that shows the ingenuity of mechanical watchmaking, and is a piece that will start a conversation with the enthusiast and casual observer alike.
Technical Specifications:
Movement
Caliber: Soprod NEWTON P092, Swiss automatic mechanical winding
Auxiliary module: Jumping hour disc developed in-house with 9 mechanical components and 6 screws
Jewels: 23 rubies
Frequency: 28,800 vph (4 Hz)
Power reserve: 44 hours
Thickness: Movement : 4.6mm, Auxiliary module: 2mm
Finishes: Côtes de Genève, sandblasted, circular-grained, skeletonized oscillating weight, rhodium-plated finishes
Indications: Dual discs, for hours and minutes, respectively (LRD – Light Reflective Display)
Case
Material: 316L stainless steel, satin-brushed and polished
Dimensions: Width: 39.6 mm / Length: 39 mm / Height: 15.6 mm
Crystal: Sapphire crystal reflective prism
Water resistance: 5 ATM (50 meters)
Strap & Buckle: Charcoal Alcantara lined in orange calfskin
Lug width: 22mm, Stainless steel buckle, 18mm
Weight: 110 grams
Price: CHF 2’900.- (excluded VAT)