The AMIDA DigiTrend Steel Watch (€3250) is a true masterpiece of Swiss horology, blending vintage charm with modern craftsmanship. Originally introduced during Baselworld 1976, the Digitrend was AMIDA’s bold answer to the quartz revolution and the rise of LCD watches, featuring a mechanical movement paired with a digital-style display. This unique combination of a jumping-hour mechanism and refraction display, utilising a prism, earned the Digitrend the nickname “drivers watch” for its easy readability even at a glance – inspiring numerous independent brands decades later.
AMIDA, a Swiss brand founded in 1925 in Granges and later relocated to Montreux, ceased operations in 1979 amidst the quartz crisis. However, the legend of AMIDA was far from over. Since 2015, AMIDA has passionately pursued the revival of this iconic model, drawing inspiration from retro-futuristic aesthetics, space-age dreams, and the timeless elegance of mid-century automotive design.
The latest redesign of the Digitrend retains the essence of the original while embracing modernity. Swiss graphic designer and typographer Johann Terretaz worked meticulously on the typography, drawing from the original Digitrend to create a modern classic. Additionally, Bruno Herbet, a seasoned watch engineer, designed a new auxiliary module for the jumping-hour display, ensuring it functions seamlessly with the Soprod Newton automatic movement, and achieving an optimal 90-degree refraction through the prism.
Further refining the piece, designer Matthieu Allègre reimagined the entire watch, from the case shape to the luxurious Alcantara strap lined in orange calfskin and the steel bracelet, giving the Digitrend an authentic and nostalgic flair. The case back graphics honour AMIDA’s heritage with the “Take Off” limited edition – a nod to the brand’s 1925 origins – while the packaging itself is designed to serve as a stylish decorative object, inspired by the brand’s retrofuturist vision.
Key features of the AMIDA DigiTrend Steel Watch include a Swiss-made automatic movement, a 44-hour power reserve, and jumping hours combined with sweeping minutes. The stainless steel case, complemented by a reflective sapphire crystal prism, gives the Digitrend an unmistakable look, while the 5 ATM water resistance ensures durability. This numbered limited edition offers an enduring tribute to AMIDA’s legacy, capturing the imagination of collectors and enthusiasts alike with its blend of sophisticated engineering and timeless design.
