The Digitrend Steel, Black, and Gold by AMIDA Watch Company.
Driving Time Forward: The AMIDA Digitrend’s Retro-Futuristic Revival
The Bold Return of the AMIDA Digitrend: A Retro-Futuristic Marvel
The original Digitrend, released in 1976, was met with acclaim for its innovative design and unique display. It quickly became a cult classic among watch enthusiasts and solidified AMIDA’s reputation as a brand at the forefront of horological innovation. The reissue pays homage to this legacy while incorporating modern advancements.
In the golden age of space-age design and retro-futurism, few creations have captured the spirit of innovation like the AMIDA Digitrend. Originally unveiled at Baselworld in March 1976, the Digitrend stood as a mechanical marvel during the height of the quartz revolution, blending cutting-edge technology with timeless design. Today, this iconic piece makes its triumphant comeback with the release of the understated Digitrend Gold, Black, and Steel Edition and the highly sought-after Take-Off Edition.
The Origins of AMIDA: A Swiss Legacy
Founded in 1925 in Granges, Switzerland, AMIDA Timepieces rose to prominence as a distinguished watch and movement manufacturer. Over the decades, the brand relocated to Montreux, establishing itself as a beacon of Swiss craftsmanship before succumbing to the quartz crisis in 1979. At its peak, AMIDA employed over 300 skilled artisans and engineers who pushed the boundaries of horology.
In the mid-1970s, as the watch world embraced LCD displays and electronic timekeeping, AMIDA boldly ventured into the mechanical frontier with the Digitrend. Dubbed the “Driver’s Watch,” it featured a unique jumping-hour mechanism paired with a prism-based Light Reflecting Display (LRD) that revolutionized how wearers read time. Designed for ergonomic visibility while driving, the Digitrend became a cult classic, inspiring a generation of watchmakers.
A Modern Revival: The Digitrend Gold, Steel, and Black Editions
AMIDA’s modern-day revival is driven by a passion for retro-futurism and mid-century design. The Digitrend Gold, Steel, and Black Editions channel the spirit of the original, combining advanced engineering with luxurious aesthetics. Johann Terretaz, a renowned Swiss graphic designer, reimagined the typography based on the 1976 model, while Bruno Herbet engineered a new module for the Soprod Newton automatic movement, ensuring the precision of the jumping-hour display. The prism’s reflective mechanics have been fine-tuned for optimal clarity, with a seamless 90-degree display angle that enhances readability and style.
Design Details: An Ode to Retro-Futurism
Every element of the Digitrend Gold Edition is a masterstroke in design:
Case and Finish: Redesigned by Matthieu Allègre, the case features sleek lines and refined finishes that pay homage to the original while elevating its sophistication.
Straps: The watch comes with two bands—a soft Alcantara bracelet that echoes the tactile luxury of classic automotive interiors, and a metal bracelet featuring spring-loaded links for unparalleled comfort.
Case Back: The limited-edition “Take Off” version incorporates the inaugural AMIDA logo from 1925, adding a nostalgic touch to this modern masterpiece.
Packaging: Inspired by space-age architecture, the packaging doubles as a display and decorative object, embodying the retro-futuristic ethos of the brand.
Why the Digitrend Matters
For the discerning watch collector, the Digitrend Gold Edition offers a rare opportunity to own a piece of horological history reimagined for the modern era. Its blend of vintage aesthetics and contemporary craftsmanship makes it a standout addition to any collection
The Digitrend isn’t just a watch; it’s a statement. It’s a celebration of a bygone era when technology and art intersected in the pursuit of a better world. With its sleek “casquette” design and groundbreaking functionality, the Digitrend became a symbol of individuality and innovation in the 1970s. Its modern resurgence rekindles that same spirit for a new generation of collectors and enthusiasts.
Limited Quantities, Timeless Appeal
Available in strictly limited quantities, the Digitrend Gold Edition is Swiss-made and backed by a two-year international warranty. Priced at CHF 3,500.00 ($3,924.16 USD), it offers an exceptional blend of heritage and luxury. For those seeking an all-metal version, the CHF 3,850.00 ($4,316.58 USD) variant offers an equally stunning option.
A Community of Passion
Since 2015, AMIDA’s design team has been dedicated to preserving the legacy of the Digitrend while reimagining its future. The brand’s commitment to authenticity, sustainability, and retro-futurism resonates deeply with collectors who share a love for mid-century design and bold horological innovation.
Conclusion
The AMIDA Digitrend Gold Edition is more than a watch; it’s a bridge between the past and the future, where craftsmanship and creativity converge. Whether you’re drawn to its retro-futuristic charm, its mechanical ingenuity, or its storied history, the Digitrend is a testament to the enduring allure of Swiss horology. Don’t miss your chance to own a piece of this legacy. Secure your Digitrend today and wear a symbol of timeless innovation.
Visit the AMIDA website or contact an authorized retailer to secure your Digitrend Gold Edition and experience the fusion of heritage and innovation on your wrist.
