Amida, a historical brand recently brought back to life, has introduced its first watch in more than 45 years, the Digitrend. Based on a historical design from 1976, the new Digitrend features an upright digital jump-hour display and a retro-futuristic design.

While the formula for reviving dormant brands is nothing new, the team behind Amida, led by designer Matthieu Allègre and also includes Clément Meynier and Bruno Herbet, has managed to hit all the right aesthetic notes at a reasonable price.

Initial thoughts

I’ve always been attracted to retro-futuristic design, and watches like the original Digitrend have a distinct appeal. Unfortunately, the quality of the originals left much to be desired. In this context I appreciate what Mr Allègre and his team have accomplished.

Specifically, they’ve managed to improve the design, including the small details like the typography, without diluting the original aesthetic. Additionally, the build quality has improved over the original. The brushed steel case of the new Digitrend is simple but done well.

Most importantly, they’ve installed a much higher quality movement, which is comprised of a Soprod P092 base movement with an in-house designed jump-hour module that adds just nine additional parts. This minimalist approach is commendable and should aid reliability and serviceability.

The hour and minute discs rotate in the same plane as typical hands, but are then ‘projected’ to the vertical time display with a sapphire prism.

The Digitrend’s case is sizeable, though compact by modern standards, and its lug-less design means it should fit comfortably on wrists of all sizes. That said, a consequence of the vertical time display is substantial thickness of over 15 mm, which may take some getting used to. At the same time, legibility is not ideal – but that is not the point of such a watch.

A big selling point of the original Digitrend was its value-oriented positioning, which has been maintained for the new model. At just CHF2,900 in its launch edition, the Digitrend stands out from its peer group thanks to its influential design and jump-hour functionality.

An unlucky icon reborn

The original Amida company was founded in 1925, and produced mainly low-priced generic watches until ultimately going out of business in 1979; one of many victims of the Quartz Crisis.

But in 1976, towards the end of its otherwise forgettable history, the brand introduced the Digitrend, a futuristic mechanical jump-hour watch that offered a ray of hope for the brand. The Digitrend was similar in design to the Casquette LED digital watch launched by Girard-Perragaux the same year (and reintroduced two years ago).

Powered by a disposable pin lever movement, the original Digitrend was positioned as a cost-effective alternative to what was then the latest innovation: quartz watches with digital displays.

Unfortunately for Amida, quartz technology developed so quickly that the brand’s value proposition was quickly undermined, forcing the brand into bankruptcy three years later.

But the impact of the Digitrend lived on, inspiring the likes of Maximilian Büsser’s MB&F and others; the influence of the Digitrend can be clearly seen in the MB&F HM5 and HMX. In fact, Mr. Büsser acquired the Swiss rights to the Amida trademark a few years ago, before handing them to the current team.

Sized comparably to the original, the new Digitrend’s stainless steel case is 39 mm wide by 36 mm tall, and 15.6 mm high. The case has a sleek brushed finish on most surfaces, with the lip around the display and lower edge both chamfered and polished.

Although similar to the original in terms of design, the new Digitrend has be carefully reworked. The typography, for instance, is new but based on that found in the originals, giving it a convincing 1970s feel.

The Digitrend is making its debut with the Take-Off Edition, a limited-production variant available only during the pre-order period. Subsequent versions of the model will be different, most notably in terms of the case back. The inaugural version features an engraving unique to the Take-Off Edition. According to Mr Allegre, other case materials might be on the cards for future editions.

Unlike the original which featured a solid case back, the new Digitrend offers a sapphire crystal window in the case back to view the full balance bridge of the Soprod P092

Key facts and price

Amida Digitrend Take-off Edition

Diameter: 39 mm by 36 mm
Height: 15.6 mm
Material: Steel
Crystal: Sapphire
Water resistance: 50 m

Movement: Soprod NEWTON P092
Features: Hours and minutes
Frequency: 28,800 beats per hour (4 Hz)
Winding: Automatic
Power reserve: 44 hours

Strap: Alcantara and calfskin strap with pin buckle

Limited edition: No
Availability: Direct from Amida online; pre-order window opens May 28, 2024 with initial deliveries scheduled for October 2024
Price: CHF2,900 (excluding taxes)

For more, visit amida-watches.com.