ollowing a spectacular re-entry into the world of watch enthusiasts, the Amida Digitrend – the iconic 1970s Swiss ‘casquette’ watch – is making a dazzling comeback. Revived in two fresh versions inspired by its late-1970s origins, it’s set to capture imaginations once again.

This time around, the Digitrend arrives in two versions: one dressed in sleek black for the Classic Black Edition; the other in a bold 4N gold PVD finish, both echoing retro-futurism and the Space Age. The excitement of 1976 is back in 2024, as the watch’s timeless design re-emerges, undimmed and ready to shine.

This summer, as the Paris Olympics opening ceremony pulsated to Cerrone’s iconic electro track Black is Black - released the same year as the Digitrend in 1976 - Amida unveiled two new re-editions. One features a sleek black DLC-coated steel case, while the other, an ultra-limited edition, dazzles with a vintage-inspired 4N gold PVD finish.

The design draws inspiration from the sports cars of the era, blending a futuristic aesthetic with hybrid functionality, combining a mechanical movement with a distinctive “LED-style” display. Instead of a traditional dial, the time is shown on a display beneath a sapphire prism, evoking the dashboard of a sports car or the control panel of a spacecraft.

The case, bold and streamlined, evokes the sleek lines of a sports car or a rocket’s fuselage. Its ergonomic design naturally conforms to the wrist, while the vertical display - designed for easy reading without lifting a hand from the wheel - cements the Digitrend’s status as a true driver’s watch. With a modern and versatile 39.8 mm width, it fits comfortably on any wrist.

The new Amida Digitrend impresses with a host of enhancements. The bodywork-inspired case, crafted from solid block of 316L stainless steel and available in either black DLC or 4N gold PVD, has been subtly refined with improved finishing, while retaining its signature streamlined look.

This distinctive case now features a specially designed case back that reveals the regulating organ of the self-winding mechanical movement. It houses the Soprod Newton caliber (23 jewels), which beats at 28,800 vibrations per hour (4 Hz) and provides a robust power reserve of around 44 hours.

The internal module, developed with a minimalist dual-disc design comprised of just nine components, incorporates jumping hours for optimal efficiency and precise timekeeping, with tight tolerances.

These technical upgrades are accompanied by aesthetic refinements, such as a redesigned minute aperture and reworked typography based on the original orange numerals for hours and minutes, a hallmark of the 1970s. The black DLC steel bracelet is also available with an Alcantara option featuring an orange lining.

The time is displayed through a clever optical effect created by a sapphire prism, allowing for a lateral readout that delivers clear and precise digital readings.

Drawing on the principle of a submarine periscope, where a horizontal image is projected vertically, Amida has named this system ‘LRD’ (Light Reflecting Display). As documented by Patent No. 3,786,626 issued on January 22, 1974 to its inventor Zeno Hurt in Molhin, Switzerland, for AGON Uhrenfabrik Robert Triebold AG, this clever innovation sets the Digitrend apart as a truly extraordinary timepiece.

The Digitrend collection will launch with a hybrid approach. Available on the brand’s website from November 20, with deliveries starting in early December, as it becomes part of a permanent, non-limited collection.

Starting in 2025, the watch will also be available online and through five select ambassadors among the world’s most esteemed and discerning watch retailers, including Chronopassion in Paris, Prkjt8 in Bahrain, Chronométrie Clarence in Geneva, 10 Ten Labs in Jeddah, and Swiss Prestige in Taipei. These industry leaders, true tastemakers, leverage their independence and expertise to champion horological gems, renowned for their technical mastery and sophisticated design.

TECHNICAL SPECIFICATIONS

Digitrend Classic Black Edition

MOVEMENT

• Caliber: Soprod Newton P092, Swiss mechanical, automatic
• Auxiliary module: Jumping hour disc, 9 components, 6 screws
• Developed in-house
• Jewels: 23
• Frequency: 28,800 vph (4Hz)
• Power Reserve: 44 hours
• Thickness Movement: 4.6mm
• Auxiliary module: 2mm
• Finishes: Geneva Stripes, sandblasting and circular graining
• Skeletonised rotor: Rhodium finishes
• Functions: Hours and minutes displayed via two discs (patented LRD system – Light Reflective Display)

CASE

• Material: 316L stainless steel, brushed and polished, black DLC coating
• Dimensions: Width: 39.6mm - Depth: 39mm - Thickness: 15.6mm
• Display prism: Sapphire crystal
• Water resistance: 5 ATM, 50 meters
• Strap: Anthracite Alcantara, orange calfskin lining
• Lug width: 22mm
• Buckle: Stainless steel, black DLC coating, 18mm

WEIGHT: 110 grams

PRICE: CHF 3,250 with Alcantara strap (VAT not included)
CHF 350 surcharge for stainless steel bracelet (VAT not included)