Originally founded in the heart of Switzerland’s watchmaking region, Amida carved its place in horological history with a singular vision: to redefine how time is read. Though lesser known than some of its contemporaries, Amida gained cult status in the 1970s with a creation that looked more like a speedometer than a wristwatch—the Digitrend.

First introduced in 1975, the Amida Digitrend defied conventions with its futuristic design and innovative “direct read” jumping hour mechanism. Housed in a bold, wedge-shaped case with a horizontal display, the Digitrend used a clever prism system to project rotating discs through a lens, allowing wearers to read the time at a glance, much like checking the dashboard of a sports car. It was a watch made for the fast lane—sleek, daring, and unapologetically modern.

Fast forward nearly five decades, Amida has returned with the Digitrend Take-Off Edition, a faithful yet elevated tribute to the original icon. Retaining the unmistakable retro case profile, the new model brings contemporary upgrades including enhanced Swiss mechanics, improved luminosity, and refined finishing. It remains a beacon of the brand’s rebellious spirit and inventive soul.

Today, Amida stands at the intersection of nostalgia and innovation, bringing the golden age of mechanical futurism to a new generation of watch lovers. With its bold aesthetic and unique time display, the Digitrend isn’t just a watch—it’s a statement that the future never really went out of style.