AMIDA
The watch that raced into tomorrow.
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.
Open Sapphire
AMIDA’s cult “driver’s watch” returns with radical clarity. The Digitrend Open Sapphire takes the side-reading jump-hour that turned heads in 1976 and reveals its mechanics under a sculpted sapphire hood—a bold continuation of the original, science-fiction spirit.
Two-thirds of the case is grown in distortion-free sapphire (Kyropoulos method) and hand-polished for more than twenty hours, creating a panoramic window onto the display module. A prismatic sapphire at the nose projects the discs into a vertical readout—like a periscope—so time is read from the side while the movement works on a horizontal plane.
Inside, a Swiss automatic Soprod Newton (P092) drives AMIDA’s in-house jump-hour module (nine-part architecture), tuned for reliability and finished to be seen: Geneva stripes, mirror anglage, tight perlage. Beat rate 28,800 vph with ~44 hours of reserve.
Limited to 150 pieces. Case measures 39 × 42 × 15 mm, with 3 ATM water resistance, a sapphire caseback, and Grade 5 titanium base mid-case. Shipping follows the launch window.
Distinctive, transparent, and unapologetically futuristic—the Digitrend Open Sapphire lets you watch the idea of the Digitrend at work.