Take Off Edition

The AMIDA Swiss brand, pioneer designer of the coolest digital watches of the 70s, marks its grand return in 2024.

 A tribute to a magical decade, a toast to a future unfettered by creative diktats, where ‘Space Age’, boundless enthusiasm and disruptive aesthetics are intertwined. The iconic DIGITREND driver’s watch, with its retro-futuristic style, is reborn with more refined finishes, an automatic movement equipped with a jumping hour module, a sapphire prism for the side display, and a clear, precise ‘digital’ readout.

 The shape? Unconventional to say the least. A vintage piece with a modern twist! It’s been nearly fifty years since the AMIDA Digitrend was launched at Baselworld in 1976. Iconic from the start, it symbolized the audacity of a whole generation and inspired independent watchmaking from the 2000s to the present day.

Though he didn’t have to start with a blank page, designer Matthieu Allègre did see value in aligning the watch with our time. While it preserves the essence of the model first introduced in 1976, the new AMIDA Digitrend ‘Take-Off Edition’ presents a number of improvements. The car body-style case, machined from a block of 316 L stainless steel, has seen its contours refined for sleeker aesthetics and improved finishes, enhancing its fluid profile. The subtly redesigned case, water-resistant to 50 meters, now has an open back, revealing the regulating organ of the mechanical self-winding movement – Soprod’s modern and reliable Newton caliber (23 jewels), which beats at 28,800 vibrations per hour (4 Hz) and offers 44 hours of power reserve.

Featuring an in-house developed module with a unique dual-disc construction of only 9 components, doubling as both a plate and a casing ring, this modern movement – with the tightest tolerances – incorporates jumping hours for exceptional efficiency and precision. Amplifying these technical improvements find themselves amplified by aesthetic refinements, like the redesigned minute window and completely redesigned typography – true to the original orange digits emblematic of the 70s.  The supple and sensuous bracelets, whether in alcantara or stainless steel, complement the watch’s overall eye-catching presence.

Ultimately, choosing an AMIDA Digitrend means joining a special community of enthusiasts. It means embarking on a journey as a founding member of an informal, modern club dedicated to reviving this legendary model.

AMIDA – Pioneering cool watches since 1976