Who says watches can’t be fun just the same as they are useful? While the 1970s were towards the tail end of the Space Age, there were still some inspired artistic creations and technological innovations that we look back on fondly today. One such creation was the Amida Digitrend, a funky wristwatch that displayed the time on the edge of the case rather than on the flat part on top. This wasn’t just a stylistic decision but one that allowed you to more easily peer at the time when your hands were affixed, say, to a steering wheel. Today, the Digitrend is getting revived for a new era.
Like so many other brands, Amida didn’t make it out of the quartz crisis but has recently been revived, along with their innovative timepiece. Arguably Amida’s most famous creation, the Digitrend may draw instant comparison to Bulova’s iconic Computron, which came out the same year in 1976. However, the Digitrend isn’t powered by quartz or battery but by a mechanical movement, projected through the patented Light Reflecting Display (LRD). This means that the number discs rotate horizontally — one for the hour and one for the minute — but then the image reflects through a prism crystal to project the image vertically.
Similar to its predecessor in a lot of ways, the 2024 edition is housed in a machined block of 316L stainless steel measuring 36mm x 39mm with sleek, contoured edges. However, the watch is a tad thicker at 15.6mm (versus 14.6mm of the original). Water resistant to 50m, the watch is powered by a Soprod Newton P092 automatic movement with 44 hours of power reserve. Another difference between this and the ‘76 model is the partially opened caseback through which you can see the movement.
Dubbed the Digitrend “Take-Off” Edition, this watch will be available for pre-order starting May 28 priced at CHF 2,900 (~$3,181) with deliveries expected for October. Head over to Amida’s website to learn more.
