On the eve of the 50th anniversary of its iconic model, the Digitrend, AMIDA makes a remarkable comeback on the watchmaking scene.
Founded in the heart of the Swiss watchmaking boom of the 1970s, the brand distinguished itself with its avant-garde approach and designs directly inspired by the world of automobiles and the Space Age.
In 2024, two young, passionate entrepreneurs, Matthew Allègre, watch designer, and Clement Meynier, founder of the Depancel brand, decided to relaunch AMIDA, with the desire to remain faithful to the DNA of the house while instilling a contemporary vision.
Together, they reissue the Digitrend with scrupulous respect for its fundamentals: a stainless steel body-style case, water resistance up to 50 meters, a 44-hour power reserve, and above all a lateral sapphire prism display, faithful to the radical aesthetic of the 70s. This return marks not only the rebirth of a cult object, but also that of an independent, innovative watchmaking philosophy deeply rooted in its time.
AMIDA Digitrend Open Saphir: Mechanical transparency for nostalgic visionaries
In 1976, AMIDA created a sensation with the Digitrend, a cap watch with a mechanical digital display, designed for drivers, dreamers and pioneers of time.
Nearly half a century later, the Swiss house is reviving this avant-garde icon in a spectacularly modernized version: the Digitrend Open SapphireA true bridge between watchmaking heritage and contemporary innovation, this limited edition of 150 pieces propels the legendary “drivers’ watch” into the era of technological transparency.
A vision of time, literally projected
Exit the traditional dial. Here, the time is not read from the front but from the side, like on the first pilot watches or the automobile dashboards of the 60s. Thanks to a sapphire prism directly inspired by the submarine periscope, the display is lateral, clear, digital — but mechanical. This system, called LRD (Light Reflective Display), patented in 1973, revives a forgotten technique with rare optical mastery. Each hour jump occurs with striking fluidity, staging a watchmaking ballet where each disc, each reflection, has its role to play.
A sapphire hood as a signature
The case, designed as a Targa bodywork, is an aesthetic statement. Mostly made in sapphire crystal, it opens like a hood to reveal the interior architecture. This bold choice is not just a question of style: it is also the result of 24 hours of work per piece, between machining and polishing, to avoid any optical distortion and provide perfect readability. The synthesis technology Kyropoulos, rarely used at this level of requirement in watchmaking, allows solid blocks of sapphire to be cut with precision to a hundredth of a millimeter.
A Swiss caliber and a simplified complication
Beneath this spectacular transparency beats the Newton caliber from Soprod, a proven Swiss automatic movement with 23 jewels and a 44-hour power reserve. But AMIDA doesn't stop there: it reinterprets the complication of jumping hours with a new internal architecture, reduced to only nine componentsA feat that combines mechanical clarity, reliability and accessibility.
A watch dashboard for CHF 4
Proposed to 4 CHF excluding VAT, the Digitrend Open Saphir places fine artisanal watchmaking within reach of discerning enthusiasts. This price positioning, surprisingly reasonable given the level of finish and technical complexity, responds to a clear desire: to make the exceptional visible — and accessible.
Selective distribution for an insider's watch
To preserve its exclusivity, the Digitrend Open Saphir will only be available in an ultra-limited edition via a hybrid distributionThe 150 pieces will be available on the official AMIDA website from June, as well as at select, exceptional retailers such as Chronopassion (Paris), Clarence Chronometry (Geneva) or, The Limited Edition (UK). So many houses recognized for their sharp eye and their love of timepieces with strong personalities.
Yesterday's spirit, today's clarity
La Digitrend Open Sapphire is not just a watch, it's a statement of intent. This translucent time capsule pays homage to the space design of the 70s, the audacity of pioneers, and the rigor of craftsmen.
In 2025, AMIDA succeeds where so many others fail: reinvent without betraying, modernize without distorting.
In a world saturated with soulless reissues, this new-generation Digitrend embodies watchmaking with character, at once precise, legible, mechanical, and emotional. A watch for those who love to tell the time… differently.
Patrick Koune
