Nearly 50 years after its creation, a 1970s icon (yet another!) is making a big comeback on the watchmaking scene. The brand Amida, a pioneer of Swiss “digital” watches, is relaunching its famous Digitrend watch cap which used to be talked about a lot.
Faithful to the original version but with decidedly contemporary lines, this newcomer was one of the pleasant surprises of Geneva Watch Week 2024!
In 1976, Amida revolutionized Swiss watchmaking with a futuristic watch
In watchmaking, the 1970s were marked by numerous upheavals. Firstly, with the quartz crisis. Then with the emergence of numerous iconic models (the Royal Oak and the Nautilus by Gérald Genta, among others), which sometimes had bold designs.
And at the heart of this era marked by the seal of innovation, one brand managed to stand out in 1976: Amida. Then known for its avant-garde approach, the Swiss brand launched what would be one of the first non-electronic digital watches. The Digitrend stands out indeed with its unique display, a series of rotating discs instead of traditional hands, encapsulated in a case that evokes the shape of a cap, hence its nickname “cap watch”.
This design not only breaks away from the conventional aesthetics of Swiss watches of the time, but also introduces a new way of reading time. Above all, Amida wants to promote ease of use and increased readability by surfing on the new Space Age trend. The case, made of a light alloy and mounted on an integrated bracelet, reflects the industrial design trends of the 70s and the Digitrend is undeniably the star of Baselworld 1976. Quickly, this watch becomes a symbol of modernity and youth, capturing the spirit of a generation in search of distinction and innovation.
However, this will not be enough to secure the future of the brand born in Grenchen in the 1920s. Amida even went bankrupt in 1979, but purists have never forgotten this Digitrend, which continued to inspire independent watchmakers in the 2010s (including a brand like Girard Perregaux).
Digitrend, the coolest new watch around?
In the tradition of Romain Jérôme, De Béthune, MB&F, Urwerk or, more recently, SpaceOne, the Digitrend seems more contemporary than ever… This may be what prompted (a little) Matthieu Allègre and his partner Clément Meynier to revive Amida today.
The first has notably collaborated with brands such as Louis Vuitton, Jacob & Co and Corum and participated in the creation of the Artisans de Simon Brette Chronometer, awarded at the GPHG 2023 and finalist of the Louis Vuitton Watch Prize for Independent Creatives. As for the second, he is passionate about cars and design and created the watch brands Koppo and Depancel.
Accompanied by the engineer and watchmaker Bruno Herbet, the duo has chosen to resurrect not only the brand but also its most iconic watch. The new Digitrend Take-Off Edition obviously retains the characteristic silhouette of the cap, but it is now equipped with cutting-edge technology and modern materials like titanium for the case and an unscratchable sapphire crystal for the cover.
The watch is powered by a Soprod Newton automatic winding mechanical movement, whose reliability is well established and offers approximately 44h of power reserve. It is partially visible through the back of the case, which also benefits from special care. The dial’s design is, of course, not left behind, having been subtly reworked to offer better readability while retaining this orange color so representative of the 1970s.
To complete this retro-futuristic ensemble, the bracelet trades off its metallic look from 1976 for a subtle blend of leather and alcantara… orange on the back!
A declaration of love to a bygone era, but also a declaration of style, the new Digitrend was discreetly presented in the lounges of the Beau Rivage Hotel in Geneva, on the sidelines of Watches & Wonders. But we can tell you that this comeback did not go unnoticed and the resurrection of Amida seems to have been very well received. The trial will however need to be converted from June 1st to 15th for a short pre-order period on Amida’s website, at a price announced at around 2900 euros.
