Amida brings back the groovy 1970s Digitrend for its 50th anniversary
Borna Bošnjak- Black DLC and gold PVD models join the Amida Digitrend collection as regular production models.
- The 39.6mm x 39mm case uses a sapphire prism to allow for a vertical time readout, powered by a Soprod automatic movement.
- Pricing starts at CHF 2,900, with the choice of Alcantara strap or case-matching bracelet, with a release date set for November 2024 for the steel, and 2025 for the coated models.
If you had a look through the GPHG nominations for this year, more specifically in the Petite Aiguille category, you’d have noted an unusual entrant. This was the Amida Digitrend Take Off Edition, a sold-out model that is now being followed up by a DLC-coated and PVD gold duo set for a regular release. The casquette shape is straight out of the space-age era of the 1970s, but unlike Girard-Perregaux’s Casquette, it employs a jumping hour display with an ingenious solution to allow a novel way of reading the time, with wearable proportions despite the design quirks. And the time is certainly right for its return, as the Digitrend celebrates 50 years since its launch, the company being revived by Matthieu Allègre (designed for the likes of Lyrique, Jacob & Co, and Simon Brette), and Depancel founder Clément Meynier.
Call it a gimmick if you will, but I absolutely love watches like this. Whether you see them as inspired by driver’s tools or spaceships, the Digitrend’s vertical time display is its main drawcard. Rendered in a period-correct typeface and displayed through two white-framed apertures, it’s a simple but legible look, framed by a polished surround of the steel case.
But this watch is still somewhat affordable – so how does it achieve this MB&F-esque display for that price? It takes a bit of clever design, seeing as the ultra-complex mechanical stuff MB&F does would severely impact the cost. In steps the LRD, or Light Reflecting Display, as Amida calls it. This means that the flat jumping hour module fitted to the top of the movement is reflected by the sapphire prism that sits on top of it, allowing it to be read from a 90-degree angle. Think of it as one of those glasses that let you watch TV even if you’re just lying down and staring at the ceiling. Except less janky, I’m sure.
While it’s not as complicated as you may have expected, the extra thickness from the jumping hour module and prism adds up to 15.6mm overall, which is not insignificant. Having said that, I’m also not expecting this to wear like a dress watch – if that’s what you’re after, you’re kinda missing the point. The 39.6mm width and 39mm lug-to-lug keep it nice and compact on the wrist, so you shouldn’t have issues with it jutting out beyond your wrist. 50 metres of water resistance is a commendable effort as well, though I’m guessing no Digitrend will ever see depths greater than the shallow end of a pool.
Except for the high-gloss highlight around the time display, the Amida Digitrend goes for an all-brushed look that’s very much in line with its 1970s inspiration. This is consistent across all three colourways, with a choice of steel, DLC black, or 4N PVD gold finishes. The only thing I can comment on here is the crown. There’s nothing wrong with it per se – it has a nice finish and branding – but I just wish Amida found a way to somehow hide it away. It would make the pebble-like case all the more sleek and unique, though also undoubtedly complicate it further and likely compromise both the price and water-resistance.
Normally, I have no issue deciding whether I prefer a watch on the bracelet or strap, but here I’m met with a real dilemma. The flat-link bracelet works super well with the gold Digitrend, and in my opinion takes it even further into spaceship territory.
But the Alcantara strap with the orange backing is a match made in heaven for the steel model, with its inner lining offering lovely contrast against the orange numerals. The fuzzy finish and texture also just totally cement it in its ’70s automotive inspiration… Okay. I think I have found my favourite.
To power this vintage revival, Amida chose the Soprod Newton P092. Currently owned by the Festina Group, the P092 is Soprod’s first take on a properly in-house movement, whereas its previous A10/M100 movements were based on the Seiko 4L line. It’s essentially an alternative (though importantly not a clone) of the ETA 2824, and offers similar specifications – in this case a 44-hour power reserve and 4Hz beat rate, with an adapted jumping hour module. The movement’s balance bridge is the only thing visible through the caseback, and I’m not mad about this choice, almost preferring it given the low decoration level of the calibre.
Amida Digitrend price and availability
The new Amida Digitrend trio is now available directly from the brand and its select retailers. The Take Off editions are available now (though currently sold out), while these three models will enter the brand’s permanent collection in 2025. Price: CHF 2,900 (~US$3,300, steel, strap), CHF 3,250 (~US$3,700, DLC, strap), CHF 3,500 (~US$4,000, 4N PVD, strap), CHF 350 (~US$400) for case-matching bracelet
| Brand | Amida |
| Model | Digitrend |
| Case Dimensions | 39.6mm (W) x 15.6mm (T) x 39mm (LTL) |
| Case Material | Stainless steel DLC-coated steel 4N PVD gold steel |
| Water Resistance | 50 metres |
| Crystal(s) | Sapphire prism |
| Dial | Light reflective display, jumping hour |
| Lug Width | 22mm |
| Bracelet and strap | Alcantara, case-matching pin buckle Case-matching flat-link bracelet, folding clasp |
| Movement | Soprod Newton P092 with jumping hour module, automatic |
| Power Reserve | 44 hours |
| Functions | Hours, minutes |
| Availability | Now, in permanent collection in 2025 |
| Price | CHF 2,900 (steel, strap) CHF 3,250 (DLC, strap) CHF 3,500 (4N PVD, strap) CHF 350 for case-matching bracelet |