Amida - History, Models and Owners' Reviews

Amida is a Swiss watch brand founded in 1925 (Granges), which made its mark in 1976 with the Digitrend presented in Basel: a mechanical “driver” watch with a jump hour readable laterally thanks to an optical prism. After a long hiatus, the brand was relaunched in 2024 with a faithful reissue of this icon.

Origins and rebirth

The original Digitrend was born in the context of the first "digital" and LEDs: Amida then offered a mechanical, economical and spectacular alternative to electronic displays. In 2024, two watchmaking professionals, including designer Matthieu Allègre alongside Clément Meynier (Depancel), orchestrated the return of the brand and the model, on the occasion of its fiftieth anniversary.

Signature: “Driver” prismatic display

Amida's technical DNA is based on a dual principle: a jump-hour/disc timer module and an optical system (LRD, Light Reflecting Display) that straightens the image via a prism for front and side reading on the wrist—practical while driving and visually distinctive. The modern reissue retains this iconic functional language.

Digitrend range today

The current collection offers the Digitrend in Steel, Black, Gold, and Open Sapphire (limited edition), which reveals the architecture through an innovative sapphire cover. The announced retail prices range from approximately CHF 2,900 (Steel) to CHF 4,500 (Open Sapphire). A "Take-Off" edition launched the return in 2024; in 2025, a Digitrend Open Sapphire limited to 150 copies extends the collection.

Construction and movements

The new Digitrend watches combine 70s aesthetics with contemporary specifications (steel cases, sapphire covers and prisms depending on the version, coordinated bracelets). Power is provided by a Swiss automatic movement (Soprod) associated with the proprietary display module. The headquarters operates in Meyrin (Switzerland), with direct sales and a few specialized retailers including Geneva Seal in Chicago (USA) or The Limited Edition in Leicester (UK).

Positioning and audience

Amida isn't looking for watchmaking excess, but rather a clear proposition: a designer watch object, playful and readable, which embraces its "driver's watch" heritage from the 1970s while speaking to today's collectors. The marketing pace (pre-orders, small series) and selective distribution maintain this niche identity.

Conclusion

Amida embodies the successful return of a simple and powerful idea: displaying the time mechanically... like a digital watch. If you're hesitating between Steel, Black, Gold, or the Open Sapphire, rely on the real experience of owners: prioritize the authenticity of Dialicious customer reviews to choose the Digitrend that best suits your needs.

(Updated August 2025)