EMBARK ON AMIDA'S REVIVAL

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BE THE FIRST TO EMBARK ON AMIDA'S REVIVAL

Almost 50 years after the launch of the first Digitrend model, AMIDA announces its revival with a Limited ‘Take off Edition’. Get your collector piece :

DISCOVER

PIONEERING
COOL TIMEPIECE
SINCE 1976.

Dreams are cast into the future. The 1960s and 70s exemplified this like no other era. Then, the imaginable stretched beyond the horizon; the present was infused with the taste of tomorrow. The world was stepping into a new age, leaping towards modernity.

ABOUT US

Our products are more than just watches; they are catalysts for change. They empower you to break free from constraints, unleash your creativity, and chart your own path. Whether you're a dreamer, a doer, or a disruptor, our brand is your ally in the pursuit of your passions.

CREATIVE MINDS HAVE THE POWER
TO CHANGE THE WORLD

We believe that creativity is not a luxury, but a necessity. It's the driving force behind every breakthrough, every innovation, and every moment of inspiration. Our brand is dedicated to unleashing the full potential of each single visionary mind, empowering them to challenge convention, defy expectations, and rewrite the rules of what's possible.

1925 : AMIDA WAS BORN

Established in Grenchen in 1925 by Joseph Zwahlen and then relocated to Montreux Ernest Triebold in 1949, AMIDA has continuously evolved. From the outset, the brand distinguished itself by embracing modernity and aligning with contemporary trends, notably adopting pin-lever or visible anchor movements with ‘Rosskopf’ escapements for affordability and competitiveness into the early 1970s. This approach enabled AMIDA to maintain relevance and appeal through changing times.

1970 : JUMPING HOUR PATENT

AMIDA specialized in Jumping Hours products : jumping hour disc and a trailing minutes disc. A Patent No.3,685,283 was filed on November 13, 1970, (same patent number that appears on the back of original Digitrend models).

1973 : LRD PATENT

The read out of the hour and minute discs is actually an optical effect created by crystal in the shape of a prism. The movement operates horizontally, but the ‘image’ projected vertically. AMIDA called its system LRD (for Light Reflecting Display), which was patented under No.3,786,626 on April 5, 1973, on behalf of Robert Triebold.

1976 : DIGITREND INTRODUCED AT BASEL FAIR

The Swiss watchmaking brand AMIDA unveils the Digitrend model at the Basel Fair, first ever mechanical “casquette” timepiece, causing a sensation.

2024 : BACK TO THE FUTURE

2024 marks the great comeback of AMIDA’s Digitrend: reimagined, refined,modernized and perfected through the deep commitment of a team of enthusiasts.

BE THE FIRST TO EMBARK ON AMIDA'S REVIVAL

Almost 50 years after the launch of the first Digitrend model, AMIDA announces its revival with a Limited ‘Take off Edition’. Get your collector piece :

DISCOVER