The Amida Digitrend Steel, Black and Gold Editions

Brands today are enthusiastically revisiting the watch designs of the 1970s, riding a wave of nostalgia that has struck a chord with consumers. These retro-inspired pieces often feature updated characteristics, adding modern functionality to vintage aesthetics. Among the standout designs of that era is the driver’s watch—a timepiece with a digital side display. While this concept traces its origins as far back as 1958 with a prototype by Gilbert Albert for Patek Philippe (featuring a Louis Cottier-designed movement), it wasn’t until the 1970s that the style gained traction. One notable example of a driver’s watch – designed for checking the time without turning your wrist while gripping a steering wheel – was the Amida Digitrend introduced in 1976, a mechanical piece that was able to compete with Girard-Perregaux’s Casquette and its then advanced quartz LED technology. Despite its initial success, Amida was unable to escape the fate of many watchmakers of the time, ultimately declaring bankruptcy in 1979.

The driver’s watch concept has been revisited in recent years, with independent brands like MB&F and Urwerk breathing new life into the genre. Girard-Perregaux also reintroduced its iconic Casquette and Bulova, too, perhaps paving the way for the return of another classic – the Amida Digitrend. This year, the Digitrend makes a comeback thanks to the collaborative efforts of designer Matthieu Allègre, watch enthusiast and entrepreneur Clément Meynier (founder of Depancel), and watch movement engineer Bruno Herbet. Together, they have revived the Digitrend with its futuristic, car-body-inspired case and distinctive digital side display. Now available in three variations, this modern interpretation blends vintage style with contemporary movement.

The three versions of the Amida Digitrend differ solely in case and bracelet finishes: stainless steel with a predominantly brushed look accented by polished details, steel with a black DLC coating, and 4N gold PVD coating. The 50m water-resistant case stays true to the original shape; it measures 39.6mm wide and 39mm in length and tapers from 15.6mm at its thickest point near the display to just 6mm at the opposite end. While its unusual, retro-futuristic aesthetic might not seamlessly match every wardrobe, the Digitrend surprises with its comfort on the wrist. Despite its seemingly chunky proportions, it weighs just 110 grams and wears well. However, the lateral dashboard-style jumping hour display takes some getting used to—requiring a slight adjustment to the habit of turning your wrist to read the time as the turn is no longer needed.

Like its predecessor, the new Amida Digitrend employs a prism, like a submarine periscope, to project back-printed, orange-coloured digits from the horizontally positioned hour and minute discs atop the movement. However, while the original Digitrend relied on a basic 1-jewel pin-lever movement, the new iteration is powered by the modern Soprod Newton P092. This 23-jewel automatic movement operates at a frequency of 28,800 vibrations/hour and delivers a 44-hour power reserve, driving the custom module developed by Bruno Herbet.

In keeping with contemporary trends, there’s a small window in the caseback to see the movement’s balance wheel and transverse bridge. Although the movement’s finishes are not fully on display, they include Geneva stripes, sandblasting, circular graining, and a skeletonized rotor that can be glimpsed through the aperture.

The Amida Digitrend Steel, Gold, and Black variants are each paired with matching bracelets featuring quick-release spring bars. The brand offers an Anthracite Alcantara strap with orange calfskin lining and a steel pin buckle for those seeking an alternative look. Pricing starts at CHF 2,950 for the versions with the Alcantara strap, with an additional CHF 350 for the stainless steel bracelet (VAT not included).

While a few inexpensive quartz LED models on the market emulate the distinctive “Casquette” style, the Amida Digitrend stands apart as a true revival of a near-iconic mechanical timepiece, now modernized and enhanced—a distinction that adds to its value. All versions will be available beginning November 27, both online and through select retailers worldwide.

For more information, visit Amida-Watches.com.