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AMIDA’s Digitrend is a mechanical watch that shows the time like a digital display—but without a screen. Its movement runs horizontally, and a sapphire prism reflects and magnifies the hour and minute indications so they can be read vertically from the wrist. The design debuted in 1976 and returned in a modern version in 2024, retaining that unusual optical display while gaining an automatic Soprod movement and updated materials.
Why the original Digitrend stood out
AMIDA says it was founded in 1925 and introduced the Digitrend at Baselworld in March 1976. The watch paired a jumping-hour display with a prism that redirected the view of the time, giving a mechanical watch a digital-style readout. It was a distinctive answer to the era’s interest in digital time displays, but it did not rely on electronics.
AMIDA says the company collapsed in 1979 amid the quartz crisis. Fratello’s account also places the watch’s debut at the 1976 Basel Fair and says the brand disappeared from the watch scene at the end of the decade. AMIDA’s history and product account and Fratello’s May 3, 2024 article provide the historical context.
How the Digitrend display works
AMIDA calls the optical system LRD, or Light Reflecting Display. The watch’s mechanism operates horizontally inside the case. An optical-grade sapphire crystal prism reflects and magnifies the hour and minute indications so they appear vertically when viewed from above the wrist. The display is mechanical and optical: there is no electronic screen and no luminous display.
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The modern Digitrend combines a jumping hour with a sweeping minute indication. The hour changes in discrete jumps; the minute indication advances continuously around its disc. The arrangement preserves the original’s digital-style legibility while using a conventional mechanical timekeeping system.
AMIDA’s product page reports LRD patent number 3,786,626, dated April 5, 1973, and a separate jumping-hour patent, number 3,685,283, filed November 13, 1970. These patent details are reported by the manufacturer; the patent records have not been independently reviewed here.
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What changed in the 2024 return
AMIDA describes the Digitrend’s modern return as a 2024 revival. The optical display remains the defining feature, but the movement and construction were updated. The listed model uses a Soprod NEWTON P092 automatic movement with a purpose-developed jumping-hour module. AMIDA credits designer Johann Terretaz and watch engineer and partner Bruno Herbet with work on that module, and designer Matthieu Allègre with the rest of the redesign.
| Specification | AMIDA Digitrend Black listing |
|---|---|
| Movement | Soprod NEWTON P092 automatic with jumping-hour module |
| Jewels | 23 |
| Frequency | 28,800 vph (4 Hz) |
| Power reserve | 44 hours |
| Case | 316L stainless steel with black DLC coating |
| Crystal/display element | Sapphire reflective prism |
| Dimensions | 39.6 mm wide × 39 mm long × 15.6 mm high |
| Lug width | 22 mm |
| Water resistance | 5 ATM / 50 m |
| Weight | 110 g |
The movement’s auxiliary module has nine mechanical components and six screws, according to AMIDA. Dimensions, weight, finish and strap details above apply to the Black listing, not necessarily every Digitrend edition.
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What it is like to read and wear
The prism makes the Digitrend a driver-oriented watch: the wearer looks down at the display rather than reading a conventional dial face-on. Fratello’s reviewer notes that the wrist has to be turned to find the right viewing angle. That distinctive glance can be appealing, but it is a practical trade-off if you want to read the time without repositioning your wrist.
The official Black listing gives a 39.6 mm by 39 mm case and a 22 mm lug width. It describes a charcoal Alcantara strap lined with orange calfskin, an 18 mm stainless-steel buckle, and a choice between Alcantara and a metal bracelet. The listed water resistance is 5 ATM (50 m); it is a specification, not a guarantee of suitability for every water activity. Check the current edition details and intended-use guidance with AMIDA.
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Weight figures differ across the sources and versions. AMIDA lists the Black at 110 g, while Fratello reports 91 g for a vintage chromed-case model and 164 g for a new example it discussed. Those figures should not be treated as a single like-for-like comparison: they may refer to different editions, configurations or measurement bases.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Current official listing and how its price differs from the launch report
AMIDA’s official Digitrend Black product page currently displays CHF 3,600.00, excluding taxes. This is the price shown on the manufacturer’s listing, not a confirmed universal price for every edition or market. Check the official product page for current price, stock, options and delivery information.
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That figure is separate from Fratello’s dated report of the 2024 Take-Off Edition preorder price: CHF 2,900 excluding VAT, with a price increase expected after the prelaunch period. It was a launch-period price for that edition, not the current Black listing price.
The official page states that the listed Black model is Swiss-made and carries a two-year warranty; it also presents international shipping and delivery estimates of two to five days. These are listing terms and can change, so confirm them directly before ordering. The official AMIDA store is the verified purchase route covered here.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
