Introducing Amida Unveils the Digitrend Open Sapphire

Last year, we witnessed the revival of the retro-futuristic 1970s brand Amida with the launch of its “casquette”-style watch, the Digitrend. Celebrated for its unique digital display, the reintroduction marked a strong comeback. 

Building on that momentum, Amida followed up with three permanent editions, each featuring different case finishes. Now, the watch enters a new chapter with the Digitrend Open Sapphire, a timepiece largely covered by a domed sapphire crystal, offering a captivating view into its mechanical workings.

While preserving the essence of the original 1976 model, the open case is sculpted in the style of a classic car hood, echoing the bold forms of 1960s automotive icons. 

This design language allows the mechanical heart of the watch to take center stage, blending traditional watchmaking with an innovative spirit. Engineering such a case pushed technical limits , each one requires four hours of milling and machining, followed by 20 hours of meticulous polishing, totaling 24 hours of work per case. Every step is crucial to achieving optical properties comparable to the finest lenses.

The new Amida Digitrend "Take-Off Edition" introduces several enhancements. Machined from a block of 316L stainless steel, the car-body-style case now measures 39 mm wide, 36 mm long, and 16 mm thick. Its sleeker profile and refined finish further emphasize its fluid automotive-inspired design. The case is now water-resistant to 50 meters and features an open caseback, exposing the regulating organ of the mechanical self-winding movement.

While previous Digitrend models concealed the time display mechanism, the Open Sapphire reveals it in full, highlighting its distinctive architecture. Time is displayed via two rotating discs placed flat above the movement, one for hours and one for minutes. What makes the display unique is its vertical presentation on the side of the case, enabled by a triangular plastic prism that acts as a lens. This element functions similarly to a submarine periscope, projecting the horizontal time indication vertically.

This optical system, referred to as LRD (Light Reflective Display) technology, may sound complex, but its execution is brilliantly simple. It lends the watch a sense of sophistication and technical intrigue that sets it apart. Inside the case, Geneva stripes enrich the visible interior, adding a refined finishing touch.

Powering the watch is the Swiss-made Soprod Newton caliber, known for its modern design and reliability. It beats at 28,800 vibrations per hour (4 Hz) and delivers a 44-hour power reserve. The movement is fitted with an in-house developed module consisting of just nine components, forming the signature dual-disc time display.

Limited to 150 pieces, the Digitrend Open Sapphire is priced at CHF 4,500 (approximately AED 20,215). It comes fitted with an Alcantara strap lined in orange leather. A metal bracelet is optionally available for CHF 350.

 For more information, please visit the Amida official website.