AMIDA is a creative independent Swiss watchmaker based in Meyrin, Switzerland, operating with a mission to merge the aesthetics of the past with a bold vision of the future. Guided by the philosophy of "where yesterday meets tomorrow," the brand aims to deliver timepieces for individuals who want a physical way to "model the world in their own image." AMIDA positions its watches as a tangible piece of a promised future that has been brought back to redefine the present, highlighting a commitment to reigniting a unique horological vision.
The brand's catalog is currently headlined by the revival of its iconic Digitrend model, offered as the limited-edition Digitrend OSII. A defining feature of this timepiece is its Light Reflecting Display (LRD), a unique system originally patented by AMIDA in April 1973. This technology creates an optical readout using a prism-shaped crystal. Although the watch's movement operates horizontally, the visual image of the hour and minute discs is projected vertically to the wearer. By successfully bringing back the Digitrend with its distinctive aesthetic notes, AMIDA is celebrated for offering something entirely different in the modern watchmaking landscape.
