Amida Digitrend, the watch that inspired the MB&F HM5, HM8 and HMX is back and this time, with new owners who have retained the essence of the original watch. Here is our hands-on review of the new Amida Digitrend Take-Off Edition.
Review: The New Amida Digitrend Take-Off Edition
The Amida Digitrend Take-Off Edition has a retail price of CHF 2’900.- (excluded VAT). It is available for a limited time only on May 28, 2024 from their official website and selected retailers.
Anyone drooled over Peter’s writeup on the “The Weekend Amazing Six: Watches with digital indications” that he wrote in March? Ever wished that watches with digital indications won’t require you to win the lottery in order to get one? Wait no more as one of the most iconic digital watch is back!
First Impression/ The Case
As promised over the Press Release post that we will meet up with the team, here’s our interaction with them and also the hands on review of the watch. This past weekend, we met the new team at Amida, Matthieu Allègre, Clément Meynier, and Bruno Herbet. They explained to us what have driven them to revive the brand and we could certainly feel their passion behind it. The trio excitedly shared with us that the Amida Digitrend is a driver’s watch that is inspired by the automotive industry.
Matthieu Allègre of Amida Digitrend
The case is sculpted after a sports car’s bodywork which is super evident. From the side profile, it looks like a sloping roofline of the Muscle Cars in the 70s-80s giving it a very strong presence. The case especially around the edges of the display is now rounder with a more quality looking edges around the display than before.
The second obvious improvement that we have noticed is the signed crown of on the new Amida. It features the new Amida logo which is similar to the shape of the case when we look at it directly.
Finally, the last very noticeable difference is the case back of the watch where the “Take-Off Edition” has planet earth engraved on it with a plane. This is to show case Team Amida went for a world tour to introduce everyone their new watch. There is also a tiny display to peep through into the movement showing the balance wheel.
The Dial
The Amida Digitrend described as a driver’s watch as it enables the driver to be able to read the time when you are holding the steering wheel due to the design of the case and the face.
The dial of the Amida is reminiscent the vintage car’s speedometer of the 70s. The new version of the watch retains this flavour, but enhanced! What is brought back is the optical effect readout that they call the LRD (Light Reflecting Display). The effect is generated by a crystal in the shape of a prism similar to the one found in an SLR camera or in a submarine periscope. The movement is laid horizontally, and the prism reflects the hour and minute discs to project vertically.
What Matthew have enhanced is firstly the minute disc where he have added a minute markers which enables the user to tell the time right down to the minute unlike the older variant which disc only shows 5 minutes indications.
The Movement
Soprod movements are fast becoming the industry norm for watch brands who do not have their own in-house movement. The base movement for the Amida Digitrend is an automatic Soprod NEWTON P092. Amida adds their very own module to drive the jumping hour discs. The module is made up of 9 mechanical components and 6 screws. Despite having an additional module, the power reserve still remains at 44 hours. This module also fits above the P092 movement which is then screwed into the casing to secure the movement on it. Since the casing is quite a unique shape, without the module, the round Soprod movement would not fit as snugly into the case where it fills it nicely.
Finishing wise, the movement features Côtes de Genève stripes on the bridges and sandblasted finishes is clearly evident on the main plate. The digital display watch features a skeletonized oscillating weight with rhodium-plated finish. The above finishes are barely noticeable via the tiny window on the case back. But we examined the uncased movement and find the finishings are to be well within expectation for a watch within this price range.
The Bracelet
The “Take-Off” edition comes with two strap options. One is the alcantara strap which reminds one of the seats in the modern supercars such as the Porsche GT3 RS. But what stole the show for us is the beautiful and magnificently well machined steel bracelet. A quick release system allows one to switch between the bracelet and strap with ease to match up with one’s outfit of the day.
When Mathew showcased it to us, we first noticed the gorgeous finishing of the bracelet with it’s satin brushed finishing to match the case. Secondly, we noticed that the sides of the watch does not have any rivets to hold the bracelet together. We were told that the bracelet is adjusted by depressing the cleverly hidden pins in the inner side of the bracelet which will enable a simple and quick adjustment to either lengthen or shorten. This is certainly not new in the market as there were brands that was doing it since the 1970s, but it is now a rare to spot such mechanism of the bracelet due to the high manufacturing cost.
On the wrist, the bracelet fits beautifully and certainly cause no risk of “deforestation” on Stanley’s slightly hairier wrist. Furthermore, the sides of the bracelet was well finished in a way that shirt cuffs will not be “eaten” by sharp edges. The Amida has beautifully rounded edges.
Competitive Landscape
In this price range, there are not many digital indication watches that are available for the Amida to go up against. But let’s look watches that are similar and
1) The Original Amida Digitrend
The first watch that the Amida Digitrend “Take-Off Edition” is up against is it’s predecessor. The predecessor basically does everything that the “Take-Off Edition” does and some might boast that the vintage version is the Original. All the above can be done at a fraction of the price of the “Take-Off Edition” should you be able to find a pristine example. However if you are to get us to pick, we would have gone with the new and improved version instead.
2) Girard Perregaux Casquette 2.0
How can we compare the Amida digitrend without comparing a watch that have a similar shape. It is the Girard Perregaux Casquette. Similarly, the Casquette is also a watch that breathed back into life recently and has a digital indication as well. However, the Casquette is driven by a quartz movement and have an LED display which departs from the Amida. The Casquette requires it’s user to press the button to be able to activate the LED display which sometimes might be a hassle. Pricing wise, the Girard Perregaux is sold at a premium as compared to the Amida at CHF 4,500. Should we have to choose a watch to buy between the GP and the Amida, the Amida really seems to be the the one most emotionally and logical choice. We also heard our wallet thanking us for it.
Picture courtesy of Girard Pirreagux
Amida Digitrend is the watch that inspired the MB&F HM8. Though the watches are miles apart in terms of price range but one cannot help but compare between them due to their similarities on how time is being reflected to their user and their automotive inspired design. However, the similarities stop there as the MB&F is the gun in this knife fight due to the gorgeous material that is being used, the display case-back flaunting it’s beautiful oscillating rotor.
The story does not even stop there. In the MB&F release discussion with Max Büsser, he gives due credit to the Amida but further improves on the design and taking cues from the modern hyper cars.
Bonus Comparison: Tudor Ranger 39mm
And yes, a comparison with a Tudor. Reason is very simple, the Ranger is in a similar price range as the Amida Digitrend and certainly one that has a history to boot. This particular offering from The Shield celebrates the adventurous spirit of the pioneers of arctic exploration. The British North Greenland Expedition left for a two-year scientific mission studying ice sheets in Greenland. Equipped with the brand-new Oyster Prince model, TUDOR’s first watch that was both automatic and waterproof. The team was also tasked to gather performance data for the 30 Oyster Prince watches that would be worn under extreme conditions.
Secondly, the price point where they are both in the CHF 2,800-2,900 region makes it a difficult case to choose. The Tudor is certainly more user-friendly for daily wear with an impressive in-house movement with silicon hairspring that makes it a GADA (Go Anywhere Do Anything) watch. While the Amida Digitrend is a watch with a very avant garde design that will certainly turn heads. So which would you choose?
Conclusion
Let’s be frank, in this price range, there is no other competitor for the digital indication with such history and such cutting edge design. The first execution from the revived brand have been executed perfectly with a great product, great make and quality while still retaining the flavour of the original watch. We are certainly impressed with the “Take-Off” edition and looking forward to see what’s next from Amida.
