Amida watches, while not as well known as some of the big Swiss brands, have a fascinating history worth exploring. Founded in the 1920s, Amida is a Swiss watch brand that has made a name for itself through innovation and bold design.
The beginnings of Amida
Amida was founded at a time when Swiss watchmaking was flourishing. In the 1960s, Switzerland was the heart of the global watch industry, with established brands and new emerging companies all competing to offer the best watches on the market. Amida, seeking to differentiate itself, chose an innovative approach to design and mechanism.
Innovation at the Heart of the Brand
What makes Amida watches particularly remarkable is their unique time-reading mechanism. One of Amida’s most iconic models is the Amida Digitrend, launched in 1976. This model is distinguished by its mechanical digital display, a rare innovation at the time. Instead of traditional hands, the Digitrend uses a system of rotating discs to indicate the time, visible through a small window on the side of the case. This technology was not only innovative, but also symbolic of the brand’s boldness and creativity.
The impact of the Quartz Crisis
However, the rise of quartz watches in the 1970s had a significant impact on the traditional watch industry. Quartz watches, cheaper to produce and more accurate, rapidly gained in popularity. Many Swiss watch companies suffered from this transition, and Amida was no exception. Despite their innovative designs, Amida watches struggled to compete with the more affordable quartz watches.
A Modern Renaissance
Despite the challenges, Amida watches have enjoyed a resurgence of interest in recent years. Collectors and watch enthusiasts are rediscovering Amida’s vintage models, notably the Digitrend, for their unique design and historical value. This renaissance is part of a broader trend towards a return to mechanical watches and an appreciation of traditional watchmaking craftsmanship.
Conclusion
The story of Amida watches is that of a brand that dared to innovate in a field dominated by industry giants. Although the brand did not survive the quartz crisis, its legacy lives on through collectors and watch enthusiasts. Amida watches remain a testament to the ingenuity and creativity of Swiss watchmaking in the 1960s and 1970s, marking a unique and fascinating chapter in the history of watchmaking.
Amida is a story that echoes my taste for the unusual and offbeat. This brand, with its famous linear retrograde display watch, made its mark with its audacity and non-conformism. It's a model that has always intrigued and captivated fans of original watchmaking concepts. At Chronopassion, the appeal of such singular timepieces is a matter of course, and Amida is a perfect example.
