AMIDA

Amida is a storied name resurrected from Switzerland's 1970s watchmaking ingenuity. Originally founded in 1928 in Grenchen, the brand earned its reputation through the "Digiturn"—an innovative jump-hour display that presented time through rotating discs rather than traditional hands. After decades of dormancy, Amida has been carefully revived by passionate collectors who recognized its untapped legacy in mechanical digital displays.

The Design Philosophy

Amida's contemporary identity honors its historical innovation. The brand specializes in reissuing and refining the jump-hour complication that defined its peak era, offering modern collectors a genuine connection to 1970s experimental watchmaking. Every design decision emerges from this mechanical legacy—dials are clean and asymmetrical, cases are period-appropriate, and the focus remains squarely on the mesmerizing dance of rotating hour and minute discs.

The aesthetic is disciplined retro-futurism: bold geometric layouts, distinctive typography, and an embrace of mechanical quirkiness that feels refreshingly analog in our digital age.

Standout Collection: The Digiturn Heritage

The Digiturn collection is Amida's raison d'être. Housing reliable automatic or manual movements adapted for disc displays, these watches present hours and minutes through separate windows—an acquired taste for connoisseurs who appreciate mechanical idiosyncrasy. The rotating discs create a kinetic spectacle on the wrist, transforming time-telling into a miniature performance.

Each piece captures the experimental spirit of 1970s Swiss design while benefiting from modern manufacturing precision and reliability.