One of the most interesting stories to emerge from Watches & Wonders (and the surrounding events in Geneva that saw literally hundreds of brands exhibiting new novelties) is the seemingly robust state of truly creative watchmaking happening at all price points. Anyone who strolled through the Beau Rivage (where many of these brands were hanging out, either officially or unofficially) can rattle off a list of favorites: SpanceOne, Sartory Billard, Furlan Marri, and Beda’a are just a few that come immediately to mind. Another brand that we saw (in an unofficial capacity – literally a meeting taken in the Beau Rivage lobby) was Amida, which is not a new name in watchmaking, but a rethinking of a heritage brand that we?ll definitely be keeping our eyes on. 
The new Amida Digitrend is a reimagining of a watch by the same name released in 1976. The unusual case shape takes inspiration from both classic sports cars and modern architecture, and the ?driver?s watch? time display is a play on the original LED-style display, designed to be easily viewed from an angle with a hand on the steering wheel. 

Amida has been relaunched by watch designer Matthieu Allègre (whose clients include Lyrique, Simon Brette, and others) and Clément Meynier, founder of Depancel. Their new venture is timed to mark the 50th anniversary of the original incarnation of Amida, and relies on a combination of heritage and nostalgia, as well as some clever modern watchmaking, to ma...