![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjPLMSGheOtvkXu-fumKLUt3dAgOg6j-FKoyJnjGsdzDMrGk5GChbKLc3XotRPizDn3OvA2CGYn4NdpLADlzsvfjrUGasIQzjm0Zs7vU_vZ1lVsUPUbIV8RGXuqhCkVrx2daQSC/s400/amida+digitrend+ad.jpg)
A very rare advertisement of the from the 1976 Basel Fair. Now it's clear that the brand was creatively competing with the electronic digital (LED & LCD) watch market with their "New Generation of Digitals", the mechanical "LRD" (Light Reflecting Display).
The watch was previously featured here-->Link
The Amida Digitrend simply created a hand-wound jump hour digital watch, printed the numbers backward in orange (emulating LED digits), and reflected them sideways through a prism correcting the numbers in the display. Genius!
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXLA3MbGUHz-uCCgi3MEZU106HHPUjTiUuQ1dUICLyQ-_7prbQq_DsJIlAD8eupRGK_3CVVPjsEZrnfTzqY_UC9d6b7pXCPPFyLCFXnwlJHKabgZYRn8mT6jKny7rYJ_V1JMtr/s400/watchismo+amida2.jpg)
![](https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjnTTCCeuphaeRDtM5NKSEXyDHqwV73zassHJreVZl4pDEDAo8CLKozwU7w36WeYta0F1iIuW9MGhvwR5R5nX90XnJWoiICVPNcyVr6sEUlmDC9Yr7yz1PH0s5_9vMEeSir_myj/s400/watchismo+amida1.jpg)
Related Stories;
All Jump Hour Posts
All Digital Posts