Thursday, June 28, 2007

L.R.D. Light Reflecting Display - Original Amida Digitrend Advertisement

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!

The reverse-printed dials
Made with a few different names
This one by Hudson

Related Stories;
All Jump Hour Posts
All Digital Posts