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!

And best of all, this ad shows the original bracelet! I've yet to find a Digitrend with that particular style. Most have the band shown below, probably just a few variations were made. A few rare all black models were also produced.

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

Related Stories;
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