Saturday, February 18, 2017

ANONIMO Watches - Brand Info

Founded in 1997 in Florence, Italy, Anonimo has a long tradition of local watch making. A remarkable variety of models, materials, functions and patents flourish along the banks of the river Arno for the Italian market.  Supported by an additional team in 2009, the brand opens itself to the international market and the collections become more organized. Sold in 2013, Anonimo settles in Switzerland and redefines its structure before starting from a new base.  Today this independent brand fully assumes its personality.  Different entities, different personalities staying true to its original philosophy, a watch should not be worn as a “brand status” but as the expression of the personality of the wearer.

With  an  aestheticism  inspired  by  Italian  elegance,  an  Anonimo  watch  expresses  both  robustness  and  functionality  through  its  distinctive  design  and  solid  case.  The values of originality, seriousness and closeness carry across the two decades. This feeling is reinforced by the careful choice of materials, such as treated or stainless steel or bronze, an element that the brand was one of the first users in watchmaking, and that is still included in each of its lines. Yesterday the watches from Anonimo were developed for professional divers and they refine and affirm their style today.
ANONIMO SpA: 1997 – 2009
Driven  by the  desire  to  bring back  to  life  the  Florentine  watch  industry  after  the  sale  and  departure  of  Officine  Panerai,  Federico  Massacesi,  formerly  of  Ferragamo,  leant  on  the  craftsmanship of the Ambucchi workshop, casemakers since 1939, to found Anonimo. The two collaborators shared the same passion, and the same creative sensibilities, for refined Italian timepieces. Helped by Colonel Dr. Dino Zei, ex-Italian navy officer and former CEO of Panerai,  the  collaboration  was  not  slow  in  bearing  fruit,  thanks  to  innovation  and  the  technical  expertise of each member. Real professional instruments, tailor-made and very sophisticated, are created and aimed at the Italian market.  The  brand  develops  nearly  45  models  and  deposits  several  patents,  both  on  the  technical  construction  and  the  decoration  of  the  watches. 

It is, for example, from this workshop that the first dive watch made from bronze is launched  and several models are  developed for the CNS (Cooperative Nazionale Sommazzatori), one the  world  leaders  in  deep  water  diving.  Composed  of  a  case  forged  in  the  mass  with  typical  Florentine know-how, the watches can withstand enormous pressure. In 2002, Dino agreed to develop a new, eponymous collection, with a more elegant and contemporary approach.

Firenze Orologi: 2009 – 2013
After several years of creativity, inventions and various partnerships with the world of sport, the management team changes but the headquarters remain in Florence. The objective is to make the brand known outside Italian borders and the first ANONIMO watches start to be sold on the Japanese, American and German markets. In tribute to the local traditional knowhow, the watches now bear the inscription "Casemakers in Florence since 1939" on the back and "Anonimo Firenze” on the dial.

The collection is revised, refocused and now falls into four conceptual lines:-
  • The "Sport" line
  • The  "Militare":  distinguished  by  a  cushion  model  with  the  crown  at  6  o'clock  as  a distinctive  element and  a  signature that  is immediately recognisable.  This line is still part of the current collection.
  • The "Professionale Line":  created in collaboration with the CNS (Cooperative Nazionale  Sommazzatori) and its professional extreme divers.
  • The "Dino Zei” models:  stamped with a helmet diving suit on the dial, and a partial transparent caseback.
ANONIMO SA: from 2013 -
Bought by a European investor, the company moves from Florence to Switzerland where its manufacture can meet the “Swiss Made” criteria.  A  new  brand  development  strategy  is  initiated  with  the  restructuring  of  the  teams,  the  development  of  the  international  distribution  networks  and  an  in-depth  work  on  the  collection where only two lines are maintained:  Militare and Nautilo. From now on, the brand  ANONIMO  perfectly  combines  Swiss  precision  with  Italian  style  sport-chic  with  a  strong  personality. The watches are distinguished by a neat and functional design, a clean dial where markers at 12, 04 and 08 o’clock are arranged in a triangle, a reminder of the capital A of ANONIMO.

Important Dates
  • 1997:   Founding of ANONIMO SpA, in Florence, Italy.
  • 1998:  Presentation of the « Millemetri » at Vicenzaoro, the most important exhibition for Italian watchmakers and jewellers. This model has an automatic movement  like all it  future stable mates, and is water resistant to 1000 metres, as its Italian name suggests.  Two models are ‘tested’ by the CNS (Cooperative Nazionale Sommazzatori)  succeeding  to  a  depth  of  2100m  during  their  GEOSTAR  project,  (research  into  oceanographic  geophysics), off the Sicilian coast in October 2002.
  • 2001:  Creation  of  the  Militare  model,  recognisable  by  its  crown  positioned  at  06  hours,  patent filed.
  • 2005:   Presentation of the « Dino Zei » line and its first model: Nemo.
  • 2006:   Dino Zei develops the first Nautilo watch. Appearance  of  Polluce  model  as  a  tribute  the  ANONIMO  watches  used  by  the  professional  divers  who  saved  the  treasures  from  the  boat  of  the  same  name,  shipwrecked in 1841.
  • 2007: “10 ANNI” Special editions, including the Marlin, with its 55mm diameter.
  • 2009: The structure evolves further with Firenze Orologi and international distribution.
  • 2012: To mark the brand’s 15 th anniversary, Dino Zei brings out a book, limited to 800 copies.
  • 2013: The brand moves to Switzerland and is renamed ANONIMO SA.
  • 2015: Presentation of the new collection with the Militare and Nautilo lines.
  • 01 September 2016: Anonimo announces the appointment of its new CEO.  The  role  has  gone  to  Julien  Haenny,  who  has  been  the  brand's Marketing and Communication Director for the last year.
  • 2017: ANONIMO celebrates 20 years.
Patents & Features
  • The U-Lock®: An innovative locking system, exclusive to the Professionale models watch case, featuring an extreme strength watch case.  Finished with an advanced locking waterproof system which  alleviates  torsion  on  the  O-Rings,  and  is  easily  repaired  in  emergency  conditions  without  special tools.  The system exclusively operates with great dimension screws on the dial side that allow the watchcase to open or be released without the watch movement needing to be removed.
  • “Locking Device System ”: A  system  of  articulation  and  protection  of  the  crown,  ensuring  the  watertightness  of  the  winding mechanism. The crown is placed between the lugs, rather than on the side, for ease of handling and less irritation to the wrist.
  • DRASS Double Refined Anonimo Steel Surface: Multiple treatments of the steel to give it a more sober pitch, closer to titanium. The objective is to maximise the resistance to corrosion and fight oxidisation, an exclusivity of the brand.
  • KODIAK k®: The process in which the leather is treated in order to ensure that it remains sealed, making it possible for the leather to preserve its natural qualities. This process does not actually repel water but absorbs it without degrading the leather.
Bronze and ANONIMO
At  ANONIMO,  bronze  watches  hold  a  historical  legitimacy  and  are  the  expression  of  the  Florentine know-how of the brand. The alloy might have different colours depending on the  composition,  but  the  choice  at  ANONIMO  leans  towards  the  warmer  hues.  Besides its resistance to wear and corrosion, bronze also lives and evolves along with its wearer. Indeed, a colour similar to gold at the outset, it becomes darker and acquires a natural luster over time.  This slow and gradual oxidisation gives the bronze watches a unique and vintage look, highly sought after by lovers of this noble and elegant material.

Contact details
Chemin des Chalets 9 – CH-1279

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