Anonimo
Watches
Born on the banks of the Arno in Florence, Anonimo was raised and grew up in Switzerland, a country where watchmaking rules. From its native Italy, the brand conserves the know-how of its craftsmen...
Born on the banks of the Arno in Florence, Anonimo was raised and grew up in Switzerland, a country where watchmaking rules. From its native Italy, the brand conserves the know-how of its craftsmen, experts in the making of watch cases. Watchmaking has always been a part of Florence’s history, from Giovanni Dondi who made its planetarium in the fourteenth century, to Lorenzo Della Volpaia who worked on the calendar and astronomical instruments, and of course Leonardo da Vinci and the mathematician Galileo. More recently the early twentieth century saw the Italian watch industry supply military submariners and divers. But the core of its know-how resides in the excellence of its small businesses, specialists in the design and manufacture of watch cases. They have been able to perpetuate the tradition of attention to detail and meticulous work, using a single machining process at room temperature. In 1997, Federico Massacesi made a smart move when he used their skills to develop a unique brand: Anonimo. Driven by Swiss made movements, Anonimo watches combined solid, tough and elegant Italian design with Swiss reliability and accuracy. The mechanical movements were partially completed with Dubois-Dépraz modules, ETA and Sellita calibres, while all the collections preserved the excellence of design, manufacture and the quality of the materials used: corrosion-resistant stainless steel, bronze, a noble material if ever there was one, and titanium, appreciated for its lightness, durability and hypoallergenic properties.Brand Details
Founder
Federico Massacesi
Brand Strategy
Market segment
Premium
Core business
Watches
Targets
Men
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