Introduction to Anonimo watches at About Time

Florentine horological tradition? Watch- making for the Italian military? Starting to sound familiar? It might to a whole lot of people interested in another brand also rooted in Florence, Italy, but connoisseurs know that outside of these items, there are very few similarities between these two brands known for the very large dimensions of their watches. One may have kicked off a trend with its timepieces, practically achieving cult status, but the other is not so far behind - and doing things its own way. A different way, however intertwined the roots may be. The former is Panerai, which in 1993 released its first modern watch, becoming a hot tip for the trendy connoisseur. It wasn't long until 1997 when it was taken over by the Vendome group (now Richemont) and the brand's production was moved to Switzerland, leaving a group of creative Italian watchmakers, case makers, and designers on the Swiss-Italian border without occupation. The same year, designer and entrepreneur Federico Massacesi founded the other enterprise, using this very team of veteran horological specialists, to continue manufacturing watches in tasteful Florentine tradition. He named his brand Anonimo, Italian for anonymous, to emphasize the fact that these watches are about the individual wearing them - not about the watches as an end in themselves. Massacesi's distinct design and demands on quality for Anonimo are based on two elements: The unique case production and the patented Kodiak strap. The case, made of AISI 316L surgical stainless steel is manufactured in a much different way than most cases. It is "scooped out" on a lathe and turned from the inside, rather than stamped as conventional cases are, to prevent the case from experiencing too much stress. Massacesi's firm belief is that when metal is struck, the molecules are largely restructured, making the metal brittle. The Anonimo style of manufacture results in a case with a more organic feel to it, almost like salt water hitting rocks. The smooth, satinated case sides do not scratch as easily as conventional steel, and they have a truly individualistic appearance. Massacesi introduced another interesting aspect to cases in 2004: the Ox-Pro surface treatment. Ox-Pro is an oxidation process performed on the case's surface to turn it black. It is used by Anonimo in place of PVD coating, for example. In fourteen individual steps, the Ox-Pro process modifies the surface molecules of the stainless steel causing them to become darker, obtaining a deep, warm black tone. It is a process that has, until now, been used for military instruments and small weapons and was created by a company in - where else? - Florence. The Kodiak process for the straps is equally as interesting as that of the cases. These straps, originally chosen by Panerai, are created by a patented process that allows leather to be continuously immersed in fresh- or seawater for up to twenty-four hours. No wonder, then, that Panerai was interested. Anonimo SPA now holds the sole patent to the Kodiak process, one that basically makes leather water-resistant. This is an advantage not only in the water, but also in hot, tropical climates where conventional leather is almost uncomfortable when worn for too long- not to mention what it generally looks like after being subjected to water or moist air for extended periods. The Kodiak strap, in comparison, looks fresh as a daisy. Anonimo's first watch, the Millimetri, was released in 1998 to great critical acclaim from watch buyers and professional divers alike in Italy. A cooperation with one of the most important deep-sea diving industrial companies in the world, CN.S. Cooperativa Nazionale Subacquei, allows the Italian brand to have its watches tested firsthand by professionals under real conditions. Anonimo, with its annual production of about 4,000 watches, successfully entered the American and is now positioned at fifty of America's high-end retail shops, the brand is often proudly located next to its countryman, Panerai. But no worries, these watches can truly stand up to any scrutiny that dyed-in-the-wool Paneristi can dish out.

2010: the Renaissance of Anonimo

Florence, March 2010 –Anonimo will now be less… anonymous. Whereas its watches previously bore only the logo they will now be signed with the Anonimo name. The face is also marked “Handcrafted in Firenze”. While these changes may seem superficial, they nevertheless add to the renaissance of the brand.
Anonimo announces some important innovations. The main change in 2010 is that the Anonimo name now appears on the face of the brand’s watches. But this does not mean that Anonimo has changed its philosophy. The brand’s vision is unchanged: watch enthusiasts should be inspired by Anonimo’s craftsmanship, rather than a big designer name.

There is a simple explanation for putting the Anonimo name on the face. While most watchmakers first invest for years to make their reputation and then develop their product, Anonimo has done the reverse, sparing no effort over the past ten years to refine the quality of its watches.

Even though Anonimo has been in existence for a mere twelve years, the brand is acknowledged today as one of the main Italian makers of superior quality mechanical watches. And it has achieved this in an industry dominated by Swiss brands that often date back to the 19th century. This is why Anonimo has decided that the day has come to use its name.

All the 2010 models are also marked “Handcrafted in Firenze”. For all Anonimo watches are indeed ingeniously designed and assembled by hand in Florence. Without this craftsmanship, Anonimo would not be Anonimo. Florence carries on a watchmaking tradition several centuries old and is famous for its artistic heritage. Anonimo was born there…

The company arose out of a workshop where craftsmen have been making watchcases since 1939. The name “Firenze” is deliberately written in Italian, as Italy is the cradle of design and fashion. Anonimo constantly strives for innovative materials and processes, and its innovation often goes hand-in-hand with functionality and beauty.

Although these changes represent a new stage in the life of the brand, one thing is for sure: Anonimo will remain faithful to its mission of sharing with the world the Italian passion for design and technology, especially the Florentine passion for uniqueness and craftsmanship. This is reflected in the design and manufacture of a limited edition of high-performance handcrafted mechanical watches.

About Anonimo

Firenze Orologi distributes the watch brand Anonimo. This is the Italian fine watchmaking company that was founded in 1997 in Florence (Italy) by Federico Massacesi, former executive at the fashion house Salvatore Ferragamo. Although the company is still relatively young, it can boast years of experience in manufacturing hand-made top-quality watches.

Handcrafted watchcases are produced in an artisinal way in ateliers existing in Florence since 1939. By means of its luxurious mechanical timepieces, Anonimo continues the Florentine tradition of watch-making. Anonimo, which means ´anonymous´ in Italian, refers to Massacesi´s philosophy: the product (the watch) is the focus, not an overhyped brand name.

Each year Anonimo makes a very limited number of mechanical watches, made by hand.