The brand

The history of

The three basic principles were supplemented by a few more values : elegance and excellence. On the strength of its patented inventions, Anonimo launched several other product lines, including the emblematic "Militare", featuring the famous crown screw-in locking system and completely water resistant push-buttons.

Since 1997, 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.

In 1997, Driven by the desire to bring back to life the Florentine watch industry, Federico Massacesi, formerly of Ferragamo, lean on the craftsmanship of the Ambucchi workshop, casemakers since 1939, to found Anonimo. Helped by Colonel Dr. Dino Zei, ex-Italian navy officer and former CEO of Panerai, the collaboration is 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.

In 2009 the management team changes but the headquarters remain in Florence and the objective is to make the brand known outside Italian borders. The collection is revised, refocused and now falls into four conceptual lines: the "Sport" line, The "Militare", the "Professionale Line" and the "Dino Zei" models.

Bringing together the best of Italian elegance and Swiss watchmaking excellence, Anonimo is led again by a strong, passionate team with a shared philosophy: provide elegant, functional and uncompromising timepieces.