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| "Rebirth" of Anonimo | Rating: 
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| Posted: Mon Apr 15th, 2013 05:07 am |
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13th Post |
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IanM 3T WIS 
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You are right. I am a big fan of the Anonimo bronze (old style) and will get one some day. The new design direction does not have me reaching for my cheque book, or go all wobbly at the Paypal checkout. Every time a manufacturer spits out new design itrerations, we have only two places to go - for or against. IMHO there are too many similar designs that they are trying to (poorly) emulate with this new direction. There are elements of Tony's (2009) Aerowatch Chrono, old Millimetri and some of the Ox-Pro watches in them, but there does not seem to be a good resolution of the elements in any of them. Pity - but makes the "old" versions more collectable, I guess. Nothing worse than an ex-employee going off on a tangent 
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| Posted: Mon Apr 15th, 2013 02:23 pm |
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14th Post |
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Hammerfjord Moderator 
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4 days ago a poor guy written this on the FB Original.A.W.G page:My Zulu time still with local agent for repair since February. Local agent have tried to email Anonimo for the parts require for repair but Anonimo Italy didn't reply. Any friends here stay in Italy can help to make a call to them about this? Thanks! This stinks... Sadly, I'm not surprised: The factory from Firenze must be shut down and who knows where the machines went... I don't think that they was sent to Switzerland at the new relocated "assembly factory": I would bet my boots that those new case are outsourced...Far from Europe. Let's say... Around H.K? All in all, Anonimo Firenze owners better take good care of them watches... Luckily, the ETA movements inside are serviceable by any competent watchmaker: Who's not permitted any mistake since parts(dial/hands) might be close to impossible to get again.
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| Posted: Wed Apr 17th, 2013 06:21 am |
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15th Post |
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movas 3T WIS
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Wow.... looks like they got the guy who designed those Jean Richards to design for them. So sad, they had something good going. BTW, WTF is a guy running in the background have to do with the brand??
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| Posted: Wed Apr 17th, 2013 07:01 am |
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16th Post |
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Hammerfjord Moderator
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movas wrote:Wow.... looks like they got the guy who designed those Jean Richards to design for them. So sad, they had something good going. The jogging city-guy in the background gives you a hint about the new direction in which Anonimo wants to be profiled now. The modern sporty man who jogs in-between his days in the office is the man who will represent Anonimo today. Anonimo is not anymore a military/navy or adventurer watch: It's a fashion brand who at the end, took the very same way as Paneraï... From the successful navy supplier to the small shops of Firenze then the manufactures of Switzerland via the red carpets of hollywood.
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| Posted: Thu Apr 25th, 2013 11:07 pm |
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17th Post |
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stew77 Admin 
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Hammerfjord wrote:movas wrote: That was my response to the Anonimo home page showing the jogger on the front page too movas...wtf for sure??? Such a sad thing to see from a brand with genuine historical roots...I said it before, but I'll say it again...I'm bummed as a fan of the previous brand.  Will - you got all that from the jogger on the front page? Careful my friend...those close to insiders of the new Brand ownership say that the BIG surprise at BaselWorld 2013 will be the introduction of a new line of digital running trainer watches that will rival the likes of the long standing Timex Ironman line (said to be available in a stylish mix of fresh 2013 colors).   Yep...I'm bummed about the state of the brand...
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| Posted: Fri Apr 26th, 2013 05:44 am |
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18th Post |
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Hammerfjord Moderator
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stew77 wrote:Hammerfjord wrote: WTF!!!!???? "Digital running trainer watches" ?? I certainly didn't know but I could foresee them strategy there: It's obvious that they try a whole different profile of the brand. Here's a picture of the new owner by the way...  Just joking, it's a caricature: We call that a "Swedish brats" up here...
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| Posted: Sat Apr 27th, 2013 02:14 am |
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19th Post |
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Hammerfjord Moderator
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The new site opened his catalog under the title: Anonimo Le temps et la matière. Meaning "The time and the matter" in french. I found this line interesting: This automatic watch completes perfectly the Militare line. The new design gives to this model a real modernity. Maybe the "real modernity" is what we dislike: Makes me feel old and grumpy suddenly. Something funny in this catalog: The pictures on the "History" page. On the side of the Anonimo history description, you can observe 3 divers and a dusk view of Florence. On the side of "Anonimo today", you can observe a golfer swinging his club. A brutal transformation: Fitting very well with the famous road jogger who's still there at the bottom of the page. The "Sailor Leopard" model will please the sea-bicycle aficionados... I would say that T.Lex nailed it in his presentation of the Sailor model. I'm turning like him in fact...I'm running out of ink there. http://oceanictime.blogspot.no/2013/04/anonimo-sailor.html Enjoy the visit... http://www.anonimo.com/catalogue/V7-CATALOGUE_16.04.2013.pdf
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| Posted: Sun Apr 28th, 2013 04:32 pm |
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20th Post |
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stew77 Admin
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Agreed Will...agreed! [by the way, you had laughing pretty good at that new owner pic above...nice pink pull-over (not that there's anything wrong with that!) )]I agree with the TLex view of the sailor in his writeup for sure! "I am left feeling rather apathetic, I'm afraid ... But I do find them a little soulless and without charm. And they clearly lack the rich Italian naval and diving heritage of the previous watches". The catalog is a complete joke IMO...seriously, the marketing engine for the brand appears to be headed by the 3rd place finisher is some amateur hour marketing contest! There aren't even any real photos of the watches...just those sterile computer renderings that we've seen before. ...And when the catalog describes the Sailor model as the "most cosmopolitan of Anonimo watches..." Ummm...wtf??? Seriously sad stuff...someone bring me a double single malt please!!! I can't stand to look at this "New Anonimo" anymore!!! (I think the only model that may look pretty good in the flesh will be the Dual Time, but I'm just disgusted by whoever is running the brand now and they won't see a penny from me). The brand has been altogether hi-jacked, had its incredible history and soul ripped from it's chest, and then returned with a legion of fashionista minions pushing the "new" design and marketing scheme...makes me wanna puke!
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| Posted: Sun Apr 28th, 2013 05:49 pm |
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21st Post |
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Hammerfjord Moderator
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I'm with you Chris, even I never owned any Anonimo myself, I'm still not pleased to see this fashionable take-over. There's a very wide gap between the watch lovers who buy brands for what they are in the soul and the people from the high-lights who are running the business takeovers and renewing the designs which they think we all dream of... Those designers working for the business are not specially watch lovers or connoisseurs: They are pencil mercenaries who work for anybody and any product, convincing them employers that they know it all, that they read people's mind, that they will create demand by presenting us subliminal drawings who open our wallets. Arrogant idiots. I wish we had more people spilling them guts here because one thing is for sure: What is told on the forums can't be ignored by the brands. We may own nothing in them business, but we own the right to buy or boycott a product. Anonimo never survived out of intensive marketing: They survived mostly out of the aficionados.
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| Posted: Wed May 8th, 2013 01:45 pm |
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22nd Post |
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Hammerfjord Moderator
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Reading an interview made with David Cypers(The new owner of Anonimo) was really enlightening about what's happening to the brand... It gives you an idea of who he is, what he did before and what is his goal with Anonimo: Namely taking over the Asian market. He really knows "what luxury is about" like he is concluding... Since Anonimo was totally based on a luxury image..? (WTF?) No wonder that those new models are looking like they was coming out from another Hong-Kong drawer: He studied the style perfectly and did hit the nail right on for his exportation http://blog.chronometers.org/2012/04/few-minutes-with-david-cypers.html THURSDAY, 26 APRIL 2012 A few minutes with David Cypers James Henderson - What was your first watch? Was it a gift? Is there a story behind it? David Cypers - My first watch was a citizen chrono watch, it was a gift for my 7th birthday. JH - When you were a boy - what did you want to be when you "grew up"? DC - I could imagine myself as a military officer, but my parents would not allow me. JH - What were you doing before you joined Anonimo? DC - Since the end of my studies (1997) I had been active in the diamond industry in Antwerp (Belgium). I worked as an independent sales agent for a DeBeers Sightholder company, distributing diamonds and diamond jewelry across Europe. JH - Where did you go to school - what did you study exactly? DC - I studied Business Engineering (it is a five year university degree), which culminated in a Masters in Marketing, at Limburg University Centre in Belgium. During my studies I participated in a European inter-university exchange program (Erasmus), and hence I did part of my studies at University College Galway, in Ireland. JH - Being from Belgium - had you ever imagined that you would be running an Italian watch company? DC - When I was 18 I really knew I wanted to run an international business working with Italian design product. However, I did not know in what field it would be. JH - What first brought you to Anonimo? DC - In 2007 I was looking for a watch for myself. I liked Panerai watches a lot at that time (Italian design). I saw the Anonimo booth, and really liked what I saw, especially the Militare Crono, and Istarted to talk to the people at the booth. Instead of ordering 1 watch for myself I decided to buy an entire collection, to become the distributor of the brand in Benelux. I was already distributing diamond jewelry, a parallel industry, in that market space. However, as a man, I have more affinity with watches than jewelry. So over the years my involvement with the company grew. JH - Who else out there is making watches that interest you? DC - Mainly Audemar Piguet. I also appreciate Gerald Genta: almost all of the designs he made. JH - What is it that makes Anonimo special? DC - First and foremost, the indisputable Italian passion for design. The equilibrium in aesthetics is deeply embedded in the Italian culture. Even if Italians make a machine, something entirely functional, they make it look nice! Secondly, the history of watch making (especially diving watches) Anonimo is built upon, for example: 1936: The first Panerai watch: today Dino Zei, the ceo of Panerai from 1972-1997, is part of our team. 1939: Enrico Ambucchi starts a small case factory in Florence: today his workshop since 1959 is our workshop, and his son, Antonio Ambucchi, is our technical director. And the third element is the Florentine artisanal way of making objects. Truly brilliant craftsmanship. JH - Had you always wanted to have/run your own watch company? DC - I always wanted to run my own company. When I was 18, I was elected president of the High School student Association. When I was 21 I was elected president of University student Association. By the age of 17, I really knew I was going to run my own company. My Passion for watches came later, stemming from working in the luxury industry, I appreciate a nice product to work with (a small design object carefully and passionately handcrafted), the product closest to me is a watch. JH - You worked fairly closely with Federico Massacesi and Dino Zei? What are they like to work with? DC - Federico Massacesi is inventive and intelligent, with a passion for design and engineering. Dino Zei is very, very rigorous, a real colonel-engineer! But at the same time surprisingly warmhearted, maybe his aging has increased this quality. JH - What are some of the biggest challenges you are facing right now? DC - Growth in Asian markets. Quality of product still has to improve. Challenging marketing expenditures needed. JH - What is the strongest market for Anonimo right now? DC - It is Asia. JH - I know that it might be hard to choose, but what is your favorite Anonimo of all time? DC - In all honesty, it would be my "first love": The Militare Crono. JH - What do you see as the next big market for Anonimo and Firenze Orologi? DC - China. All Swiss firms are doing 30-40% of their turnover there. We are still not present in that market. JH - What do you like to do in your down time? DC - I like to read novels, watch movies and see plays at the theatre. Spend time with relatives. JH - And as you are from Belgium, it must be asked - favorite Belgian cyclist - Merckx or Freddy Maertens? DC - To be honest I like more today's sports people from our country, for example Tom Boonen in cycling, or Kim Clijsters in Tennis. JH - If you weren't doing this, what would you be doing? DC - My father was an artist, painter and musician. I hope to be able to follow his footsteps one day, into the fine arts. JH - What advice do you have for future watch entrepreneurs? DC - Before anything else, try to get a very thorough understanding of what luxury is about. Labels: Anonimo, Antonio Ambuchi, Chrono Miliare, David Cypers, Dino Zei POSTED BY BLOG@CHRONOMETERS.ORG AT 05:16
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| Posted: Wed May 8th, 2013 01:56 pm |
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23rd Post |
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elemental 3T WIS
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i have found a 6001 professionale gmt for sale for a "resonable" price..but i am having doubts about getting parts and service in the future.
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| Posted: Wed May 8th, 2013 02:21 pm |
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24th Post |
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stew77 Admin
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Thanks for the article link Will...very interesting read. So he states 3 key things that make Anonimo a special brand: 1)Indisputable Italian passion for design. 2)The history of watchmaking that the Anonimo brand was built on. 3)The Florentine artisanal way of making objects...Truly brilliant craftsmanship. And as you said, his advice is "Before anything else, try to get a very thorough understanding of what luxury is about". hmmm...ok...I can understand wanting to drive marketing and increase sales in international markets where luxury watch brands are successfully growing, but this David Cypers has thrown away everything that made the historical Anonimo brand great (even more dumbfounding is that he seems to understand what made the brand great by speaking to the list of 3 above  ), and has gone for high fashion "luxury" with the "New Anonimo Brand".Sheesh...that's one way to do it...
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