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stew77 Admin 
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I think we've got at least a few fans of Anonimo here at 3T. I've been a fan of the brand since I first discovered Anonimo a few years ago. The brand, IMO, has suffered from a lack of any real marketing scheme and the pricing (at full retail prices) have continued to raise the eyebrows of watch buyers trying to see the value in those sky high retail price levels. Anyone who has owned the brand likely understands that the watches really make sense when purchased either in the preowned market, or at the deep discount levels that can be found at dealers (grey or other). The brand has never even attempted to offer in-house movements in their timepieces, even though the retail price point might have one expecting it to contain a manufacturing house movement. The designs have historically covered a design space from very classic, simply executed pieces to more polarizing (some would say busy/cluttered designs). Either way, I believe that anyone that has owned one would say they are extremely well built, with much better than average case machining and finishing (including a few unique case finishes...eg. ox-pro, drass), that have served well in reflecting the cool Firenze (Italian) influence that the brand was founded on. Over the past 6 months or so, there have been changes brewing...the Anonimo USA site disappeared and became http://fullcarbonwatches.com/ , the birth child of an all carbon fiber watch from Federico Massacesi (the original founder of the Anonimo and Dino Zei brands in Florence back in 1997). And recently, the global Anonimo website was down altogether and reopened a few days ago with this: http://www.anonimo.com/ ...a cover page with reference to the upcoming Baselworld, and a Militare cased watch with a hideously designed dial and handset (my opinion), a tweaked Anonimo emblem, and in general a watch design that appears to be moving far away from its great Firenze Italian roots and into some sort of fashion watch hell. There are some renderings out there on the web posted by watch-insider, and while I do realize that they are renderings, everything I see here in the design direction rubs me the wrong way.      It looks to me like the Firenze inspired Anonimo of yesterday has been high-jacked and replaced with a 'swiss-made' mish-mash fashion look watch that has lost its connection to the brand. Seems like what may be the beginning of the end for Anonimo...unfortunately.  Would love to hear what you guys think. I much prefer the Anonimo of old...    |
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elemental 3T WIS
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looks like I will have to land my professionale gmt sooner rather than later :/ |
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ericf 3T WIS 
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I'm a huge fan....they have turned to shit....sad. |
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oagaspar Site Founder 
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like most Anonimo fans I am not very happy with this move!. ..time to buy another pre-loved Anonimo before the prices soar,which btw,just flipping through eBay,they have already started to... |
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stew77 Admin
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Looks like we're all of the same opinion here guys! When I first saw the renderings of the new stuff (which was ~ a week after April 1st...I thought, 'this must be an April Fools Day joke'. No joke...I agree with you all, sad stuff!  Elemental - I don't have a Pro case model (yet), but I'm with you...I've got to add one sooner rather than later before the supply really dries up. Eric - well said buddy!...this new face on Anonimo bums me out! Oscar - I'm with you buddy...I've been flipping through the Bay the last few days and noticed the same thing! |
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oagaspar Site Founder
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I'm not sure any Anonimo fans are happy with these new designs...the Anonimo Watch group I belong to on FB went as far as to change their name to the "Original Anonimo Watch Group"...below is a pic from there which sums up the feeling pretty good imho...Anonimos identity crisis! Attachment: anon.jpg (Downloaded 96 times) |
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bigrustypig 3T WIS 
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Still a fan of Anonimo but with this recent discovery, my feelings might change. Nothing beats their classics and simple profiles. Here's my one and only. For a brand to move this way so abruptly, it can only mean a change at the top or at the back (ownership). I remember the horrible phase that Zenith went through when a new CEO came in. How forgettable can he be, huh? I forget his name now. He pushed the designers to make grotesque designs silly enough to be fashion watches. I lost my appetite for the brand from Le Locle, as a result. It was only after that CEO left that Zenith returned to its origins and revamped their designs to the more acceptable and more understandable ones I see today. Of the designs Chris posted from the new Anonimo, I didn't like a single one. I guess they can now be called AnoniNO! |
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Hammerfjord Moderator 
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Are we looking at a rebirth? I don't think so! Are we looking at a bad mutation? The answer is: Yes! Seriously... I wonder what is the new goal of Anonimo if not covering wrists in the VIP night-clubs...? I agree there, those dials are so fashionable that the military case looks misplaced. I was expecting an evolution toward in-house movements but this is taking the cake. This "swiss Made" is a bad sign into my eyes: You can forget the manufacture in Firenze Italy and say hello to the new cases made by Longio Hong-Kong. Do you really believe that they didn't do that to cut them production costs? Under the actual 50% Swissness law, you can expect most parts coming from Asia except the movement. To me, those dials are looking like 1000's examples rushing from the far east lately. This is bad, this is not Italian and this is not what we want to see in Anonimo. I don't know what happened to the brand and why it seems like there's a divorce from Italy but it stinks. Even the logo is gone from the dial and now a new pyramidal A logo reappear on the net site as well as at the base of the second hand on the new-wave dial. It might have something to do with the rights on it. Looks like they been bought by a new concern...?? Well, at the end, they will do like Metal bands who become radio-soft: They will loose all them hardcore fans and win new poseurs. I bet the prices will not sink, on the contrary...Shame. RIP Anonimo Firenze...  |
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Skipdawg 3T WIS 
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Some very nice looking watches. Lust!!!  |
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exc-hulk Moderator 
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Agree ! Wrong and sad way. The nice classic elements and design are lost. Looks like a cheap fashion brand |
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murphy j 3T WIS 
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Having owned a Millemetri and wishing I still had it, this makes me sad to see. I've always held the opinion that Anonimo was one the best built watches I've ever come across. |
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stew77 Admin
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Thanks guys...agree...while Anonimo is talking rebirth, I'm seeing nothing but after-birth! Oscar - thanks for the FB reference...I'm one of those that has continued to stay off FB for one reason or another, but completely well said with a 'wtf'! Jeff - agree with you 100% my friend! Great to see your sweet, classic Millemetri! These cases are so well machined and finished that they do stand apart from the crowd IMO. I agree...seems like there has been a major change at the top to see such a drastic change in the NEW product offerings...a complete disconnect to the classic Firenze designed pieces until now...even Anonimo's most adventurous and wild offerings from the past still "fit" within the brand IMO! Oscar's FB post above shows an interesting comparison to another brand and it is very interesting...almost like someone came in, cleaned house, and started over with an...I'm gonna say "non-genuine" design base...I agree with you amigo...a change from the top that STINKS! And your Zenith reference is a great one!!! Yep, I hear you buddy! Will - I'm with you buddy...That "swiss made" and change to the 'A' Anomimo logo pisses me off as a fan of the brand! There are true shenanigans going on to yield a 'bean counter' gain, but unfortunately, at a total detriment to the brand...a loss of that great Firenze Italian soul and design inspiration. ...a sold out and just sad thing... Phil - Yes my friend!!!...we share alot of the same likes when it comes to watch design and I'm just really sad about the direction of a "once unique" brand that I'm a huge fan of. Murphy - Spot on comments...the Millemetri continues to be one of my favs from the brand! |
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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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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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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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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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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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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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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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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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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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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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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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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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stew77 Admin
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elemental wrote: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. I wouldn't worry too much about getting parts and service in the future (unless your concern is regarding Anonimo specific parts like the crown, hands, etc). The 6001 runs on the ETA 2893-2, so you should be able to get the movement worked on by any reputable watchmaker that services these kinds of movements. |
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elemental 3T WIS
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these are the things i worry about ..not the movement. stew77 wrote: elemental wrote: |
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Hammerfjord Moderator
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elemental wrote: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. That's a problem I've been lifting previously: Any part such as dial, hands etc damaged during service or water/humidity intrusion inside the case might be very difficult or impossible to get again from Anonimo Firenze who seems to have disappeared completely. Last news was that some A.D had mailed them for parts and repair without any reply... It don't seems like the new Anonimo give a damn about that since the new watches(without any mvt) observed at Basel 2013 was: (And I quote from a comment fished on the Original A watch-group side on FB) " The new "A" watches had very much lower quality finish on cases. I suspected right away that they probably are not done in Firenze. The Answers to all questions we got from the rep at their booth were ambiguous at best." You'll think what ever you want of it and anybody makes it's own opinion from things who are said around but personally, my first reaction about the take-over and migration to Switzerland was that they certainly would exploit the 50% "Swissness" law to have them cases made in Asia. Some also been claiming that the new Anonimo would still have them cases made in Firenze... My answer is: How the hell do you explain the poor quality observed by different sources at Basel then? Is that: Since the boss(F. Massacesi) is gone, people started to drink 96% grappa at the Firenze workshop ? Or is that : Maybe you been fooled by the new Anonimo claims who try to cover them @sses as much as they can? I want pictures, I want films: All made in Firenze. Coz I know how it works in the Swiss watch industry those days. |
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stew77 Admin
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elemental wrote: these are the things i worry about ..not the movement. Ah...got it. And as Will is already saying, you've got a valid concern there....just no way around it IMO. To me, it seems like the brand has been completely up-ended, and I would not have any confidence in getting service or needed parts from the New Anonimo Brand in the future, especially for models like the Professionale that have been dropped altogether. I have a Dino Zei Glauco model that I really like, but I'm assuming that I will now have no ability to get Dino Zei line parts (if ever needed down the road) as those designs are not represented at all in the "New" brand. I totally dig the Professionale too! It continues to be one of my absolute favorite case designs ever done, and I find it to be extremely unique. I've always planned on adding one at some point, and I still may....even with the thought that I won't be able to get parts...how's that for crazy!  |
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Hammerfjord Moderator
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I much agree with your 2 last posts Chris. The thing is that the new Anonimo knows very well that they take over a brand and will have from the very first months, many earlier models who will need repair etc... But they are not naming any service possibility to reassure the clients. No words, nothing on them site. I would have expected for the list something like that on them new site: "For any demand from earlier models Anonimo owners, we will continue to provide replacement parts needed to any reparation under previous warranty and simple repair in the limitation of old stocks availability" |
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