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PRESS RELEASE -- A "historic" birthday for the prestigious Florentine company
Unique and precious watches that have already become a benchmark for all enthusiasts. Time machines with unique features of quality, design, innovation, technology, performance and craft expertise
Technology, sport and performance: these are the foundations of Anonimo's success. The Florentine company, leader in the production of hand-crafted timepieces, in 2008 reaches a historic goal: ten years of life. A relatively short period of time, but which has nonetheless been sufficient for Anonimo to rivet the attention of the watchmaking world through the proposal of unique objects, created with passion, technical skill and craft expertise unrivalled throughout the world. Today Anonimo represents the true tradition of "hand-made" watchmaking, each article created individually with the care that only professionals and impassioned craftsmen manage to infuse into their daily work. For this reason too, for Anonimo the ten-year mark represents a result of crucial importance, marking at once the finishing line for what has been achieved so far and a springboard for a further leap towards new and ever greater successes. Considering the results achieved, Anonimo has already managed to end up on the wrists of an array of prominent figures: Anthony Kiedis, vocalist of the 'Red Hot Chili Peppers', Eric Singer (drummer of Kiss), Carlo Conti, Owen Wilson, popular partner of Jakie Chan, Jerry Burkheimer - possibly the most important producer in Hollywood - the Turin trainer Walter Novellino, Piero Lardi Ferrari (son of the legendary Drake) and - no less - the President of Mexico, Vicente Fox. But now, for Anonimo, it's already time to start starring in the future. Beginning with the ten-year celebrations, which the Florentine company, with a consolidated position of leadership in the sector of quality craft watchmaking, wishes to underscore with a truly special production: "Ten watches for ten years". A unique series, enhanced by the specially-designed "10 year" logo and reserved for true enthusiasts and collectors of 'time machines'. In its first ten years, from its home in the Tuscan capital - the cradle of culture - Anonimo has proved itself eminently more capable than any other company of renewing the tradition of watchmaking and of spreading the art of its master watchmakers throughout the world. An efficient business, characterised by a product that has from the very start aroused the attention and admiration of enthusiasts. A career that Federico Massacesi, president of Anonimo, has successfully mapped out without neglecting any detail, starting from a solid basis of business management know-how and from the invaluable expertise of craftsmen with dozens of years' experience to their credit.
Ten years of technology, sport and performance: in 2008 Anonimo reaches a goal of crucial importance, marking at once the finishing line for what has been achieved so far and a springboard for a further leap towards new and ever greater successes. This is a celebration that the Florentine company, with a consolidated position of leadership in the sector of quality craft watchmaking, wishes to underscore with a truly special production: "Ten watches for ten years". A unique series, enhanced by the ten-year logo and reserved for true enthusiasts and collectors of 'time machines'.
Starting from the Tuscan capital, in the first ten years of its life Anonimo has managed to renew the tradition of watchmaking and spread the art of its master watchmakers throughout the world.
From the very start, its products have aroused the interest and admiration of enthusiasts. Federico Massacesi, the President of Anonimo, has astutely built this road to success by melding his experience in corporate management with the expertise of craftsmen who have been working in this sphere for decades.
The commercial secret of Anonimo, which the company has decided to reveal on the occasion of its tenth anniversary, can be summed up in a simple concept: Research and Development, which in Anonimo are skilfully matched with the demand emerging from professionals in both the civilian and military sectors and in the world of sport. Hence, specific targets, who want watches that offer a performance that measures up to their demanding standards.
The pursuit of this path has led to the generation of some of the most interesting projects and patents of recent years. Such as the 'Professionale' series, emerging from collaboration with the CNS (National Divers' Co-operative) of Avenza, characterised by the revolutionary 'U-lock' seal system, and, in the case of the Chronograph 6002, by push buttons developed and patented jointly by Anonimo and by the manufacturer. Deriving instead from the military world is the 'San Marco' model, emerging from collaboration with Dino Zei and the former commander of the San Marco Regiment, Franco Zavattaro. Then - again among the technical features unique to Anonimo - the crown-locking device integrated into the watch strap that characterises the watches of the 'Militare' series.
Among the other patents, we can mention the Kodiak process, that makes the leather of the Anonimo watch straps resistant to corrosion by sea water.
Finally, there is the sphere of sport, with its specific demands for extreme performance, which has provided inspiration for the 'TP Chrono Racing' model 7000, an authentic gem of titanium technology dedicated to the world of sailing.
However, the Anonimo watches are not characterised solely by the aspects mentioned above. The quality manufacture of the cases, which the Florentine company has always performed independently, has to be seen as another crucial factor of success. An example of all this is the 'Millemetri model 2000'. Launched on the market in 1998, the name of this gem derives from the designers' intention to create an underwater watch for even extreme immersion activities, more specifically to a depth of a thousand metres, hence the name of the watch. In 2001, through valuable collaboration with the INGV, Anonimo was also able to test the Millemetri in the open sea, proving that it was able to sustain pressure even at a depth of 2,105 metres. Anonimo quality goes far beyond the guidelines scheduled by the company designers. This is a secret that has its roots in the exceptional quality of the case which - as in all the Anonimo models - enables them to successfully withstand a pressure of up to 200 ATM and beyond.
Here we're talking about performance and technical characteristics. But Anonimo is much more besides. If it is true that one of the 'great' Florentines, Michelangelo, maintained that the sculpture already exists inside the marble and that all we have to do is remove the excess, then we have to admit that the same tradition persists today in Florence, and that it does so thanks to Anonimo. In this sense not much has changed in Florence, since this same theory is upheld by the Anonimo craftsmen when they carve out the case for each watch entirely by hand. Unique pieces, that continue the Tuscan tradition of craft luxury watchmaking. A school launched by Panerai which, through the genius of Dino Zei, initiated a tradition. Dino Zei now collaborates with Anonimo. His creativity evolves alongside those same people who, over the years, have developed the manual expertise that has established Florence as the capital of craft watchmaking. In ten years Federico Massacesi - now president of the company and with a career in Ferragamo behind him - has achieved his objective: to make Anonimo the Italian brand of mechanical watches best known and most highly esteemed in the world. An exclusive product, for enthusiasts, with a production that oscillates between three and four thousand articles per year. Today, ten years after its birth, Anonimo can proudly claim that it has outreached even its own objectives and look to the future in the certainty of continuing to offer truly unique quality, design, innovation, technology, performance and craft expertise. A precious combination that no-one appears to be in a position to offer with that blend of skill and passion that is characteristic of Florence and the Florentines.
Florence, March 2008 |
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