Breitling and Panerai are two brands I would refer to as “cult brands.” Often times, people who own a ‘Ling or a PAM do not own just one. Both brands are addicting and have a way of attracting collectors with all of the various models they offer. Once you own one, you want them all.
A brand that has been catching my eye lately, which seems extremely similar to Breitling and Panerai in a lot of ways, is Anonimo. The brand was founded in 1997 by designer and entrepreneur Frederico Massacesi. Based in Florence, Italy, Massacesi’s vision was to create a company that specialized in unique Italian timepieces while staying loyal to the Florentine tradition of watch making.
Massacesi chose Anonimo, the Italian word for anonymous, as his brand name, because it represented the fundamental philosophy of his company. Massacesi’s principle was that Anonimo watches are not about the company, but rather the individuals who wear them; the watches are meant to be an expression of the personality of the wearer.
When Panerai moved its headquarters from Florence, Italy to Neuchatel, Switzerland, many of their veteran watchmakers stayed behind to work for Anonomio. For that reason, some Anonimo timepieces look extremely similar to some Panerai watches.
The Anonomio Millemetri features a 42mm sand-blasted and satinated stainless steel case with a screw-down crown and a manual helium expulsion valve. The simple face and case design give it a very Panerai-eque look.
One of my favorite Anonimo models is the Wafarer II. The watch features the date at 3 o’clock, a GMT function and a power reserve indicator. The sand-blasted stainless steel case is coated with an Ox-Pro blackening treatment to give it an awesome dark look. I am a huge fan.
The Crono Militare is another sweet piece that Anonomio makes. It is quite unique for an automatic chronograph as the crown is located at 6 o’clock, while the chronograph pushers are located on the left side of the case, as opposed to the right. The strap compliments the watch perfectly as the stitching matches the color of the hour markers and Arabic numerals.
My question to you is this: Could Anonimo, a watch manufacturer that is just over ten years old, ultimately become a “cult brand” like Breitling or Panerai?