Anonimo, a name to remember

Born in Italy, made in Switzerland: Anonimo mechanical watches proudly display their dual heritage. A casualchic style combined with a philosophy based on shared passions.

By Hervé Genoud

In 1997, a group of watch enthusiasts, including naval engineer Dino Zei, decided to perpetuate the Italian watchmaking tradition by founding a new brand in Florence. Convinced that the product itself is more important than the signature, they mischievously named it Anonimo. The first robust and functional models were primarily intended for professional and combat divers in the Italian market. The firm filed several patents concerning the technical construction of their watches and their decoration. It was also one of the pioneers in the use of bronze on watch cases – a metal that acquires a beautiful patina over the years, making each timepiece as unique as its owner. In 2013, there was a change of scene: Anonimo was acquired by an investor from Luxembourg (who also owns Vulcain) and operations were moved to Switzerland. Now located in Le Locle, the brand has continued to grow internationally, establishing its name in the watchmaking segment devoted to timepieces with character that offer excellent value for money.

A highly recognisable style

The world of Anonimo is focused on shared passions and the authentic, simple pleasures of life. True to its mixed Italian and Swiss roots (the Matterhorn is featured on some case backs), the brand strives to combine the best of both worlds: Swiss precision and the Italian zest for life, complete with its casual elegance. The watches are driven by self-winding mechanical movements supplied by independent manufacturer Sellita. They also showcase a remarkable family resemblance thanks to two original hallmark features: a cushion-shaped case (combined with a round bezel) and oversized numerals and hour-markers at 12, 8 and 4 o’clock, delineating the initial A of the logo.

Company status
Société anonyme (public limited company)
Senior Management
Aldo Magada
Number of employees
Flagship collections
Militare, Nautilo, Epurato
Militare Chrono, Epurato
Retail prices
Core range from CHF 2,000 to 3,000
Annual production


Today, Anonimo offers three ranges available in steel and bronze. The Militare line, launched in 2001 and available in chronograph or threehanded versions, stands out for its crown at 12 o’clock, reminiscent of pocket watches. It also features a patented strap system that prevents accidental opening when the watch is on the wrist. The Nautilo line (2005), with the crown at 4 o’clock, asserts its nautical style through a unidirectional rotating bezel, water-resistance of up to 200 metres and a highly legible dial. This collection is available in three versions: the Nautilo 44.4 mm, and the new Nautilo 42 mm and Nautilo Vintage models. Lastly, the Epurato line introduced in 2018 reinterprets the Anonimo style in more compact diameters and with a more urban, contemporary feel.

A sporting spirit

To enhance its visibility in its various markets and to highlight its casual-chic image, Anonimo has entered into several partnerships in disciplines that share its values of passion, team spirit and performance. Notably, since 2018, the brand has been the official timekeeper of the World Rally Championships (WRC) organised by the Fédération internationale de l’automobile (FIA). It has also recently announced a partnership with Finnish prodigy Kalle Rovanperä, who is currently the youngest WRC 2 Pro driver. Since 2015, Anonimo has also been the ‘Official Timing Partner’ of the Moto3 Leopard Racing team and of the FIA’s World Touring Car Cup (or WTCR). In another sporting category, the brand became official co-sponsor of the Nendaz Freeride competition in 2019, which is considered to be one of the world’s greatest freeride events. It takes place in the Swiss Alps.

Militare Chrono WRC Special Edition, in the colours of the World Rally Championships.

The WRC Special Edition

To symbolise its partnership with the World Rally Championships, Anonimo announced a WRC Special Edition in 2018 inspired by the motor sports competition. Part of the Militare family, this steel chronograph stands out for its black PVD coating combined with a number of green accents, the championships’ official colour. The brand has also enhanced this timepiece with a new hand-brushed, silver-grey dial embellished with the WRC logo, as well as a new strap in a fire-resistant Cordura-type fabric to recall the jumpsuits worn by the racing drivers. The addition of a tachymeter scale on the fixed bezel emphasises its links with the world of speed and performance. Water-resistant to 120 metres, this model driven by a self-winding Sellita movement featuring an exclusive Dubois Dépraz chronograph module, was released at a highly competitive price. All this is bound to appeal to motor sports fans !