Anonimo

Who are Anonimo?

Anonimo is a dive-watch brand founded in Florence in 1997 by Federico Massacesi (WorldTempus; Wikipedia). Since 2013 it has been based in Switzerland, and it now gives its address as Le Locle (Anonimo). It makes mechanical watches with Swiss Sellita movements in three lines: Militare, Nautilo and Epurato (Anonimo). This page covers its history, collections and ownership, then what to check when buying an Anonimo second-hand in the UK.

The name is Italian for “anonymous”. Europa Star reports that the brand’s founders chose it as a joke at the expense of big-group marketing, quoting the brand: “The idea was to offer a product rather than a name.” Anonimo does not publish production or sales figures.

The history of Anonimo

Anonimo’s history has two halves: a Florentine company from 1997 to 2013, and a Swiss one since. The key dates are the founding (1997), the Militare (2001), Dino Zei’s arrival (2003), the sale and move to Switzerland (2013) and the shared ownership with Vulcain (2017).

Florence. In 1997 Richemont’s Vendôme group bought Panerai, and its production moved to Switzerland (WorldTempus; aBlogtoWatch). Anonimo was founded in Florence the same year by Federico Massacesi, and Wikipedia says it took on many of the Panerai watchmakers who stayed behind. Massacesi worked with the Ambucchi workshop, case makers since 1939, and with Dino Zei, a former Italian navy officer and former chief executive of Panerai (WorldTempus). Our Panerai page covers that company’s side of the story.

Dive watches. Anonimo says its early watches were used by professional divers, particularly the Italian divers’ cooperative C.N.S., and were water-resistant to more than 1,000 metres; it says the Professionale was tested to 2,000 metres (Anonimo). WorldTempus dates the 1,000-metre Millemetri to 1998; Wikipedia gives 1997. The Militare followed in 2001 (WorldTempus), and in 2003 Dino Zei joined permanently and developed the Nautilo, with a focus on materials such as bronze (Anonimo).

Change of hands. Massacesi left in September 2011 (aBlogtoWatch). In 2013 the company was bought by a group of European investors, became Anonimo SA and moved its head office to Switzerland (Wikipedia). Anonimo says the move made its watches compliant with the Swiss Made rules, and that it kept only the Militare and Nautilo lines (Anonimo). aBlogtoWatch described the Swiss company in 2014 as a new business, not linked to the management of Anonimo Firenze, with watches assembled in Switzerland and bronze cases still made in Florence.

Le Locle. Julien Haenny became chief executive in 2016 and left at the end of June 2018. His successor, Aldo Magada, already ran Vulcain, which Anonimo’s owners had bought the year before, and both teams moved into the Villa Vulcain in Le Locle that spring (WorldTempus, 2018). The Epurato line dates from 2018, according to Anonimo and Wikipedia; Bilanz says Haenny launched it in 2017. Bilanz reported in 2022 that Carla Duarte had been named head of both Vulcain and Anonimo in November 2021.

What is Anonimo known for?

Anonimo is known for bronze dive watches, cushion-shaped cases, the Militare’s crown at 12 o’clock and its Florentine origins.

Bronze. Anonimo says it was the first watch brand to sell a diving watch made of bronze (Anonimo). We have not found an independent source that confirms this, so treat it as the brand’s claim. aBlogtoWatch notes that bronze cases develop a patina over time.

The crown at 12. The Militare’s crown sits between the lugs at 12 o’clock, protected by a patented mechanism (Anonimo; Europa Star). Anonimo says some Militare models have the crown guard at 6 o’clock instead.

Design details. Anonimo cases are cushion-shaped, its dials carry a triangle of markers at 4, 8 and 12 o’clock, and its leather straps are made by hand in Italy (Anonimo). WorldTempus says Dino Zei asked a tannery to develop a treated leather, Kodiak, for the brand.

Movements. Anonimo does not make its own movements. Its current watches use Sellita automatics: the SW200-1 in the Nautilo and Epurato, and the SW300-1 with a Dubois Dépraz chronograph module in the Militare Chrono (Anonimo). Wikipedia says earlier watches used movements from ETA or Sellita.

Which Anonimo collections are there?

Anonimo’s current range has three lines: Militare, Nautilo and Epurato (Anonimo). The collections table on this page gives the year each began. A few points help when you read listings:

• Florence or Switzerland. Watches made before 2013 come from the Florentine company, and models such as the Millemetri, Professionale, Polluce and Dino Zei are no longer made (Wikipedia; Anonimo). Ask which era a watch comes from.
• Bronze or steel. Both Militare and Nautilo have been made in bronze (Europa Star; Anonimo). The listing should say which.
• Water resistance. Europa Star gave a rating of 120 metres in its 2016 report on the range, far less than the early professional watches. Check the rating for the exact model; our guide to water resistance explains what the numbers mean on a second-hand watch.

Who owns Anonimo?

Bilanz reported in October 2022 that Flavio Becca, head of the Luxembourg property company Promobe, bought Anonimo in 2013 and Vulcain in 2017, and that his watch business sits under one roof. Earlier reports describe the 2013 buyers only as unnamed European investors (Wikipedia; Europa Star, 2016). Anonimo itself publishes no ownership statement, and we have not found a more recent report.

The company’s address is Anonimo S.A., Chemin des Tourelles 4, 2400 Le Locle (Anonimo). Bilanz named Carla Duarte as head of Vulcain and Anonimo from November 2021.

Buying an Anonimo watch second-hand in the UK: what to check

Find out whether the watch is from the Florence or Swiss era, check the movement and the papers, look closely at any bronze case, ask about the seals on a dive watch, and plan for servicing, because Anonimo lists no UK service centre.

1. Era and movement. Ask the seller for the model name, reference and movement. Current models use Sellita movements (Anonimo); older Florence-era watches may use ETA (Wikipedia).

2. Papers and the full set. Ask which items come with the watch, whether they are originals, and whether the serial number matches the warranty card. Our guide to what “full set” means explains what each item proves.

3. Bronze condition. Patina on bronze is expected (aBlogtoWatch), but ask for close-up photos of the case, lugs and caseback in good light so you can tell patina from damage or corrosion. Our guide to watch condition grades explains the terms dealers use.

4. Water resistance. If you plan to swim with a Nautilo or Militare, ask when the water resistance was last tested and the seals replaced.

5. Servicing and warranty. Anonimo’s service-centre page lists centres in Spain and the United States and the company itself for Switzerland and the rest of the world, with none in the UK (Anonimo). Sellita movements are widely serviced, but ask a watchmaker about case and crown parts before you buy. Anonimo’s site does not set out its warranty terms. See watch warranties explained.

6. Authenticity and stolen-watch check. Buy from a seller who will put authenticity in writing and accept returns, and have the watch checked by a watchmaker you choose; our guide on how to spot a fake watch covers what a watchmaker looks at. Check the serial number against a stolen-watch register before you pay; our stolen-watch check guide lists the UK registers.

For the full process from setting a budget to collecting the watch, see the guide to buying a luxury watch.

Frequently asked questions

Is Anonimo Italian or Swiss?

Both, in turn. It was founded in Florence in 1997 and moved its headquarters to Switzerland in 2013 (Wikipedia; Anonimo). It is now based in Le Locle (Anonimo).

Who founded Anonimo?

Federico Massacesi, in 1997 (WorldTempus). He left in September 2011 (aBlogtoWatch).

Who owns Anonimo?

Bilanz reported in 2022 that Flavio Becca bought Anonimo in 2013 and also owns Vulcain. Anonimo does not publish its owners.

Is Anonimo connected to Panerai?

Not by ownership. Anonimo was founded in Florence the year Panerai was sold and moved to Switzerland, and it took on former Panerai staff, including Dino Zei, a former Panerai chief executive (WorldTempus; Wikipedia).

What movements do Anonimo watches use?

Swiss automatic movements from Sellita: the SW200-1 in the Nautilo and Epurato, and the SW300-1 with a Dubois Dépraz chronograph module in the Militare Chrono (Anonimo).

Why is the Anonimo Militare crown at 12 o’clock?

It is the Militare’s design, with a patented mechanism protecting the crown between the lugs at 12 o’clock (Anonimo; Europa Star).

Are Anonimo watches made of bronze?

Some are. Both the Militare and Nautilo have been made in bronze, and Anonimo says it was the first brand to sell a bronze diving watch (Anonimo).

Where can an Anonimo be serviced in the UK?

Anonimo’s own service-centre list names centres in Spain and the United States, with Switzerland and the rest of the world handled by the company itself; no UK centre is listed (Anonimo).

This page is general information. Watch60 is independent and has no commercial relationship with Anonimo.

We check the facts on this page against the sources listed, and it is correct to the best of our knowledge as of October 2026. Brands change their warranty, servicing and sales terms, so confirm them with the brand or the seller before you buy.