In 1972 Dino Zei made his step from the marines to the luxury market. He becomes director of “Guido Panerai e Figlio”, a company which produced top secret projects for the Italian marine. 25 years later he was one of the starters behind Anonimo, an extravagant Italian brand which connect Zei’s specialists from Firenze to the top of the luxury market. The vision of founder Federico Massacesi – former director Salvatore Ferragamo – and the expertise of Dino Zei resulted in limited series of handmade watches which made the big watch collectors thrilling!
Dino Zei’s career at the marine began in 1958. Zei was responsible for the weapon department of the marine, one of the best teams who made electronic- and weapon systems. Zei wasn’t only responsible for the production of weapons, he also custom made watches for the divers of the marine. These watches were much more specific then the watches who were already on the market. “Time is definitely a dominant thing in the world of the marines” said Zei. Why is that we asked? The military living is always marked by time, all the activities are programmed and performed on a précised time schedule. So much attention to time might be looking obsessive for a person who isn’t an expert, but it is crucial for complex operations whose success depends on following operations which must connect perfectly!
The importance of a watch of high quality which is accurate, reliable and easy to read is not only important in the world of the marines. The luxury market also attaches great importance to these characteristics. That’s where Anonimo stands for!
The moment when Zei became responsible for the mysterious top secret department, the Panerai Company already worked together with the Italian Marine. “That was my chance to work together with Giuseppe Panerai during his last three years of live” said Zei. ‘After that period, which I talk about in my book (The PANERAI book by Dino Zei), I left the marines and began to work for Panerai. The continuity of the projects designed for the marine was assured by this career step.
Until 1997 the brand was known as Officine Panerai Firenze. This brand was bought by the Swiss Richemont Group (also known from Cartier, IWC and Jaeger-LeCoultre), then the entire production of Officine Panerai moved to Switzerland. The production facilities and staff remained in Florence. Zei’s high tech expertise combined with the feeling for luxury of the flamboyant person Federico Massacesi resulted in 1997 in Anonimo. A new standard is set for solid, mens watches in limited circulation. Research, experiments and new features in design and technology are the characteristics of a collection which focuses only on man who go for the best. The typical Anonimo man likes beauty and cannot only allow the normal. They definitely go for the best, knows Zei. The choice of shops where we want to be is crucial. Our watches, you find only in shops where they offer the best of the best is the vision of Zei. Tom Cruise was recently spotted with an Anonimo San Marco on his wrist at a Lakers game. He isn’t the only celebrity with an Anonimo. Also Ivan Basso, Luca Toni, Hermann Maier, Oliver Kahn, Paul Stanley, George Hincapie, Eric Singer and Caroll Shelby are spotted with an Anonimo Firenze watch.
Nowadays Anonimo is an upcoming brand which stands for quality and passion. The watches are classy, rough and sporty. ‘I consider myself a lucky man’ Zei’s laughing. My family, a wife and sons, the operations I successfully completed. Always useful, effective and honest. I am a man who has made mistakes like everyone but I always wore the consequences.’
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