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 The Florentine watch company “Anonimo” was founded in 1997. During 14 years of life, the young Florentine watch company got a toehold in the world watch market and competes with many industries, existing for centuries. The keystone of incredible success is the quest to excellence, keeping the Florentine traditions and advanced watchmaking standards. Anonimo opened a new page in the history of watch industry by setting new tendencies in watchmaking, based on the fundamental functionality and relevancy values. And the Florentine watchmaking traditions spice them up. Organic watch architecture, combined with principles of functionality, makes watches original. During a short period of life, Anonimo won incredible popularity among both ordinary people and celebrities of show-business and sport. The products of company are preferred by famous Hollywood actor Tom Cruise, footballer Luca Toni, skier Hermann Maier, Italian racing cyclist Paolo Savoldelli, goalkeeper Oliver Kahn, actor Guy Van Sande, American guitarist and rock-vocalist  Paul Stanley, drummer Eric Singer, actor Koen De Bouw, soloist of rock band Red Hot Chili Peppers Anthony Kiedis, professional cyclist Ivan Basso and many others.
In 2010, Anonimo began collaborating with the Italian cyclist Ivan Basso. As a result of collaboration, a limited watch series “Ivan Basso” in a number of 15 pieces were issued. The model is based on a rare caliber 7760. The watches didn’t come into free market. They are available at Firenze Orologi S.r.l. for about €4800.00. A part of watches  sale will be allotted to charitable association Bianca Garavaglia, supported by Ivan Basso.
In 2011, Anonimo started collaborating with the Spanish motorcyclist Axel Pons – winner of Grand Prix. A 22-years old racing driver became the brand’s face. As Pons noted in one of his interviews: “Precision is important in motor racing. Riders have to be highly accurate in their steering, and the motor must be tuned to perfection. It is the details that make the difference. Anonimo shares this philosophy: they make watches that will never let you down, even under the most extreme conditions. I have been an Anonimo fan ever since I found out about them!” Pons wears the favorite model of Anonimo - Militare Vintage, and during competition he is sporting the Anonimo logo on his helmet and suit.
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