so, help me think this all through...
i've owned my first quality timepiece for a few weeks now. it's an anonimo militare automatico 2010 ss (likely manufactured in +/- 2008, see it as the last post, at least to date, here). i'm loving it. my wife and i bought the last anonimo branded watch from the lovely collection of little treasury jewelers [crofton, md]. it's likely to be my only such purchase, if not forever, at least for quite some time.
when i first took an interest in a luxury watch, i found myself drawn to panerai (likely a pam 176 or 177). i wanted an exclusive watch (in a classic design), but only so to a limited number of true enthusiasts. i wouldn't be caught dead in a rolex, tag, etc. (no offense to those who wear them). if the brand was a household name, i was out. i wanted a watch that would never be seen as pretentious, but would also never be overlooked. with this combination in mind, the watch needed to justify its existence on style, build quality, and functionality alone, rather than brand, cost, logo, or "image."
after browsing the cases of my local panerai dealer, liljenquist & beckstead jewelers company [annapolis, md], for (truly) years, i decided the panerai brand and image weren't the best fit for me (truth be told, i still love the watches). not only was the brand growing at a greater clip than i was comfortable, the story behind its acquisition by compagnie financičre richemont s.a. and the subsequent relocation of its manufacturing facility to switzerland, robbed the allure of the brand to me.
it was precisely in this state of mind that i was captivated by steve hammalian (owner of little treasury, along with his lovely wife linda) and his storytelling regarding the anonimo brand about 12 months ago:
a. anonimo: unknown person, anonymous, nameless, etc.
b. a watch company so comfortable with the quality of its product that it chose to leave its face brand/logo-less (!).
c. a watch case that's still "manufactured," never stamped (and in the old panerai factory by many of the same panerai craftsmen/women to boot!)
d. etc., etc., etc...
i was in love. not being an impulse buyer, i spent some time considering the brand, his inventory, online reviews, etc.
then, in a perfect intersection of good fortune and timing, i stumbled through the doors of little treasury during their 10th anniversary sale late last month (9/2011). i found one remaining anonimo in the case: my militare automatico. after a reacquaintance with steve's excellent knowledge and another recounting of the anonimo narrative, i was hooked for good. and, in a necessary development, the remaining timepiece was a 2008 manufacture with a brand/logo-less face. done.
so... a few questions (and i'd love as many response as we can muster):
1. why anonimo for you?
2. why do you think anonimo has abandoned (in part) its founding philosophy regarding the brand/logo-less appearance of the face?
3. where's the brand heading from here?
4. what would it take for you to get off the train? is there any particular misstep towards which the brand is headed (or could head)?
thanks for sharing your thoughts... jk
p.s. i'd still love to trade militare straps if there's an appropriate fit out there...
[sidebar: the fact that steve and little treasury have been lost as active anonimo dealers is an unfortunate story for another time.]