Watchuseek Blog

Sunday, June 12, 2011


Grand Prix Motorcyclist Axel Pons Becomes New Face of Anonimo

It seems to be a popular marketing move to have actors and sports figures align with watch brands to sponsor and promote their brand. For example, Roger Federer represents Rolex, Andy Garcia Baume & Mercier, Rafael Nadal has a watch made special for him by Richard Mille and Chopard gets their name out front by draping the winners of the Best Actor and Actress award at the Academy Awards with their watches and jewelry.

Now Italian watchmaker Anonimo, based in Florence, has added the young 20-year-old Grand Prix motorcyclist Axel Pons to their stable to be the new face of the company in Spain.



Pons is quite an impressive rider, taking up racing at the age of 14. He has competition in his blood, as his father, Sito Pons, is the two-time 250cc world champion. A setback in 2008 sidelined Pons and another unfortunate accident two years later plagued the competitor. And yet Pons wasn’t going to let these reversals stop him. Spurred on by his father’s records, he strives to achieve the mantel of world champion.



Pons fined his life view and Anonimo’s a good fit. The company manufactures precise watches in a timeless and classic style that suit Pons’s competitive spirit. Pons explains his affinity for the brand: “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!”

Anonimo’s sales director David Cypers concurs, “Axel Pons enjoys a challenge, and always strives for excellence. We are honored that he has agreed to work with us, and we hope that his new Anonimo Militare Vintage will prove a hardy companion in his efforts to make his dreams come true! Pons is not only a talented rider: he is also a stylish young man. And for an Italian brand such as us, with design and style high in our priorities, that is a big consideration.”

On Pons’s wrist you will find the Militare Vintage, which he will wear during competition, as well as sporting the Anonimo logo on his helmet and suit.



A little bit of background on Anonimo: After Richemont took over Panerai and moved it to Switzerland, Federico Massacesi, an entrepreneur and former executive at the fashion house Ferragamo, brought the leadership and financing that gave birth to Anonimo in 1998.

Dino Zei who was the CEO of Panerai stayed on at Anonimo and still designs and oversees the brand to this day. So while Panerai and Anonimo have the same roots, they have gone in different directions, Panerai focusing on becoming an integrated manufacture and Anonimo continuing to concentrate on the cases, which they are known for, and that have their beginnings with the Italian Navy.

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