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Veritime informs retailers of Anonimo UK distribution rights

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Neil Duckworth’s Veritime has taken on Anonimo in the UK, WatchPro can reveal.

The company notified key retailers of the deal last week. The move gives Veritime a second watch brand in the UK market alongside Meistersinger.

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Anonimo is a highly focused Swiss-made brand with three models: Militaire, Militaire Chrono and Nautilo, all priced between £1,750 and £4,150.

Although the brand only re-launched a year ago under new ownership, it is already present in 14 countries.

Veritime is now looking to appoint exclusive point-of-sale partners in the UK as it bids to step up distribution of the brand.

Duckworth pointed out to partners that Anonimo will sit comfortably alongside Meistersinger without creating any sales conflict.

He wrote: “Like Meistersinger it has a very clear and distinct product identity. Like Meistersinger, it has a small product range. Like Meistersinger, it is independent and it is different. The price range too is similar for both brands. There is no overlap or conflict with Meistersinger and Anonimo sits neatly in our portfolio, adding strength and depth to our watch division.”

Duckworth added that Anonimo is a brand that has a strong DNA, noting that the shape of the case, the dial markings, the protected crown, the Italian style and straps, and the use of mechanical movements were factors that make it distinctive.

“Another interesting aspect to the brand is the use of bronze on some cases,” he said. “This metal takes on a darkened patina after a few weeks giving the watch a ‘distressed’ appearance. That, and the individual hand-brushed dial finish on these models, make each watch totally unique.”

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