Anonimo Epurato and Label Noir present the Epurato AM-4000.02.LN

Based in Geneva, the Label Noir personalization specialist presents its first “ready-to-wear” watch produced in collaboration with the watch brand Anonimo and available on the e-boutique on its website.

Imagining the watchmaking world of tomorrow is not an easy exercise because if the future is built, it cannot be predicted. Nevertheless, a trend has been emerging for a few years now and allows us to have a clearer vision of the future, a trend embraced by the Geneva brand Label Noir since its beginnings in 2011 and which it has mastered brilliantly: personalization. Indeed, this company specializing in the field of tailor-made watchmaking quickly distinguished itself by its attentive and responsive ear in the face of the increasingly numerous and targeted requests from a demanding clientele, attracted by the beautiful as well as the rare, and especially his creativity in terms of aesthetic research.

In a somewhat globalized industry, which sometimes lacks diversity, the customization offered by Label Noir is a means of expression that makes it possible to stand out from the crowd, to reveal its character, its difference but also its tastes and desires. It invites us to take a fresh look at references that are already well anchored in the watchmaking landscape, emblematic models of big names in the sector which, once reworked by the Geneva brand without losing their identity, become unique.

Label Noir chooses Anonimo for its first collaboration, on the Epurato model

After having acquired a solid experience in the field of personalization, relying on competent partners for the realization of its projects, Label Noir now wishes to offer all amateurs in search of extraordinary pieces, a series of customized watches ” ready to wear “, produced in collaboration with watch brands, offered in very limited and numbered editions in the e-boutique on its website. This regular co-branding system, based on the rarity of timepieces reviewed by Label Noir in limited production, thus makes it possible to seduce collectors, to offer them an original object at relatively reasonable prices depending on the model chosen and to collaborate on each capsule with a different company. To write this new chapter in its history, the design specialist has chosen to work with Anonimo, a brand renowned for the Italian style, both elegant and sober, of its watches, and to focus on the Epurato model.

The beauty of detail

The result shows that beauty is hidden in the details and not in the frills, that sophistication is sometimes based on the choice of a color, a material, a simple staging. However, the more elementary and obvious the aesthetic appears, the more it is in reality the result of long reflection and in-depth work. To dress up the dial of this very exclusive Epurato, the Label Noir team has opted for a luminous gray enhanced by a sandblasted finish, but what instantly catches the eye is the azure blue hue with which the second hand is varnished. Electrifying, it offers a different philosophy of time, almost eclipsing the hours and minutes indicated by a couple of baton-style hands coated with Super-LumiNova®, all clad in black. The indexes and the three applied Arabic numerals adopt the same dark color, as does the back which presents the date in white in a window at 6 o’clock.

Autopsy of a metaphor

Machined from steel and coated with DLC (Diamond Like Carbon or amorphous carbon), the cushion-shaped case measuring 42mm in diameter houses the self-winding Sellita SW 200-1 caliber, a proven motor that beats at the standard frequency of 4hz and delivers 38 hours of energy reserve ,. It attaches to the wrist with a black textile strap edged with hand-crafted azure blue saddle stitching which ends with a matte black steel pin buckle.

The exclusive Anonimo Epurato x Label Noir model, produced in only 15 copies, is priced at 2’890 CHF and available at

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