Anima Connected

About Anima Connected

Anima Connected, officially known as Anima AB, was a Swedish enterprise established in Malmö in 2015. The company was formed as a joint venture, initiated by a team of former Sony Mobile employees—Pål Borge, Sarandis Kalogeropulos, Fredrik Rosén, and Thomas Sandelius—and backed by a substantial €10 million investment from the Chinese electronics manufacturer Goertek Inc. Anima Connected focused on the burgeoning market for connected lifestyle products, operating in the consumer electronics and wearables sector.

The company's core business revolved around the design, development, and distribution of smart, connected devices. Its flagship product was the Kronaby line of hybrid smartwatches. These timepieces were engineered to merge the aesthetic of classic analog watches with the functionality of modern smart technology. The Kronaby watches featured traditional watch hands and dials but were equipped with a unique movement and internal technology that, when paired with a smartphone app, offered features such as filtered notifications, activity tracking, and remote control of the phone's camera or music. This product catered to consumers who desired smart capabilities without sacrificing traditional watch design.

The company launched its first collection in early 2017, targeting markets across Europe. Despite raising additional capital, including a $16 million infusion from Goertek in mid-2018 to pursue profitability, Anima AB faced significant financial challenges. After its primary investor ceased further funding, the company experienced insolvency, leading it to file for bankruptcy in early 2019. In March 2019, the Spanish watchmaker Festina Lotus SA acquired the assets and intellectual property of Anima AB, including the Kronaby brand, from the bankruptcy estate. This acquisition allowed the Kronaby brand to continue, with its research and development team remaining in Malmö, while other operations were integrated into the Festina Group.