The life of Alexander
Shorokhov is a true German-Russian success story. Leaving behind his home
country during a time of turmoil and change, the young engineer and manager
moved to Frankfurt in 1991, quickly to set out on a new career path as an
entrepreneur.
The set-up of a retail
organization for the well-known Russian watch brand “Poljot” was his first step
into the fascinating world of upscale watches. But soon, marketing and selling
these luxurious timepieces was not enough of a challenge for Shorokhov’s creative
mind any more. He came up with one idea after another, driven by the urge to
design. So there was no way he could have limited himself to path initially
chosen.
Consequently, Shorokhov
set out to hire the best watchmakers and furthered his talent for design, all
the while trusting bravely and confidently in his entrepreneurial talent. In
1994, he launched his first own collection, “Poljot-International”.
The market was ready to
welcome his HERITAGE collection, and “Alexander Shorokhoff Uhrenmanufaktur”
quickly made a name for itself on the international scene. The year of the 20th
anniversary of the manufactory is a year of innovation, marked by the launch of
the new AVANTGARDE collection.
Alexander Shorokhov has
developed a design language and colour scheme that is unparalleled in the watch
market, 'AVANTGARDE' is young, provocative and a little crazy. Just like any 20-year old, “Alexander Shorokhoff
Uhrenmanufaktur” is celebrating its 20th anniversary with a presentation of new
watches from the AVANTGARDE collection at Baselworld 2012.
Background information
on “Alexander Shorokhoff Uhrenmanufaktur” - “Handcrafted Obsessions”.
Founded in 1994 by entrepreneur and designer Alexander Shorokhov, “Alexander
Shorokhoff Uhrenmanufaktur” produces premium time-pieces, made by expert
watchmakers, these works of art meet the most stringent requirements with
regard to quality and craftsmanship.
Alexander Shorokhoff Uhrenmanufaktur” produces and sells two
lines, the formal and elegant 'HERITAGE' collection as well as the young and
innovative 'AVANTGARDE' collection. Both ranges are frequently complemented by
new models. Moreover, there are limited editions and custom-made pieces.
When Xavier invited me for this event, I saw the watch on the
cover page that got me obsessed for awhile. I love collecting watches, used to
spend a lot of money and received many luxury watches gifts too. I'll check on the
watches collection soon when I'm free then, because that day when I attended
this event, I gotta rush home. To get update with Alexander Shorokhoff details, check out www.alexander-shorokhoff.de or
their Facebook page at https://www.facebook.com/alexander.shorokhoff
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