MrWatchMaster Meets…Alexander Shorokhoff

Next we meet Alexander Shorokhoff, Founder of the eponymous German watch manufacture. Alexander was born in Moscow in 1960 and studied architecture and is a trained civil engineer. This is where he developed his flair for form and colour and his aptitude for extraordinary design originated.

He wanted to create watches with higher standards of workmanship, quality and design. He travels the world and draws his inspiration from the many countries and cultures he visits. However, his greatest source of inspiration is his Russian roots, based on a rich and deeply pronounced millennial art and cultural history.

We are delighted to bring you his fascinating thoughts about the business and his future plans for the business in the coming year.

MWM: How is business?

AS: The pandemic has affected our business because we work with many retailers around the world, which were closed for many months in 2020. But we have expanded our online business and could minimise losses and even make a profit in 2020. So, the business is going well overall, we are satisfied.

MWM: What are you currently working on?

AS: We are currently working on a new model called “Crazy Eyes”. It will be a cheerful, positive and again very bold model, in the spirit of Alexander Shorokhoff. In addition, we are also busy with the new model “Deep Ding”, which will be the first diving watch we have produced. The model is already completed and will be presented officially for the first time in mid-June.

MWM: Tell us something we don’t know about Alexander Shorokhoff watches?

AS: We will celebrate our 30th anniversary in 2022. For this we are preparing many new models. We have developed an avant-garde table clock that will be presented in 2022 to mark this special occasion.

Moreover, it is not so well known that in 2021 we were recognised as one of the most innovative companies in Germany by the famous business magazine Capital in the category “Production of Consumer Goods“. Together with companies like Sony, Samsung, Miele, Henkel, Nomos…

MWM: Which watch do you wear?

AS: I proudly wear the “Alzenau” watch with a gold case and the coat of arms of Alzenau, our hometown of the manufacture. This is an elegant and classic watch that we developed in honour of the city. I feel very connected to this city, where I have lived for more than 20 years now.

MWM: Which watch would you like to own?

AS: That’s a very interesting question. But I have to tell you honestly that I’m very happy with the watches I’m developing. I put my full artistic heart and soul into all my watches and I would personally wear them all.

MWM: What do you like best about the Watch business?

AS: There are so many great new innovations and developments and all in a small format. I especially like that I can realise my own visions and ideas and put my views of art and culture into my creations. I am proud that I had the courage to develop something independent at that time and that the customers welcome it. The freedom to be brave and go forward is one of the most important aspects for me.

MWM: What don’t you like about the Watch business?

AS: I don’t like the fact that several brands try to copy each other and that many copies are made in the Far East. This creates an unhealthy market presentation and pricing policy. Authenticity and diversity – what the market and consumers would like. Then the price does not play a big role either. It is important to tell your own story and it has to be real. You have to be authentic and bring a product to market that you like yourself and stand behind it 100%, otherwise it doesn’t work in the long run.

MWM: What is next on the horizon for you?

AS: We are constantly working on new projects and unusual watches. We want to continue to pursue this in the future. We also hope and work towards building a beautiful, new manufactory that will enrich the city of Alzenau and us. A big goal is of course to make Alexander Shorokhoff known and established all over the world. What we will not change is the love and passion for our watches, which we will continue to produce in small limited series.