24.06.2017 - 27.06.2017 — Hall: 11.1 Stand: F 35
THE WAY TO SUCCESS
25 years of “Alexander Shorokhoff”
The story began already in 1960, when Alexander Shorokhov was born in Moscow. With all his efforts, with dedication and passion he enrolled in the university for studies of engineer and architecture from which he graduated with distinction.
During the “Perestroika“ in 1991, Michael Gorbatchov gave him the chance to improve his knowledge by sending him to Germany in order to take part in a qualifying at the ministry of economics in the land Hessen.
Shorokhov take his chance, and now, 25 years later he can be proud to have a flourish company trading with countries all over the world and a luxury watch brand under his name: “Alexander Shorokhoff“.
There were 4 stages leading Alexander Shorokhov to this success.
1992 - 2002 STARTING
Foundation of a sales company for the Russian watch brand “Poljot“ in Frankfurt/Main; during the first year, 200 specialized shops won for distribution in Germany; “Poljot“ became a synonym for Russian watches at all; in 1993, first quiet successful watch presentation at the well-known German exhibition “Inhorgenta“.
1994 – 2002 AT OWN RISK
The first watches of the independent brand “Poljot-International“ have been designed and produced in our workshop. For the first time, the collection has been presented in Basle; from this moment, the watches were sold in more than 30 countries. The company became much more known. New watches were designed and produced - for the Russian Patriarch of Orthodox Church, Alexius-II, for Michail Gorbatchov and Alexey Leonov.
2002 - 2011 BECOMING ESTABLISHED
The brand “Alexander Shorokhoff” has been patented. The first collection of luxury watches came out under the name “Heritage“; small watch editions were dedicated to great Russian artists like Peter Tchaikovsky, Leo Tolstoi, Fedor Dostoevsky and Alexander Pushkin. From now, the watches were equipped by decorated and refined high- precision movements. In Germany, the products by “Alexander Shorokhoff“ advanced to be an insiders‘ tip among the watch enthusiasts.
2011 until today RECOGNITION
The artful collection “Avantgarde“ was shown, for the first time, at the watch exhibition “Munichtime 2011”. The new revolutionary design with its extravagant shape and language of colours and forms – “Art on the Wrist“ was convincing the visitors at the first go. A number of nominations and prises as e.g. for the “German Design Award“ and "Goldene Unruh" followed.
HAND MADE MOVEMENTS’ ENGRAVINGS OF CHOICE BEAUTY
A special feature of the Alexander Shorokhoff watch manufacturerUREN
It is a master work to assemble more than one hundred of tiny components into a functioning watch movement. The special quality of the watchmakers’ work in the Alexander Shorokhoff manufacturer consists in the refinement of these parts by extravagant engravings resulting in the creation of movements of excellent beauty.
The movements impress by their hand engraved bridges, the screws of blued steel and the finely polished levers. Engravings at the hard part of the rotor are very difficult and rarely to find. This part consists of very hard and heavy metal alloy and is usually printed. Not so in the Alexander Shorokhoff watch manufacturer.
Every watchmaker is responsible for “his” watches from the beginning to the end. This is noted down in the certificates, together with the case number, the deviations of accuracy, the amplitude and the water resistance. All certificates issued by the Alexander Shorokhoff watch manufacturer include the signature of the responsible watchmaker.
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