Alexander Shorokhoff

Co-Founder

Alexander Shorokhoff Watches

What inspired you to leave Russia and pursue your career in Germany during the early 1990s?

In the early 1990s, I was sent by the Russian government to Germany (Gorbatchov-Kohl Agreement) to study the system of a market economy. During that time, I developed a deep connection to German culture, precision, and craftsmanship. After completing my studies, I took the offer of the Fisrt Moscow Watch Factory Poljot to represent in Europe and founded a distribution company for it. But my true passion went beyond distribution.  I wanted to create my own timepieces that would combine the artistic spirit and cultural richness of Russia with the technical excellence and quality of German watchmaking. That was the beginning of my own brand, Alexander Shorokhoff.

Your brand carries your name how does personal identity shape your watchmaking philosophy?

My name on the brand means responsibility, authenticity, and artistic expression. Every watch I create carries a part of my personality, my philosophy, and my cultural background. I see watchmaking not only as a technical discipline but also as a form of art a way to express emotions, ideas, and individuality. That’s why each timepiece is designed with a strong artistic identity and a clear message. It’s not about mass production, but about creating something meaningful, something that reflects both my vision and the uniqueness of the person who wears it.

Alexander Shorokhoff watches are known as “Art on the Wrist.” How do you define this concept?

“Art on the Wrist” is the essence of my philosophy. For me, a watch is much more than a device for measuring time it is a canvas for creativity and emotion. Every model tells a story and carries artistic elements inspired by architecture, painting, literature, and music. I want people to feel something when they look at our watches not just admire the mechanics, but also experience the art behind them. Each timepiece should awaken emotions, spark inspiration, express individuality, and break away from the standard. That is what “Art on the Wrist” truly means to me.

How do you balance avant-garde creativity with the precision expected from German watchmaking?

Balancing avant-garde creativity with German precision is at the heart of what I do. I believe that art and accuracy can coexist in perfect harmony. My creative ideas often start with bold, unconventional designs shapes, colors, and concepts that express individuality and emotion. But these ideas are always realized with the utmost precision, craftsmanship, and technical discipline that define German watchmaking. Every artistic detail must also meet the highest standards of quality and functionality. In this way, each watch becomes a fusion of imagination and engineering emotional in design, but precise in execution.

Your watches feature hand engraving, enamel work, and skeletonized movements. Which aspect of craftsmanship do you find most rewarding?

The combination and balance of all these elements in an artistic way is what I find most rewarding. Whether it’s engraving a delicate pattern, applying enamel with perfect precision, or skeletonizing a movement to reveal its inner beauty each process requires a true sense of harmony. For me, it’s a special feeling to see, and at the same time experience in my own models, how skilled hands can transform raw materials into something extraordinary and emotional. You can almost feel the energy of the engraver or enameler, who puts their whole heart into the watch. Anyone who has visited our manufactory and seen how we engrave, enamel, or skeletonize by hand will be truly amazed.

Many of your watches are produced in limited editions. How does exclusivity influence your design choices?

Exclusivity gives me the freedom to really push the limits and experiment with my designs. It lets me play with unusual shapes, colors, and artistic ideas without holding back. I probably have 300–400 designs in my notebook, and turning them into limited editions is the only way to bring as many of them as possible to life. Limited editions also create a special bond between the watch and its owner each piece becomes a personal statement, a wearable work of art that only a few people in the world will ever have.

The CEO Skeleton is one of your standout models. What story does this watch tell about your brand?

The CEO Skeleton embodies the philosophy of Alexander Shorokhoff like no other, but it comes with a very special background. I created this watch for CEO-type people like myself to reward them with an exclusive piece, to honor their hard work with something truly beautiful. That’s why it carries its name. It’s a watch for people who have achieved something in their lives. You don’t have to be a businessman or own a company it’s more about celebrating your own accomplishments and treating yourself to something special. Like every watch I create, this model carries its own unique meaning, but each wearer also creates their own story with it. And that, I think, is the most exciting part don’t you agree?

Are you experimenting with new materials or techniques for future collections?

Yes, innovation is really important to me. Standing still is the death of every creative person especially for me. While I deeply respect traditional watchmaking techniques, I’m always exploring new materials, textures, and methods to give our timepieces a fresh, contemporary edge. For example, the Swan Lake alarm model with its double-opening case, the Regulator Chrono 2 with our own developed complication, a skeletonized date ring, and hour bridge, or the Los Craneos, which has two movements in one watch for a double time zone. Another highlight is the current Flensi model, featuring a titanium bezel for that extra wow factor. We also work with miniature painting, and for the Colibri 2 model, we even created a dial using 3D printing. There’s so much more to tell, I could give you countless examples but the best way is to see for yourself.

How do you ensure each watch meets your exacting standards before leaving the manufactory?

Quality and precision are at the heart of everything we do. Every watch undergoes a meticulous inspection at multiple stages of production from the movement assembly to the finishing of the dial and case. Each detail, no matter how small, is carefully checked by skilled craftsmen and by myself personally. We test functionality, accuracy, and durability, as well as the artistic elements that make our watches unique. Only when a timepiece meets both our technical and aesthetic standards does it leave the manufactory. For me, every watch must be perfect, because it carries not only our name but also our passion and vision.

What has been the biggest challenge in growing a luxury watch brand in Germany with Russian roots?

The biggest challenge was staying true to the path I had chosen. Any bold or unconventional design, or unexpected combination, faced resistance in the market at first sometimes for two or three years. I had to hold firm! I didn’t turn left or right, didn’t go down. I just stayed my course and kept moving forward. Over time, I realized that following my own path and this unique combination of creative design, craftsmanship, and high-quality technical aspects became our greatest strength, allowing Alexander Shorokhoff to stand out and gain recognition in the luxury watch market. After all, our time in this world is too short — and far too short for boring watches. I am happy whenever I can bring a smile to someone’s face with my works of art.

Collaboration is important in art and watchmaking. Have you worked with contemporary artists or designers?

Yes, collaboration is very important to me, because it brings fresh ideas and perspectives into our work. Over the years, I have had the pleasure of working with contemporary artists and designers who share a passion for creativity and craftsmanship. Take the Barbara watch, for example its dial is so beautifully designed, it almost feels like you could play the piano on it. Then there’s Kostya Tszyu, the boxing legend, whose energy and personality inspire a bold, dynamic approach to design. And we’re not stopping there our upcoming collaboration with Jochen Benzinger promises even more creative sparks. By inspiring each other, we keep pushing the boundaries and making each watch a true artistic statement.

Which watch in your collection is your personal favorite, and why?

My personal favorite is the Miss Avantgarde. It was the first truly creative watch of our brand and set everything in motion for what Alexander Shorokhoff would become. It embodies the beginning of our artistic journey and represents the courage to express individuality through design. Of course, every watch I create carries a piece of my soul and reflects my artistic spirit, but Miss Avantgarde will always hold a special place in my heart as the model that started it all.

What advice would you give to young designers or entrepreneurs entering the luxury watch industry today?

It is important to always stay true to yourself, and it also takes courage. Today, there are so many amazing watch brands, but to stand out, you need to bring something unique something the world has not seen before. Being authentic is everything. If you offer an honest story, excellent quality, and approach your work with courage, confidence, and perseverance, success will follow. You must believe in yourself, even when you face obstacles. Be independent, stay true to your chosen path, and be courageous. That is exactly what I did at the beginning of my journey.

Quality and precision are at the heart of everything we do. Every watch undergoes a meticulous inspection at multiple stages of production from the movement assembly to the finishing of the dial and case. Each detail, no matter how small, is carefully checked by skilled craftsmen and by myself personally. We test functionality, accuracy, and durability, as well as the artistic elements that make our watches unique.