Inhorgenta Talk: Alexander Shorokhov (CEO of Alexander Shorokhoff) and the democratization of art
For lovers of mechanical watches, art, and skillful color combinations, German manufacturer Alexander Shorokhoff presented a creative fireworks display of new products at Inhorgenta 2026. “Carry,” “Frozy,” “Kandy Fantasy,” and “Karandash” reflect the creative spirit of brand founder Alexander Shorokhov.
(left: Alexander Shorokov (Managing Director) and Inga Duffy-Shorokhova (Marketing & Art) from Alexander Shorokhoff)
In conversation with Insight Luxury, Alexander Shorokhov spoke about his favorite watches, new designs, his target audience, and the democratization of art.
Insight Luxury: You never cease to surprise me with new designs, color combinations, and artistic influences. Each watch seems to be unique and the product of a new, creative idea. But what connects all these watches?
Alexander Shorokhov: My love of art, color, and my extraordinary designs are what connect all my watches. I know that many of my watches are always different—and that is precisely what connects them all. It may sound strange, but it’s really true.
Of course, the large number 60 is always found at the 12 o’clock position, an unmistakable feature of almost all my creations. But the hand-engraved and refined movements, as well as the genuine, authentic stories, also connect all the watches with each other.
For me, it’s important to be free, or rather to have the freedom to cross boundaries and create designs that I feel and dream about. That’s exactly what freedom and connectedness mean to me.
Alexander Shorokhov (Managing Director, Alexander Shorokhoff)
IL: The “Shar” is still my favorite watch in your collection. Do you have a personal favorite watch in your range?
AS: That’s not an easy question to answer, because all my creations are very close to my heart. I’ve put a lot of passion and creativity into all of my designs, and I really like many of them.
The new “Kandy AVG Blue” model particularly appeals to me at the moment because it reflects our “art on the wrist” philosophy like no other. But I also think the “Carry” and “Karandash” models are very successful.
Personally, I wear the “Happy Second” in Bordeaux. This model, which is very classic compared to the others, also appeals to me greatly. I love the rounded case, and the color of the dial is also exceptional.
IL: Do you have an idea for a watch that you’ve been carrying around with you for a long time, but don’t know how to implement it?
AS: I have lots of ideas and projects that haven’t been implemented yet. There is now a large book with all my designs waiting to be realized.
We have been working on a new model called “Revolution Explosion” for some time now—with a transparent case and geometric shapes. We hope to be able to bring this model to fruition soon. Another model called “Gorod”—Russian for city—is also still in the pipeline. But here too, I am confident that we will be able to show it soon.
I have also been working on a table clock for quite some time. However, this project is not that easy, and it will certainly take a while before I know exactly how to implement it.
We are also planning to produce a particularly high-quality one-off model called “Dream ONE” in the future. But I can’t reveal too much about that yet. So, as you can see, things always stay exciting here.
Alexander Shorokhov (Managing Director, Alexander Shorokhoff)
IL: Ever since I’ve been in the watch industry, people have been saying that wristwatches are dead. When smartphones came along, when smartwatches came along… Yet classic watches continue to be in high demand, even among younger people. Why do you think that is?
AS: I am firmly convinced that mechanical watches will always have their place.
What is created by humans lives on because it is charged with human energy, passion, and dedication. Products, on the other hand, that are produced purely by machines on an assembly line often only last until the next technical development replaces them.
Alexander Shorokhov (Managing Director, Alexander Shorokhoff)
A genuine mechanical watch has not only material value, but also emotional value. It is an expression of style and individuality—something that you consciously choose and wear.
Especially in an age dominated by technology, young people are once again increasingly searching for authenticity and values, for products with history and soul—and for things that set them apart from others. For me, both worlds can exist simultaneously without replacing each other.
IL: Who are the buyers of your watches, which are extraordinary in the best sense of the word?
AS: It is people who can develop, receive, and pass on emotions. Our watches also embody precisely this emotional energy. Art is not accessible to everyone either. But those who can feel and absorb it are our customers.
IL: Do you still see yourself as a niche brand?
AS: Is art a niche? If you look at Abraham Maslow’s hierarchy of needs, it is on a higher level—it is not one of the basic needs required for pure survival. And that is exactly how many people perceive it.
In my opinion, however, we are not operating in a niche market. Rather, we are at a certain level where we consciously cannot appeal to everyone—nor do we want to.
Our target group is clearly defined. What fascinates me most is that this group is constantly growing and has even expanded rapidly in recent times. To be honest, I am still searching for a definitive explanation for this. Presumably, the price range of our brand contributes to this: it enables a kind of “democratization of art” and makes exceptional design accessible to more people.
Alexander Shorokhov (Managing Director, Alexander Shorokhoff)
IL: How important is Inhorgenta as a B2B trade fair for you?
AS: Direct consumer marketing is growing steadily in almost all markets. Nevertheless, jewelers and watch retailers remain the most important element in shaping a brand’s image.
There, customers not only receive the best service, but also a personal and in-depth explanation of the brand, its values, and special features. This is precisely where the brand image is created and consolidated.
In my view, jewelers are the heart of the market. That’s why Inhorgenta is so important to us.
Alexander Shorokhov (Managing Director, Alexander Shorokhoff)
IL: What do you particularly appreciate about Inhorgenta? And what suggestions for improvement do you have?
AS: What I particularly appreciate about the trade fair is its openness and internationality. At the same time, it retains a certain down-to-earth attitude and the ability to think a few steps ahead and pick up on developments at an early stage. In future, I would democratize the Inhorgenta Award even more and make the selection of the best products a more sophisticated and transparent process.
I also think that an additional visitor day for end consumers is a very good idea to make the trade fair even more accessible and to reach new target groups.
Alexander Shorokhov (Managing Director, Alexander Shorokhoff)
IL: The main theme of this year’s Inhorgenta is craftsmanship. How much craftsmanship goes into your watches? And why is craftsmanship still so sought after?
AS: For us, everything starts with the design. Even this first step is true craftsmanship—with a pencil, freehand sketches, and a clear artistic vision. From there, the process continues at a consistently high level of craftsmanship: through engraving, skeletonizing, enameling, precise assembly, and careful final inspection. Every step follows the standards of authentic craftsmanship.
In an age where so much is produced automatically, our handcrafting gives each piece its own distinctive character. Our in-house craftsmanship also enables us to realize our unique designs and offer our customers something they won’t find anywhere else.
This also allows us to fulfill individual requests and produce custom-made items. I am convinced that this is precisely what part of today’s demand is all about.
In a fast-paced, technology-dominated world, there is a growing desire for something special and unique—for personality rather than mass production.
Alexander Shorokhov (Managing Director, Alexander Shorokhoff)
IL: What exciting new products are you showcasing at Inhorgenta, and what creative ideas can we look forward to in the coming months?
AS: At this year’s Inhorgenta, we are presenting our new model, “Frozy.” We have developed a particularly aesthetic case for this model, which impresses with its stepped design featuring several bezels. A special highlight is the extraordinary surface, which is reminiscent of fine diamond dust.
This fascinating effect is created using a special manufacturing process in which the material is treated with a graver-like engraving process. The result is sparkling bezels with an impressive depth effect – another innovative detail in our new collection.
The Karandash model is another highlight of the collection and impresses with its contrasting, avant-garde appearance and excellent value for money. We have already received many orders, and only eight of the 50 pieces are still available.
We are also planning a successor to the “Revolution Avantgarde” model. This will be one of the main models in the new collection and will be called “Revolution Explosion.” With its avant-garde and colorful dial design, it will continue to honor the distinctive style of Alexander Shorokhoff.
Another creative model called “Gorod” is also sure to cause a stir – we are convinced of that. The dial reflects Alexander Shorokhoff’s architectural background and shows a fascinating composition of buildings, people, and emotions. Every glance reveals new details, and the entire design pulsates – just like a real city. This is precisely what the name “Gorod,” which comes from Russian, means.
