Inhorgenta Talk: Alexander Shorokhov (Managing Director Alexander Shorokhoff) and the Democratization of Art

For lovers of mechanical watches, art, and skillful color combinations, the German manufacturer Alexander Shorokhoff presented a creative explosion of new products at Inhorgenta 2026. Carry, Frozy, Kandy Fantasy, and Karandash reflect the creative spirit of brand founder Alexander Shorokhoff.

(left: Alexander Shorokoff (Managing Director) and Inga Duffy-Shorokhova (Marketing & Art) of Alexander Shorokhoff)

In an interview with Insight Luxury, Alexander Shorokhov spoke about his favorite watches, new designs, his target audience, and the democratization of art.

Insight Luxury: They constantly surprise me with new designs, color combinations, and artistic touches. Each watch seems unique, born from a fresh, creative idea. But what connects all these watches?

Alexander Shorokhov: A love of art, color, and my exceptional design connect all my watches. I know that many of my watches are different – and that's precisely what unites them all. It might sound strange, but it's true.

Naturally, 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 finished movements, as well as the genuine, authentic stories behind them, also connect all the watches.

For me, it's important to be free, or rather, to have the freedom to push boundaries and create models that I feel and dream about. That's precisely what freedom and connection mean to me.

Alexander Shorokhov (Managing Director Alexander Shorokhoff)

IL: The "Shar" remains my favorite watch in your collection. Do you actually have a personal favorite watch in your range?

AS: That's not an easy question, because all my creations are very dear to me. I've put a lot of heart and soul and creativity into every model, and I'm also extremely pleased with many of my designs.

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 find the "Carry" and "Karandash" models very successful.

I personally wear the "Happy Second" in Bordeaux. This model, which is very classic compared to the others, also appeals to me a lot. I love the rounded case, and the color of the dial is also exceptional.

IL: Is there an idea for a watch that you've been carrying around with you for a long time, but you don't know how to implement that idea?

AS: I have many ideas and projects that haven't been implemented yet. I now have a large book containing all my designs that are waiting to be realized.

We've been working on a new model called "Revolution Explosion" for some time now – it features a transparent case and geometric shapes. We hope to bring this model to market soon. Another model, called "Gorod" – Russian for city – is also in development. But I'm confident we'll be able to unveil it soon as well.

I've also been working on a table clock for some time now. However, this project isn't so easy, and it will certainly take a while until I know exactly how to implement it.

Furthermore, we plan to produce a particularly high-quality, one-of-a-kind piece in the future, called "Dream ONE." But I can't reveal much about it yet. So, as you can see, things are always exciting with us.

Alexander Shorokhov (Managing Director Alexander Shorokhoff)

IL: Ever since I've been in the watch industry, the wristwatch has been repeatedly declared dead. When the smartphone came along, when the smartwatch came along… Yet classic watches continue to be in high demand, even among younger people. What do you think is the reason for this?

AS: I am firmly convinced that the mechanical watch will always have its place.

What is created by humans lives on because it is imbued with human energy, passion, and dedication. Products that are purely machine-made on an assembly line, on the other hand, often only last until the next technological development replaces them.

Alexander Shorokhov (Managing Director Alexander Shorokhoff)

A genuine mechanical watch possesses not only material but also emotional value. It is an expression of style and individuality – something that is consciously chosen and worn.

Especially in a technology-dominated age, young people are increasingly seeking authenticity and values, products with history and soul – and things that allow them to differentiate themselves from others. For me, both worlds can coexist without replacing each other.

IL: Who are the buyers of your – in the best sense – exceptional watches?

AS: It is people who can develop, receive, and pass on emotions. Our watches embody precisely this emotional energy. Art, too, is not accessible to everyone. But those who can feel and absorb it are our customers.

IL: Do you still see yourselves as a niche brand?

AS: Is art a niche? If you look at Abraham Maslow's hierarchy of needs, it occupies a higher level – it's not among the basic needs required for mere survival. And that's exactly how many people perceive it.

In my opinion, however, we are not operating in a niche. Rather, we are at a certain level where we consciously cannot – and do not want to – appeal to everyone.

Our target group is clearly defined. What fascinates me most is that this group is constantly growing and has even expanded rapidly recently. To be honest, I'm still searching for a definitive explanation for this. The price point of our brand likely contributes to it: it enables a kind of "democratization of art" and makes exceptional design accessible to more people.

Alexander Shorokhov (Managing Director Alexander Shorokhoff)

IL: What significance does Inhorgenta have for you as a B2B trade fair?

AS: Direct communication with consumers is growing steadily in almost all markets. Nevertheless, jewelers and watchmakers remain the most important element for building a brand's image.

There, the customer not only receives the best service, but also a personal and thorough explanation of the brand, its values and unique features. It is precisely there that the brand image is created and solidified.

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 maintains a certain down-to-earth approach and the ability to think ahead and identify emerging trends early on. In the future, I would like to see the Inhorgenta Award further democratized and the selection of the best products made through a more refined and transparent process.

Furthermore, I think an additional visitor day for end consumers is a very good idea to make the trade fair even more engaging and to reach new target groups.

Alexander Shorokhov (Managing Director Alexander Shorokhoff)

IL: The theme of this year's Inhorgenta is craftsmanship. How much craftsmanship is in your watches? And why is craftsmanship still so in demand?

AS: For us, everything begins 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 consistently at a high level of craftsmanship: through engraving, skeletonizing, enameling, precise assembly, and meticulous final inspection. Every step adheres to the principles of authentic craftsmanship.

In a time when so much is automated, our handcraftsmanship gives each piece its distinctive character. Our in-house craftsmanship also allows us to realize our unique designs and offer our customers something they can't find anywhere else.

We can also fulfill individual requests and custom-made products. I am convinced that this is precisely where part of today's demand lies.

In a fast-paced, technology-dominated world, the longing for something special and unique – for personality instead of mass – is growing.

Alexander Shorokhov (Managing Director Alexander Shorokhoff)

IL: What exciting new products will you be 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 "Frozy" model. For this watch, we have developed a particularly aesthetically pleasing case that impresses with its stepped design and multiple bezels. A special highlight is the exceptional surface, reminiscent of fine diamond dust.

This fascinating effect is created through a special manufacturing process in which the material is treated with a chisel-like engraving process. The result is shimmering bezels with an impressive depth effect – another innovative detail of our new collection.

The "Karandash" model is another highlight of the collection, impressing with its high-contrast, avant-garde look and excellent value for money. We have already received many orders, and of the 50 pieces, only eight remain.

Furthermore, we are 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 sure to cause a stir – we're convinced of it. The dial reflects Alexander Shorokhoff's architectural background and showcases a captivating composition of buildings, people, and emotions. New details are revealed with every glance, and the entire design pulsates – like a real city. This is precisely what the name "Gorod," which originates from Russian, means.

alexander-shorokhoff.com