Red is an attitude
> Masculine elegance in its best form
DURING this year's Basel Watch Fair, watch designer Alexander Shorokhov wanted to strike a new path under his main headline, "Art on the Wrist" by raising the tone of his design to a new level.
The new rarified guiding theme is "Red". Red is a multi-layered colour arousing emotions, exuding warmth and love, standing for beauty as well as for power and strength.
"The most perfect colour is red" were German poet Goethe's words in his book, "Theory of Colours". The new collection by Alexander Shorokhoff is just underlining this statement.
"To give it a total red colour was not by accident but it should be perceived as an emotional and philosophical guidepost running through all three lines of the brand," said Shorokhov, the founder of Alexander Shorokhoff. In order to show the manifold facets of red, he is working with different combinations, colour schemes and hues. His aim is not a provocation but the complement and perfection.
The red ring applied to the sportive-elegant chronograph of the Avantgarde collection should intensify its elegant and fresh appearance. At the same time, it proves that this powerful colour can be applied in a quiet discreet manner. The two red hands are finally completing the combination of black-white-red.
The red and yellow seam stitches at the leather strap do not mar the elegant and sportive overall picture of the watch but give it a more avant-garde and innovative touch.
For this watch model, Alexander Shorokhoff is using two different movements: the robust, reliable hand winding chronograph movement cal. 3133 Poljot or the automatic chrono cal. 2030 by Dubois Depraz. The movement 3133 is completely reworked in the Alexander Shorokhoff watch factory. The components are decorated with hand engravings or get a cloud polishing, after which they are refined by gold plating. For the calibre DD2030, the rotor is refined by hand engravings and gold plating. The plating is made in rose gold to give the general impression of "Red" perfectly.
"A good artist needs only three colours – black, white and red," said Titian, a painter of 16th-century Venice.
Alexander Shorokhov wants to prove this statement by his vision of a rarefied watch design. Would it become a guidepost or even a new trend in watch design or not, this will be told in time.
For Shorokhov, he does not want to deviate from his way of creating "Art on the Wrist". He wants to remain true to his ideas and to translate his visions into action.
Lucky charm ... Fedor Dostoevsky Chronograph Automatic FD41.
Sportive elegance ... Avantgarde Chronograph 3133 Red C01-4R.