A new signpost for the watch design?
“Alexander Shorokhoff“ is well known in the watch industry for his uncommon avant-garde and colourful creations. Watch models like “Miss Avantgarde“, “Babylonian“ or “Barbara“ have been nominated for the German Design Award, and the last mentioned has been awarded by a „Special Mention“.
At the Basle Fair 2016, “Alexander Shorokhoff“ wants to strike a new path under his main concept “Art on the wrist” and to raise the tone of his design to a new level. He will present a new collection “RED“. The most perfect colour is the red”, were Goethe’s words in his theory of colours. The new conception by “Alexander Shorokhoff” is just underlining this statement.
“The total red has not been chosen by accident. It is an emotional and philosophical guidepost running through all three lines of the brand “AS“, said Mr. Shorokhov. 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 complement and perfection.
During the watch exhibition in Basle from 16th – 20th March 2016, the company “ASUM” will present its new extraordinaire watches in the “Zaha Hadid“-pavilion in Weil am Rhein.
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