Let’s get one thing straight, most watches are painfully well behaved. Sensible, restrained, and about as adventurous as a cup of lukewarm tea. And then there is Alexander Shorokhov, who quite clearly decided that if you are going to wear a watch, it might as well have a personality. His arrival in India through Helios Luxe by Titan Company Ltd. is not just another retail tie up, it feels more like someone has flung open the doors and let a bit of glorious chaos into an otherwise orderly room. Helios Luxe, riding a serious wave in the accessible luxury space, has been quietly building a portfolio that actually means something, and this partnership only sharpens that intent. Because Alexander Shorokhoff Uhrenmanufaktur GmbH watches are not here to blend in, they are here to be noticed, debated, and quite possibly argued over. Take the Kandy Avantgarde 2 for instance, inspired by Wassily Kandinsky, a riot of colour and geometry limited to just 100 pieces, and about as subtle as a supercar in a school zone. It is bold, expressive, and entirely uninterested in playing by the usual rules of horology. Amidst all this, Outlook Luxe had the opportunity to sit down with Inga Alexandrovna Duffy-Shorokhova, Marketing Head and daughter of the founder, who offered a fascinating glimpse into the thinking behind the brand. Speaking with clarity and conviction, she revealed how the idea of art on the wrist is not just a philosophy but a deeply personal legacy, one that blends family, craftsmanship, and a rather fearless approach to design. The result is a brand that does not just tell time, but insists you look at it differently.
You are visiting India at a time when the country’s luxury watch market is expanding rapidly. What excites you most about engaging with Indian collectors and enthusiasts?
Alexandrovna Duffy-Shorokhova: We are very excited to be here at the right time, when the market is developing, and with the right partner in Helios Luxe. It feels like the perfect moment to introduce our collection, to share our creative process, and to tell people what Alexander Shorokhoff is truly about. This is the right way to begin our journey here.
How did your association with Helios Watch Store come about, and what made it the right partner to bring your brand closer to Indian consumers?
ADS: We first met about two years ago at a watch fair, where Mr. Rahul discovered our watches and connected deeply with our story. We had very strong communication from the beginning and spent time understanding how to build this relationship. After two years of discussions, we finally made it happen, and we are very happy to develop our brand in India with Helios Luxe.
Your watches are often described as “art on the wrist.” What inspired you to merge avant-garde art with traditional watchmaking when you founded the brand?
ADS: It comes from our roots. We are a German brand with Russian origins. To create something like this, you need to feel emotion, art, and design deeply. We combine German precision with emotional and creative expression. This is not something we invented artificially, it grew naturally from who we are.
Many of your timepieces are produced in limited numbers and feature hand-engraved movements. In today’s competitive watch market, how important is exclusivity to your philosophy?
ADS: It is very important. Today’s world is fast and digital, but craftsmanship is about heritage. A watch is not something you replace like a phone. It is something you keep, connect with, and cherish. That emotional value is essential.
Your latest novelties continue to showcase bold colours and unconventional design elements. What was the creative thought process behind this newest collection?
ADS: All our watches belong to the concept of art on the wrist, especially within our avant -garde collection. Each model is different. Some are floral, some elegant, some inspired by artists like Picasso or Klimt. We do not follow trends, we create our own direction.
Models like the ‘Crazy Balls’ have become signature expressions of your artistic style. What inspired such playful and expressive designs in a traditionally conservative industry?
ADS: The Crazy Balls model is inspired by Gustav Klimt. His work featured ornamental patterns and circular motifs. We took that inspiration and interpreted it in our own way to create something uniquely Alexander Shorokhoff.
Your collections often reference art, architecture, and European cultural heritage. Could you tell us the story behind one particular watch from your newest releases?
ADS: The Candy Avantgarde is inspired by Wassily Kandinsky. He associated colours with shapes, like red with triangles and yellow with circles. We took this idea and translated it into our design language, creating something original yet inspired.
From the Heritage series to the Avantgarde line, your collections span very different aesthetics. How do you balance classical horology with experimental design?
ADS: We have a wide collection which have avant-gardistic elements. The colourful model you see even though there are elements which communicate with each other maybe the hands, the big 60 on top so it’s always well thought through concept.
Do you see potential for a limited edition inspired by Indian art, culture, or architecture in the future?
ADS: Definitely yes. The last days we spent here in India were very inspiring and my dad who is creating all the designs was inspired by the culture, by the people, by the nature by everything here and we are really thinking about more models maybe some Indian inspired we will see what happens in the future.
