Watchmaker Alexander Shorokhoff in the Jakarta Globe

In this article from the Jakarta Globe evocatively headlined "In the Land of Rubber Time, Watches Still Have Meaning", Tunggul Wirajuda introduces Indonesia's watch lovers and collectors to the watchmaker Alexander Shorokhoff and his watches.

The article starts by quoting Alexander Shorokhoff making some bold claims -- saying that he employs "no watchmakers but only watch masters", also saying that movements, fine engravings and parts in his watches are all handmade and that that is the reason why they only make 500 watches of all types annually, and also says that Alexander Shorokhoff himself designs his timepieces from the eponymous collection. 

Alexander Shorokhoff is also quoted in the article saying that while the Shorokhoff brand is obscure compared to Patek Philippe or TAG Heuer, wearing his watches is apparently more of a statement. The author then goes on to quote Alexander Shorokhoff saying that his is the only company in the world at the moment that makes true avant-garde watches.

The author then writes that Jakarta's watch buffs now get a chance to buy Shorokhoff’s watches, as Indonesia's retail chain Red Army Watches has added them to its collection of Russian products that already include Poljot and Vostok. The article says that, sold for an average price of between Rp 14 million to Rp 33 million ($1,300-$3,000), Shorokhoff’s watches range from the unassuming yet elegant chronographs to exquisitely crafted timepieces. 

According to the article Shorokhoff's watches are made in Germany and there is a bit of personal history behind the fact -- Shorokhoff first came to Germany in 1991, just before the dissolution of the Soviet Union. He  was among 20 or so managers sent to the West by Soviet Premier Mikhail Gorbachev, to learn about "free trade", which was in line with his (some would say misguided) policy of Glasnost and Perestroika, and Shorokhoff's been living there since. A year later he founded a marketing company to market and sell Russia’s most iconic watch — the Poljot — to the West.

Then in 1995, Alexander Shorokhoff started making watches himself under the label “Poljot International” to meet international demand after Poljot’s manufacturing center, the First Moscow Watch Factory, was, as he claims, unable to do so.

The article goes on to say that Shorokhoff started up Alexander Shorokhoff Watches, based in the small German town of Alzenau, in 2003 after the distinctive designs he made for Poljot International began to be in demand around the world.

Shorokhoff said the designs are inspired by his observations of watch lovers around the world, as well as his eye for avant-garde aesthetics and Russian traditions.

This is reflected in Alexander Shorokhoff’s Heritage collection of watches, a nod to his Russian roots. Named after iconic Russian cultural figures like Leo Tolstoy, Alexandr Pushkin and Pyotr Ilyich Tchaikovsky, they have a vintage, 19th-century feel combined with modern precision technology. Produced to a limit of 25 pieces per watch, the timepieces embody Shorokhoff’s notions of individuality.

In conclusion the article says Shorokhoff has plans to add to his line of watches, which currently numbers about 40 timepieces. What he has up his sleeve has yet to be revealed, concludes the author.

Alexander Shorokhoff in a picture from the article.