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Russian Star – Alexander Shorokhoff unveils his Avantgarde collection in Kuala Lumpur
VIDEO:
Alexander Shorokhoff showcased the Avantgarde collection at an exclusive morning coffee session hosted by Red Army Watches. The event held at Bistro 42 Bangsar Village II was attended by collectors, enthusiasts and members of the media who were given the opportunity to peruse the collection up-close for the very first time in Kuala Lumpur. The Avantgarde collection introduces three new time pieces – Avantgarde Chronograph C01, Avantgarde Regulator R01 and Avantgarde Automatic– all of which pays homage to the 1960s with prominent 60 numerals displayed on the dial face.
“I’m a child of the sixties,” Shorokhov states. “It was a fascinating era: The Beatles revolutionised music; John. F. Kennedy was elected the youngest President of the United States and the first man landed on the moon. All of which precipitated a vanguard aura of change.” He also reiterated the symbolism of his number of choice for the collection. “60 seconds amount to a whole minute and 60 minutes make a full hour,” he elaborates. “I recall the chiming of church clocks at hourly intervals during my childhood that reminds me of the transience nature of time. It has been the catalyst that initiated my fascination with horology.”
Emceed by Xavier Mah, the event was graced my Alexander himself and executive director of Red Army Watches, Soemantri Kusumadi, who delivered the opening speech. Expounding on the history of the brand, he briefly introduced the lineage of the marquee label that includes the eclectic Heritage Series – honouring Leo Tolstoi, Alexander Pushkin, Fedor Dostoevsky and Peter Tchaikovsky with beautifully rendered timepieces – Shorokhov acknowledges his home country where he has emerged as a highly respected purveyor of niche mechanical watches, giving his Swiss counterparts a much needed run for their money.
As the sole retailer carrying Shorokhoff’s creations, Red Army Watches are likewise carving out a niche in the industry that offers connoisseurs a wider availability of choices to satiate their appetite for brilliantly crafted mechanical watches. “We cater to savvy collectors who want something different,” Kusumadi says. “Time pieces that speak to its wearer and gives a discreet satisfaction that is not ostentatious.” It is an achievement for the watchmaker that exemplifies the qualities of determination and consistency which are key elements of success.
Alexander mingled with guest and ant chatted up members of the media; sharing stories regarding the transformation the brand has undergone to ensure its products are consistent with the creative standards on which his namesake timepieces founded its legitimacy.
A lucky draw session concluded the day’s festivities, where one very fortunate guest brought home an Avantgarde Regulator R01 worth RM4,404.
For more info, log on redarmywatches.com.
About Red Army Watches
Born in July 2004, RED ARMY WATCHES was founded out of the love and passion for an almost neglected piece of history. Inspired by the oft-overlooked Russian theme, we sought to leave an indelible mark on astute aficionados by leading a revolution that will panders to those who dare to stand out. The intertwining themes of revolution and Russia, simplicity and inimitability led to the birth of Red Army Watches that continues to march forth in its quest to provide some of the most glorious and finely crafted timepieces to the Asian region.
Over the last seven years, RED ARMY WATCHES has successfully gone beyond raising awareness in Russian horology to evoking interest and an overall appreciation of all mechanical timepieces, including those from Germany, Italian and Switzerland. From Singapore, with three stores in Millenia Walk, Wisma Atria and the latest in Red Dot Museum, the Red Army contingent continued its march into Indonesia with the establishment of its first outlet at the Grand Indonesia Shopping Town in January 2008 and recently a new expansion within Senayan City in March 2010. It comes as no surprise when Red Army Watches and its revolution begin to garner a strong following from Singapore and Indonesia that we decided to spread the revolution and our business to Malaysia. The first RED ARMY WATCHES outlet in Malaysia was established in Tropicana City Mall in December 2008 followed by another expansion into Pavilion KL in October 2009 and One Utama in September 2011.
We are proud to be the exclusive distributor for the following brands: Aviator, Sturmanskie, Denissov, Moscow Classic, Poljot International, Alexander Shorokhoff, Schaumburg Watch and the Nauticfish. As an authorized distributor we provide the LIP brand from France and the Junkers and Zeppelin brand from Germany as well. We have recently added 3 new brands, Anonimo, RSW, Itaynoy, Alessandro Baldieri into our distribution in late 2010 and mid 2011.
About Alexander Shorokhoff
Alexander Shorokhov was born in Moscow in 1960 and has enjoyed a fascinating career that has taken him on a journey from engineering to the role of Managing Director of a state-owned construction company, to being chosen by Michael Gorbatchov and the Russian Ministry of Economics to study new concepts of management in the free market in Frankfurt. It was here that he obtained his excellent knowledge of watch manufacturing and developed a true passion for the craft. Utilising know-how gleaned from his years with Poljot International subsequently, he took the leap with his namesake watch label in 2003. Setting up a workshop in Alzenau, Germany, he creates watches with innovative designs that combines complex casing and movements with premium workmanship influenced by aesthetic of his home country.
Alexander Shorokhoff :Avantgarde
In March 2011, Alexander Shorokhoff unveiled a new range that caters to the young and sophisticated. Competitively priced the Avantgarde collection is competitively priced despite partially engraved movements, anti-reflective vaulted sapphire crystals and luxurious blue-dyed hands. Under the tagline “Performed By Mastery”, the first models of the “Avantgarde” collection are now available in specialised shops.
Avantgarde Chronograph C01 – AS.C01-1
Technical specs:
Movement: cal.3133 mechanical hand winding chronograph, refined with hand engraved bridges
Case: Stainless steel case, brushed with polished bezel, 44mm diameter, sapphire glass with antireflective coating
Water resistant: 5 atm
Avantgarde Regulator R01 – AS.R01-2
Technical specs:
Movement: cal.3105 mechanical hand winding regulator, refined with hand engraved bridges
Case: Stainless steel case, brushed with polished bezel, 44mm diameter, sapphire glass with antireflective coating
Water resistant: 5 atm
Avantgarde Automatic – AS.LA01-12D
Technical specs:
Movement: cal.ETA 2824 automatic
Case: Stainless steel case, brushed with diamonds hand engraved case back , guilloched dial, 39mm diameter, sapphire glass with antireflective coating
Water resistant: 5 atm
