Baselworld 2017 – AS represented twice

At the end of March, the exhibition “Baselworld 2017“ closed their doors and an exciting week full of technical innovations and newest trends came to an end.

We exhibited our novelties in the “Zaha Hadid Pavilion“ in Weil am Rhein, which is located near the Baselworld on over 700 square meters.The Pavilion has been established as the “Fair location” of “Alexander Shorokhoff” over the last years.
This year we were also directly present at the Baselworld in a new area in hall 1 – the so-called “Design Lab“. This area has been created in order to give famous designers and up-coming independent brands their own exhibition room in a good location within the luxury hall 1. This enlargement of our exhibition conception was definitely a boost for us in many ways.

This year’s exhibition was dedicated to our own watch collections. Under the sign “Art on the Wrist” we arranged an exhibition with 4 exclusively decorated rooms.
The first room was called “History-Room”, where the most successful watches of our 25 years lasting history were presented. The “Heritage-Room“ exuded a special atmosphere of the bygone era of the 19th century, suitable to our classical and traditional “Heritage”-watch collection. The “Vintage-Room“ evoked nostalgic memories and took our visitors on a fascinating time travel back to the 60ies of the last century. The exhibition has been completed by the “Avantgarde-Room“ in abstract, colourful and exceptional decoration.

We are very proud of the outcome and feedback of this fair. The watch models of the new “Vintage“-collection are as good as sold out and some of the “Unique“-models are already completely ordered and out of stock. The remarkable Tourbillon models amazed not only our distributors, but also the press.
The fair was a complete success. In conclusion of this successful exhibition we celebrated a fantastic gala event on the occasion of the 25th anniversary of the company with a four-course menu, great live music and a small enchanting fashion show. We had a great evening with our invited guests, friends and representatives of the press.