For more information please visit Alexander Shorokhoff: Start pageDear watch-friends,
It is a pleasure for us to inform you that the flagship of the AVANTGARDE line, our watch model “Miss Avantgarde”, was nominated by the Design Council for the participation in the German Design Award 2014, in the category "Lifestyle".
The German Design Award is the international premium price awarded by the German Design Council. For already 60 years, as an economic competition in favour of the economy, it emphasizes the design competence of the participants, awarding the top products and projects of the product and communication design. Only the best creations and projects are accepted to participate in this competition, thus the nomination alone is already like getting an award...
In ten competition categories are rated such criteria as design quality, level of innovation, brand value, functionality and ergonomic aspects. For each of these disciplines, the corresponding specialists of the jury are voting on the quality of the products and projects. First, each group of the jury is nominating ten winners; after this, all jury members together are selecting among them the final “gold price winner” of each category.
“Miss Avantgarde” is nominated in the category "Lifestyle". “Your design attracted our attention because it stands out from the crowd and convinces right to the last detail," so begins the letter of the German Design Council of German Design Awards.
The design of the watch “Miss Avantgarde” is reflecting the art of avant-garde of the last century. The dial of this unique watch remembers the Russian modern art of Malevich and Kandinsky, where abstraction and dynamics are the main design elements. The figure „60” as typical structural design element of the whole AVANTGARDE line dominates the dial. Other design elements are spirals, lines and circles in front of several backgrounds and colours. A mechanical, precisely refined movement is beating inside of this watch, its stainless steel case being equipped with sapphire glass on the top. Thus, the Miss Avantgarde with diameter of 39 mm and a height of 9 mm seems to be perfect for a lady’s wrist.