Helios Luxe brings German watchmaker Alexander Shorokhoff into an exclusive strategic partnership

Strengthening its strategic focus on curated global partnerships, Helios Luxe has announced its exclusive association with Alexander Shorokhoff, the German independent watchmaker celebrated for its limited-edition timepieces that place avante garde art at the heart of fine mechanical craftsmanship.

This launch reinforces Helios Luxe’s commitment to expanding its accessible luxury portfolio with distinctive international maisons that cater to India’s increasingly discerning and culturally attuned luxury consumer. With this addition, the brand anticipates sustained momentum in the accessible luxury segment in the upcoming fiscal year.

With 5 exclusive and 7 other international brands introduced to India over the past 18 months, Helios Luxe has emerged as a strategic gateway for global watchmakers seeking a meaningful entry into the country. By offering a platform that allows each maison to present its identity with authenticity, Helios Luxe continues to drive higher-value retail, deepen collector engagement and expand access to differentiated mechanical watchmaking.

In this context, the arrival of Alexander Shorokhoff aligns seamlessly with this vision, as the brand, guided by Alexander Shorokhov’s philosophy of “Art on the Wrist”, approaches watchmaking as a form of cultural expression, blending German engineering precision with bold artistic interpretation. Among the highlights of the collection is the Kandy Avantgarde 2, inspired by the abstract works of Wassily Kandinsky and limited to 100 pieces worldwide, featuring a bold geometric dial and vivid colour palette that reflect the maison’s artistic identity. This forms a part of Helios Luxe’s curated offering of rare, individually numbered mechanical timepieces for discerning collectors.

Speaking on the launch, Rahul Shukla, VP & CSMO, Watches Division, Titan Company Limited, said, “The Indian luxury consumer today is increasingly drawn to brands with a strong narrative and clear creative identity. We are responding to this shift by deepening our portfolio of independent watchmakers while enhancing our after sales service standards. Alexander Shorokhoff embodies a story-led approach to fine watchmaking, and its entry into India reflects our commitment to curating culturally rooted, thoughtfully crafted, global maisons through Helios Luxe. Encouraged by the increasing traction for independent brands, we intend to deepen market reach by establishing 45 Helios Luxe boutiques across metros and select Tier 1 cities in the coming fiscal.”

Alexander Shorokhov, CEO of Alexander Shorokhoff Uhrenmanufaktur GmbH said, “India represents an exciting new chapter for us. We produce in very limited, numbered editions, and presenting these rare pieces to a vast and evolving luxury market like India is both exciting and meaningful. With Helios Luxe, we are introducing our manufactory to a country that deeply values culture, individuality and mechanical depth. We look forward to engaging with Indian collectors who appreciate rarity, strong narratives and a distinctive design language in the timepieces they choose to own.”

The India launch of Alexander Shorokhoff introduces a curated portfolio of 16 limited-edition timepieces spanning avant-garde, vintage-inspired and complication-led creations, including the Kandy Avantgarde 2, Winter, Sixtythree, Neva Brown, Neva Chrono, Full Calendar Cadamomo, Shar, Swan Lake Alarm, Lucky 8, Crazy Eyes Chrono, Flensi, Happy Second and Emotion Due. The collection features automatic, hand-wound and chronograph movements with in-house hand engraving and refined finishing, with most references limited to between 30 and 100 pieces worldwide. Each watch is handcrafted, assembled under the brand’s “one man, one watch” philosophy, individually numbered and available exclusively in India through 6 Helios Luxe boutiques.