Alfex_Mag 0.1_EN

overTime.
issue 0.1 / 2013
the alfex mag.
tuesday
7:00 a.m.
marcus weber_ceo alfex
_ 5
8:00 a.m.
alfex & mosalt_a piece of russian history
_ 7
9:00 a.m.
a chat with guido cadei
_ 9
11:00 a.m.
swiss design culture_josef müller-brockmann
_ 13
simone ciotola / pasquale feola
12:00 a.m.
report from baselworld 2013
_ 17
1:00 p.m.
alfex_collection fall/winter 2013
_ 23
3:00 p.m.
alfex_reference sheet
_ 25
4:00 p.m.
on the lanes of traditions
lifescape from st.petersburg
_ 33
zhanna gerasimova
7:00 p.m.
alfex mag_characters
two stories to represent our own universe
_ 39
9:00 p.m.
alfex news_new distributors
_ 45
12.00 p.m.
alfex in the world
_ 47
photo alessandro biffi
7:00 a.m.
marcus weber_ceo alfex
_ 5
aletsch glacier_swiss alps
dear friends of alfex,
today we are already able to present the second
edition of our magazine to you and as always it is
a great pleasure for me to write the introduction.
recent months have been a period of dynamic
development for alfex, thanks largely to you.
at baselworld we presented our new stand,
highlighting once again our design and stylistic
ambitions. which accurately portrayed our values
in every sector. that is of course
a source of particular pleasure for me.
at this latest baselworld event our staff once again
showed their great commitment to the company.
we also owe a big debt of gratitude to all the
helpers behind the scenes who do their utmost
for the company and for you, our customers,
every day on the production, logistics
and administration sides.
our new collection has been perceived by you
exactly as we intended, namely a pure distillation
of alfex values. we attach great importance
to our independence as a brand and have a clear
policy on models. everyone who buys an alfex
watch should be rewarded for doing so. all our
customers are individuals, who know exactly what
they want and what they stand for. you choose
to underline this fact with an alfex, and not simply
follow trends and fashions.
at long last, alfex has recovered its old strength:
designer watches for all, made to a high standard
of quality and available at fair and affordable
prices. i am particularly proud of this because
i know just how much effort goes into production
and purchasing. to my mind, swiss made is not
just a label, but a symbol of competence and
quality. that is how i see switzerland and will
continue to do so in future.
if you want to achieve more, as we in switzerland
do, you must yourself do more. as our parents
always told us, nothing leads to nothing. already
today, alfex complies with the criteria of the new
swissness ordinance. even if, as we have seen
previously, this is no more than another guideline
in our already highly regulated environment,
it shows that not all the products that previously
claimed to be swiss were in reality swiss.
alfex will continue to give you the benefit of swiss
quality with international design and flair.
“we are who we are, but we aim to reinvent
ourselves every day”.
with this in mind, we constantly scrutinize all our
activities and try to do better. perfection means
different things to different people. we define it
as a goal that can never be attained. however,
all our efforts are focused on moving closer
to that goal every day.
i hope you enjoy reading our magazine. thank you
very much for your friendship and support
for alfex.
kind regards,
marcus weber
_5
1
8:00 a.m.
alfex & mosalt_a piece of russian history
2
1
miss moscow
2010 competiton
2
2012 moscow
watch expo
3
6
3
department store:
the shopping center
molodezhnii
4
sales procedure
with customer
5
department store:
yasenevo
6
2012 cruise
participants
4
7
“president of mosalt”
elena Izmailova
and “coo” pasquale feola
7
the history of mosalt company started in distant
1992, and last year they celebrated their 20th
anniversary! the name of the company is a sort
of acronym: mos is a part of word “moscow” (the
city where the company was established), alt –
part of “altay” (one of the republics in the russian
federation), which means that mosalt
is a commercial company which works on the
territory from moscow to altay. for sure, today
the geography of their presence has significantly
increased: their retailers are spread all over the
country from kaliningrad to distant petropavlovskkamchatskiy. today more than 120 companies
work with mosalt and alfex watches are sold
in 200 points of sales in russia.
in the current time of strong competition, mosalt
characterizes an alfex client in the following way –
a sophisticated person, who understands himself
very well and highly values his dignity. this person
is not like all the others and is looking for a special
watch which is “not for everyone”, watches with
character and charisma... each russian customer
believes that “true” watches must be made in
switzerland. since a long time alfex is known
as one of the most creative and non-traditional
swiss brands. unique architecture of models,
unbelievable in-style design, and at the same time
adherence to strict swiss made canons
– are distinctive features of the brand.
therefore it is highly appreciated that alfex always
listens to distributors’ opinion about
the production of one or another model.
the fact of working in a team helps the
development of the brand: discussing design,
developing joint marketing programs and working
out ideas of brand promotion.
at the one hand alfex has a great experience
in the watch production process and mosalt,
at the other hand knows what their clients need.
the future looks promising for alfex and mosalt.
they continue moving bravely forward together:
inventing new models, concepts or maybe even
new directions. and with each new day which
comes, they will find inspiration in everything that
is around them to improve their work
and efficiency.
_7
5
nowadays, to be successful it is important not
to get lost among the huge variety of brands.
mosalt acknowledges the fact that models popular
in one country, cannot have any demand
in another country. mosalt calls it “taste mentality”.
9:00 a.m.
a chat with guido cadei
what is your track record in the world
of watchmaking?
i joined the industry when i was very young.
my two elder brothers were already working in
the sector and encouraged me to take this step.
at alfex i have performed various duties, from fitting
hands to cutting stems, in fact the full range
of tasks, leading finally to my appointment as
head of the assembly department.
how many watches do you own?
ten or so, but i’m very fond of one in particular,
an alarm 5587. the alarm marks the start of my
day, every day!
guido cadei
began his career with alfex
in 1982, following what
might be described as
a family tradition.
his two older brothers were
already employed in the
sector when he decided
that the watch industry
was where his professional
future lay.
during his time with alfex,
guido has performed various
activities: from assembling
hands to cutting stems,
through to his present role
as head of watch maker.
passionate about every
aspect of watchmaking
from design to the movement,
guido is responsible for
developing the prototypes
that are destined to become
alfex timepieces, and for
casing-up movements, both
automatic and quartz.
what is your specialisation?
there are two: technological development and
the casing-up of automatic and quartz movements.
when designers present their ideas and sketches
for a new watch, we have to find a way
of converting their design into a high quality
timepiece. that is my job: to turn the vision of our
designers into reality by giving advice on technical
developments.
what special qualities do you need to do
your work?
1. passion
2. precision
3. calm /patience
4. problem solving. in assembly as elsewhere there
are situations that require a degree of creativity
in finding technical solutions for minor problems.
what do you like most about your work?
i like knowing i’ve contributed to the production
of a new watch. from building the prototype, where
i use my experience and knowledge of materials,
through to final assembly. i find it very special that
this watch will then be worn and appreciated
by people all over the world.
what would you like to do now?
i’m very interested in new movement technologies
and new watch assembly systems.
when you see a watch on someone’s wrist,
what do you think?
the first thing i look for is the make. if it’s not an
alfex, i’m curious to see what type of watch it is.
in general my eye is drawn to watches. for
example, when i walk past a jeweller’s shop
i always stop to take a closer look in the window.
how is a watch created?
once the final prototype has been built, all
components (case, bracelet, dial, movement,
crystal, etc) arrive for assembly and undergo strict
quality controls. components that pass the criteria
are then assembled in an atmosphere which
must be as clean as possible. the first step is
to place the dial and hands on the movement.
then the calendar is checked: it must change at
midnight. the stems are then cut to fit the watch
and the movement is inserted in the case. once
the case-back has been closed, quality control
of the assembled watch begins, including a test
of its water-resistance. once the bracelet is fitted,
the watch is left to run and is monitored for 48
hours before a final quality check, after which it is
released for sale.
what do you think of alfex watches?
at first sight it’s easy to be attracted by the design
of our watches, but i think the real surprise comes
from their strength: they will last a lifetime because
we use first class components. and then, because
i’ve put my heart and soul into every watch, i hope
it will be appreciated.
how many watches have passed through
your hands in your 31 years with alfex?
according to my calculations, nearly 1 million
watches!
how have alfex products changed since you
started work in the company?
as always, alfex is on the lookout for models that
are unusual in terms of both design and styling.
ultimately, great investments have been made to
achieve further quality improvements.
_9
_ 11
guido cadei at work
what has changed in the world of
watchmaking in recent years?
firstly technology. the machines we use today are
modern and sophisticated and allow us to work
with much greater precision. that makes us far
more confident in the quality that we offer and
represents a great improvement in our work.
secondly, the product life cycle has become much
shorter. in the past, watches stayed on the market
and therefore in production for much longer. today
we develop more watches with a much shorter
life on the market. lead times have become much
shorter. in general, everything moves much faster.
last but not least, the number of watch brands on
the market has risen exponentially. consequently
competition is much keener.
how do you see the world of watchmaking
in 20 years time? will people still be wearing
wristwatches?
absolutely yes. there will of course be many
developments, and materials and production
techniques will probably undergo further changes.
11:00 a.m.
swiss design culture_ josef müller brockmann
swiss exactitude as universal prototype
of good design. a dialogue between an italian visual designer
and a swiss chief operation officer
simone ciotola
pasquale feola
beethoven
zürich tonhalle
1955
simone ciotola_when I first saw josef müller
brockmann’s work I didn’t know anything about
him and even if I knew it, I wouldn’t be able to
understand the complexity of its, apparently,
simple design. why, in spite of my ignorance,
did i loved that design at a first glance?
pasquale feola_because at that time you were
very young. you didn’t know much about visual
design yet, but jmb conquered your soul
with simplicity, clarity and the effectiveness
of his design.
sc_ if I think that when I was an high school
student, in the mid ‘80s, jmb was still alive and
active and if I only knew who he was and the
influence he was going to have on me, I could
have gone from southern Italy to switzerland by
feet, just to meet him. unfortunately that meeting,
between me and the swiss master of modern
visual design, took place only in books, but has
been strong enough to drive my hand and my
head until here, today.
pf_ why jmb is so important to you and to
anyone approaching to the world of visual
design?
sc_ jmb isn’t just one of the greatest
designers ever, because of his style, his unique
composition skills and deepest typographic
knowledges. he did a lot more. he gave modern
foundations to the profession, defining technical
and ethical rules. rules still effective nowadays,
even if often neglected. when someone, not
necessarily a designer, has the chance to read
his fundamental book “the graphic designer and
his design problems”, discovers a world made of
intellectual honesty, a whole system of democratic
principles applied to visual design. a real manual
of disambiguation between different kinds of
communication.
pf_ I imagine this story like a movie, were
the «designer» plays the role of good guy
and the «marketing manager» plays the role
of the villain.
sc_ eh eh! jokes apart, jmb explained in simple
words and images the vital difference between
“persuasion” and “information”. in his vision,
the visual designer must fulfill the task to be
as much objective as possible,
using words, shapes, colors, images, organized
in a rational system conceived to capture
the audience smartly. the designer isn’t an
“hidden persuader”. he gives to the people the
informations they need, in the best shape
and in full respect of their intelligence.
_ 13
musica viva
zürich tonhalle
1957/69
the graphic artist
and his design problems
1961
protégez l’enfant!
swiss automobile club
1952/53
swiss railway
logo / guidelines
1978
pf_I would call it: the elegance of democracy
in communication.
sc_definitely.
pf_ design is always a matter of choises, as mr
brockmann teached us.
sc_ as we know, a visual design project could
change a lot just because we decide to use
drawings instead of pictures. then there are still
a lot of choices to make: technical drawing,
freehand illustration, painting.
if we want to draw, for instance, a technical
sketch of a watch, we should choose between
the objectivity of axonometry and the emotional
3d effect of perspective. and so on...
jmb teaches us how to be consistent as
designers when we are called to make those
choices. he explained, through his valuable
example, how to take a clear position in the
media industry. in jmb paradigm, design is a
social role where the person always comes first.
pf_ hey, wait a minute! weren’t we talking about
“visual design”?
how did we end talking about “democracy”,
“intellectual honesty” and so on?
sbb tribute t-shirt
graniph
tokyo 2012
sc_ because that is exactly what design is about,
or should be.
jmb explained to any visual designer in the world
how to accomplish their delicate mission.
building a strong identity just through a good use
of typography, well balanced into empty space.
we could say that the greatest contribution of
jmb to visual design, aside ethic priciples
or maybe as part of them, is the method
to design the empty space. the grid system.
pf_ this is quite a big theme, I think we should
discuss grids in the next issue.
sc_ such a big theme, and not only technical.
we should thank jmb for this precious heritage.
personally I feel grateful, to him and to
schweizerische bundesbahnen, every time I take
a train to switzerland. just watching timetables,
signage and sbb brand identity, for me it’s a trip
in the trip.
pf_ that’s how we do things in switzerland!
grid systems
cover / internal pages
1981
simone ciotola
rome 1966
pasquale feola
aarau 1967
visual designer
former professor of visual
designat politecnico
di milano and scuola bauer
milano
alfex’s current coo
(chief operation officer),
joined the ticinese company
in august 2010, after ten
years in the watchmaking
sector.
after the degree in applied
arts studied design with
ag fronzoni and at the fhg
schwäbisch gmünd as a
guest student.
won various design
competitions such as “nuovi
segni” in 2002 “iF visual
design award” in 2007 ED
european design award
in 2009 selected for the
“compasso d’oro” shortlist
ADI index in 2010 and 2012
since 1994 works as
consultant for visual identity,
currently design director
of visual identity and
communication for alfex
literature
josef mueller brockmann, «the graphic artist and his design problems» verlag arthur niggli 1961 - niederteufen, switzerland
josef mueller brockmann, «grid systems» verlag arthur niggli - 1981 niederteufen, switzerland
lars mueller, «josef mueller brockmann, pioneer of swiss graphic design» verlag lars muelle publishers - 1995 baden, switzerland
pasquale feola’s current
role at alfex is to oversee
the delicate and complex
process starting with creative
designs and leading to the
creation of the collections.
the entire product creation
process is managed and
coordinated by pasquale
feola, from the supply chain
to production to after-sales
service. he is backed
by an in-house team of
trusted designers.
_ 15
12:00 a.m.
report from baselworld 2013
alfex stand
at baselworld 2013
1
2
1
building up
2
interiors
3
corner view
4
hans althaus
sketches
4
baselworld, the trade fair held every year in the
swiss city basel, is the outstanding highlight
of the world watchmaking scene. the 2013
edition welcomed visitors to a totally refurbished
setting, the central pavilions having been linked
up to increase exhibition space, which can now
accommodate a total of 1460 exhibitors.
the upgrade was welcomed by the public,
as attested by a record attendance of 122,000,
up 17% compared to last year. the press was also
more strongly represented with 3,610 accredited
journalists from all over the world,
an increase of 9%.
present as it is every year, alfex saw this facelift
as a good opportunity to introduce its new stand,
accompanying the in-depth relaunch process
on which the brand has embarked in its 65th
anniversary year.
3
with a floor space of 110 m2, the new stand
is the work of architect hans althaus. its design
reinterprets the essence of switzerland and the
brand’s own unique design spirit: a journey to the
dawn of history, a space on two levels based on
cubes reminiscent of the lakeshore pile-dwellings
that typified switzerland in the neolithic era.
an airy, simple setting defined by a linear, modular
and exceptionally clean structure whose style
is a perfect match for the pure lines of alfex it’s
timepieces.
a separate area provided a wonderful showcase
for watches in the new collection, in a unique and
evocative setting illuminated by concentric lighting
that echoed the theme of the stand’s graphic
styling. primitive circles evoked the invisible
vibrations that power timepieces like a secret
beating heart.
the creation of this 756 cubic metre stand
required four months of design work by a team
of architects working between turin where nüssli,
the company responsible for fitting out
the stand is based, and bern – home to
the architect hans althaus. fifteen days
of preliminary assembly work and 20 days of final
assembly on site in basel involving a team
of 10 fitters guided by architect isabella artana
(nüssli) were required. a remarkable quantity of
materials was used including 25 tons
of glass, steel and wood.
to celebrate the return of alfex to the international
scene, a cocktail party was held on the stand
during the week of the show. it featured a live
performance of video mapping, a multi-sensory
artistic experience in which visuals merge with
sound to reinterpret the nature of matter, reflecting
the avant-garde philosophy that is such a
distinctive feature of alfex. a show to celebrate the
past with an eye firmly on the future.
_ 19
alfex life experience
event at baselworld 2013
_ 21
_ 21
1:00 p.m.
alfex_collection fall/winter 2013
3:00 p.m.
alfex_reference sheet
_ 25
_ 27
trend cycle
this most avant-garde collection of alfex watches boasts
a design that doesn’t accept compromise.
belonging to this line are supremely distinctive timepieces that
looks unswervingly toward the future in their appearance
and technical sophistication.
_ 29
new structure
the watches in the new structure family are endowed with
a clearly feminine style: the modern allure of watches inspired
by contemporary lifestyles, created in the colors and shapes
of today’s latest trends.
_ 31
modern classic
the alfex modern classic line of watches shows a streamlined
configuration whose minimalist look is an innovative
interpretation of the great classics of traditional watch making,
in the typical designer spirit of the brand.
carsten nicolai
unidisplay
hangar bicocca
milan, 2012
_ 33
4:00 p.m.
on the lanes of traditions
lifescape from st.petersburg
zhanna gerasimova
5
1
2
3
6
7
4
it has more than 300 years, but even nowadays
this city-museum looks young and progressive.
saint petersburg holds around 15 architectural
styles, from sophisticated classicism to futuristic
constructions. here you can walk around the
center and be inspired by buildings of italian
masters and a little away from the center get
acquainted with the architecture of soviet
constructivism, thereby seeing and comparing
the difference of cultures and ideas. the sights
of the city i could list infinitely: hermitage
(incidentally, headed the rate of best museums
according to the popular tourist site trip advisor),
kunstkamera, st. isaac’s cathedral, “summer
garden” and more others.
developing and city building still going on,
but it’s more difficult to enter new projects in the
historical center then in the open field (passenger
terminal of the airport pulkovo-3).
the most striking examples are new scene
of mariinsky theatre, nevskaia ratusha and
shopping center “galeria”. the “galeria” neatly fits
into the space and harmonizes with the historical
area of vosstaniia square.
on the contrary, the new scene of mariinsky
theatre, which was planned as a frame
of classical ballet in the new non-standard frames,
but realized as unremarkable theatrical space.
every year young designers and artists graduate
from peterburg’s universities, one of the best is the
academy named shtiglits. they show their works in
historical buildings and unusual art-spaces.
even in the remotest corners of the city exhibitions
are organized, a good example is a cultural center
named “loft project etagi”.
walking for the first time on ligovskiy prospect
is difficult to decide where you have to turn
head, the “etagi” is already considered as a cult
in the circles of young hipsters and fashionistas.
expositions of world press photo and old comme
des garcons collections, loved by all fashion
insiders, took place here. even an extraordinary
space such as a production workshop is used
for exhibitions. for example, in the “gallery rizzordi
art foundation”, situated on the territory of the
brewery, open exhibitions of the modern artists
are organized.
in the city center you may find many interesting
galleries, such as “rosphoto”, where both
distinguished and young photographers exhibit
their work, for example geoffrey h.short or agnes
eva molnar.
another place that tracks trends of art and
design is “taiga” on dvortsovaya embankment.
recently, there has been an exhibition of spanish
photographer ernesto artillo “beauty in the cut”.
in addition you can find clothing stores which
represent promising russian designers.
in petersburg you can stumble upon many
interesting design shops and flea markets.
the now popular “new holland” holds not only
bio-markets, but also arranges open-air concerts
and various presentations.
design for citizens is not just to found in new
objects; it is the way of life. you can lose count
enumerating all bars and restaurants in which
you can feel as in one of dan flavin’s artworks.
polished style and desire of a beautiful life coexist
with hipsters and bars like “dom beat” where
people go just to hang out with friends, and not
to show off their new suit.
for saint petersberg’s residents intelligence
and reticence are inherent and this is defining the
difference from the usual idea of “russian” style.
in general, moderate, minimal and classic is the
style of young petersburg.
previous page
nevsky prospect
1
gallery loft project etagi
2
fontanka river
3
pulkovo 1 airport
4
art space “taiga”
exhibition of spanish
photographer ernesto
artillo “beauty in the cut”
_ 35
5
gallery rizzordi art
foundation
6
shopping center galeria
7
academy named
by shtiglits
4
zhanna gerasimova
saint-petersburg 1990
was born in saint-petersburg,
russia 23 years ago.
after the school of art she
studied 4 years industrial
design at st. petersburg’s
university.
hermitage
later on, to follow her passion
for fashion design, she
decided to move to milan.
today she’s living her design
dream in the italian fashion
capital, where she studies
fashion design and works as
a graphic designer, fashion
designer and photographer.
_ 37
two very special “ordinary people” shared
with us their personal, professional and life
experiences…
the common thread through all of them
is the passion, the desire to live life to
the fullest, without wasting a single second.
elena and else are the protagonists
of alfex’interviews: an entrepreneur and
an artist. the ticking of the clock punctuates
their hectic days.
their watch becomes a personal item
an accessory, a companion of intense
days. alfex proposes a new concept of
timekeeping that evolves through
the refinement of the design to an accessory
that everyone enhances with their own
personality.
7:00 p.m.
alfex mag_characters
two stories to represent our own universe
alfex mag
_ 39
elena izmailova
president of mosalt
elena izmaylova is president of
the mosalt trading company
which was founded in
moscow in 1992.
the company specializes
exclusively in the sale of
watches. it is backed by 120
other firms which distribute
the brands concerned to more
than 200 points of sale all over
russia, from st petersburg to
siberia, and of course in the
russian capital.
she has always been
passionate about watches
which she describes as
“magic boxes capable of
encapsulating time.”
elena is enthusiastic about
travel, art and culture. she
loves renaissance painting
and design.
one_elena, president of mosalt
alfex mag_you are woman who loves to travel.
which place in the world you love the most,
and where you feel at home?
elena izmailova_i greatly enjoy travelling all
around the world, because travelling means
meeting new people, seeing beautiful landscapes,
ancient towns with magnificent architecture and
visiting interesting museums. there are a lot of
amazing places on our planet, but mostly i was
impressed by the maldives islands, especially by
the full moon island. it gave me a tremendous
feeling of being one with nature, a rare sensation
of detachment from the civilization, peace and
serenity.
alfex mag_you have many interests and
commitments in your life. what is your secret
to not miss out or get lost, how you organize
your working day?
elena izmailova_there is no special secret!
i’m just fond of living! and love of life starts with
enjoying each day of your life. life itself provides
you with enormous energy. i’m a curious person
and want to know, to see and to feel as much as
possible. however if you want to succeed in doing
everything you desire, you must organize your
time properly. the most important thing is not to
wait for tomorrow to do what can be done today:
execute work and achieve targets. my advice is
to use your spare time to learn new things and to
reach new heights in your life.
alfex mag_what is your relation with the time
passing by?
elena izmailova_mostly philosophical. it doesn’t
frighten or scare me. time passes, and a new day
comes with new possibilities. to me, the future
is represented by my children. the uppermost
happiness is to see their success and their
achievements. and it doesn’t really matter that
time is passing by inexorably. alfex mag_what is professional experience
has influenced you the most?
elena izmailova_for sure the experience in the
watch business. selling watches is a kind or
art. it is an unique combination of complicated
movements, and its design made out of flowing
delicate lines. sometimes you wonder: what else
can be renewed within a watch? nevertheless,
each year upon seeing the launch of the new
models, i can’t stop admiring creativeness of
designers and the efficiency of the watch masters.
but then again, to produce watches it’s only half
of the business, the watches should also be sold.
therefore it’s necessary to be able to explain to
the customer, who is mostly not aware of all the
particularities of watch design and how valuable
‘time’ embraced in a case is. with watches, ‘time’
becomes a stylish accessory.
alfex mag_how did you fall in love with
watches and with alfex in particular?
elena izmailova_before becoming the exclusive
alfex distributor, we had been selling alfex
watches successfully in our retail shops for almost
10 years. i have always admired the design of
alfex and the high quality of the watches, however
mostly i was impressed by the team of alfex:
professional, motivated, creative and strong!
i think these characteristics enabled alfex to
win, not only my love, but the love of people all
over the world. as soon as it became possible,
i signed the exclusive agreement with great
pleasure. and now i’m very happy to represent
alfex in russia.
alfex mag_what is your preferred form of art,
and why?
elena izmailova_i can’t stop admiring paintings.
i like various styles and directions, but i’m mostly
drawn towards classicism. i worship the talent of
creator of each piece of art. rafael, michelangelo,
lorrain, poussin – they presented our world with
a priceless treasure. for me designers are also
creators and the results of their work delight me
as well. if you ask me this question: turning back
time, what would you like to do in your life? i
would answer you without hesitation that i’d like
to be a designer! maybe designer of watches…..
_ 41
else
else was born in paris in
1962. she discovered her talent for painting and drawing
at an early age, thanks
to her mother who gifted her
with a cloth when she was 5,
nevertheless she didn’t study
art but math.
so, totally self-taught,
at the age of 33 she decided
to become a full-time artist.
the body of her works is a
continual quest of equilibrium,
where forms, matters and
colors release a freshness
and an undeniable originality.
her first exhibition took place
in 1997 in enghein-les-bains,
france, and since then her
paintings have been seducing
and convincing lots art
admirers worldwide, from
paris to beijing through
almost one hundred exhibitions.
in 2007 else moved to tel
aviv, where she opened her
own gallery, attracted by the
incredible freedom and artistic
stimuli that animate the city.
two_else, artist
alfex mag_tell me about your experience
as an artist since the early days of your
creativity.
else_i didn’t just wake up one morning thinking
i’m an artist so i must start painting.painting
began of its own accord, it was self-evident.
i’m a very private person, so painting and drawing
have become the best way of establishing a link
between myself and others. this have liberated me
and enabled me to express myself by converting
the emotions i feel into lines and colours.
then again, when a customer buys a painting
there is more to it than the purely commercial
aspect. it is an encounter, because the chosen
painting corresponds to a point in time in that
person’s life and emotional make-up.
the meeting of client and artist it is an encounter
of two emotions. one expresses through painting
or drawing what the other feels at
a particular moment in his or her life, and words
are superfluous in terms of understanding one
another. art is a universal language.
alfex mag_ you used to live in paris and
now you are in tel aviv. what are the special
features of these two cities that you love?
else_both cities express freedom through their
melting pot of cultures and their vibrant character.
they convey the idea that every day of your life
must be lived to the full.
paris and tel aviv are inspiring cities for an artist.
there is a kind of artistic rivalry, not least because
of the number of artists, cultural activities and
sources of intellectual stimulation, and in the
case of tel aviv the spiritual aspect, too.
tel aviv is a small city where everything is within
reach of your “eye”, desire and love.
every street corner is an invitation to life.
musicians, painters and writers cross paths,
exchange views, express opinions and create
with astonishing vitality. this is a permanent
challenge to me. for a long time paris had
the same effect on me.
of everlasting life, even when we’re no longer
here. for instance, works of art remain behind for
others. ultimately, that’s very reassuring.
i am conscious of the fact that we are only
passing through.
alfex mag_you are an artist. what are the
other facets of your personality?
else_i am a mother and that takes priority.
i am incapable of describing myself except
through what others say about me: committed,
close to other people and in love with israel
and france.
alfex mag_tell me where you find inspiration
for a new work.
else_i am an observer, a dreamer and
a contemplative person. i’m also inclined
to nostalgia. i’m inspired a lot by things that
i see and hear, but i can’t describe exactly
what triggers a work.
alfex mag_time in your work and your life:
is it a friend or an obstacle?
else_that’s rather complicated (laughs). i see
time increasingly as a friend. for me, time is
an infinite reservoir of memories, emotions
and familiar faces, and it also offers the promise
_ 47
chile
concepto tres was established in 1998 as part of the empresas
philipp holding focused on brand development. there are several
the business fields in which the company is present: fragrance,
cosmetics, hand tools, electronics, eyewear and now also in the
watch industry with alfex.
concepto tres is part of an important group that includes companies involved in different steps of the distribution channel. brands
development and distribution are part of this holding that has
products in most of the retail chain stores.
concepto tres s.a.
av. americo verspucio no 1385
oficina 14, edificio b, condominio industrial spacio flex
quilicura, santiago
chile
tel +56927709800
email pvaras@conceptotres.com
germany
schweizer uhrenhandelsgesellschaft (suhg) was founded in 1972
by marcel butz and his wife lys in frankfurt and is now active in
the watch industry for over 40 years. the company is known for
the high quality of its products and has worked with well-known,
and mainly swiss, manufacturers. in 1989, the company moved to
baden rheinfelden, closer to switzerland, in order to facilitate the
contacts with the suppliers. since 2008, the family business is run
by marc butz supported by his partner mandy hausmann as well
as a strong sales team.the new partnership with the brand alfex
expanded the company brand range to a quality design product.
suhg
columbus i&a was founded in 2009 by avner bitton, who is experienced with more than 20 years old the industry, and by isabelle
gabry, who mainly takes care of managerial and administrative
tasks. the competences in the of mr. bitton and the great internal
management make the company successful.based near besançon (france), the main activity of columbus i&a is the exclusive
distribution of watches and jewels on the french market.
columbus i&a
a new shop “laiks avenue” has
opened end of april 2013 in latvia
laiks avenue
schweizer uhrenhandelsgesellschaft
rheintalstrasse 24
de-79618 rheinfelden
tel. +49 (0)7627 1655
fax. +49 (0)7627 2434
email: info@suhg.de
france
9:00 p.m.
alfex news_new distributors
2 roc clair
25690 avoudrey
tél: +33.3.81.88.53.45
contact@columbus-ia.fr
latvia
galleria riga
dzirnavu street 67
riga, lv-1011, latvia
http://galleriariga.lv/en/laiks-avenue
_ 45
_asia / australia
_australia
lion brands pty ltd
_usa
eurotime corp
145 huguenot street new rochelle
10801 new york
ph: 914 235 6261
fax: 914 235 3190
e-mail: eurotime2@msn.com
_jamaica
swiss stores ltd.
107 harbour street
p.o.box 171 w.i. kingston
ph: + 876 922 8050
fax: + 876 922 8403
e-mail:info@swissstoresjamaica.com
web: www.swissstoresjamaica.com
_chile
concepto tres s.a.
av. americo verspucio no 1385
oficina 14, edificio b,
condominio industrial spacio flex
quilicura, santiago
ph: 00569 2770 9800
e-mail: pvaras@conceptotres.com
_argentina
itg international time group
lavalle 534 3° piso (c1047aal)
ciudad autonoma de buenos aires 1001
ph: 005411 5278 3001
fax: 005411 48141045
_america
_tunisia
bmg. s.a.r.l.
11, rue h. bouzaiane
1001 tunis
ph: 00216 71 344073
fax: 00216 71 342396
e-mail: bmg.tn@hotmail.com
_lybia
alsanusi & sons
al shabab building
tripoli - libya 82936
ph: +218 21 714 2840
fax: +218 21 363 0768
e-mail: info@alsanusi.com
web: www.alsanusi.com
_egypt
kiro time
17 omar ben el khattab st., ismailia sq.,
heliopolis
11351 cairo
ph: +2 02 26437590
fax: +2 02 26437591
e-mail: thomas-trade@link.net
web: www.thomastrade-eg.com
_africa
12.00 p.m.
alfex in the world
_czech republic
design trade s.r.o.
klausova 15
15 00 praha 5
ph: 00420257213232
fax: 00420257214565
e-mail: info@designtrade.cz
_finland
rotor form oy
sammonkatu 47
33540 tampere
ph: 03 3122 56 66
fax: 0358103203030
e-mail: kontakti@rotor.fi
web: www.rotor.fi
_france
columbus i&a
2 roc clair
25690 avoudrey
ph: +33.3.81.88.53.45
e-mail: contact@columbus-ia.fr
_korea
romanson co., ltd.
77-1 garak-dong, songpa-ku
138160 seoul
ph: +82 (0)2 2190 7106
fax: +82 (0)2 406 9180
e-mail: yoonjik@romanson.co.kr
web: www.thewatches.co.kr
_vietnam
tan tan watch
182 ho van hue st, phu nhuan dist
hochiminh city
ph: +84.8.39971023
fax: +84.8.39971022
e-mail: htlk2006@yahoo.com
_cyprus
melekkis and sons ltd.
paralimni/dherynia road
po box 36005 dherynia
ph: 00357 2382 1791
fax: 00357 23 82 52 05
e-mail: melekkis@cy.net
web: www.melekkis.net
_croatia
cordis
malesnica 16
10000 zagreb
ph: +385 1 3733 357
fax: +385 1 3733 366
e-mail: cordis@zg.t-com.hr
web: www.cordis.hr
_bulgaria
mega trade ltd
31 alabin str.
1000 sofia
ph: 00359 2 986 45 68
fax: 00359 2 980 54 85
e-mail: megatrade@trading.bg
_belgium & luxembourg
soficharm bvba
stwg op antwerpen 82
2300 turnhout
ph: 0032 14 42 86 31
fax: 0032 14 42 87 41
e-mail: info@alfex.be
_azerbajan
aztime
7b. izmir str
1065 baku
ph: +994 12 510 94 70
fax: +994 12 537 12 70
e-mail: aztimewatchcompany@yahoo.com
web: www.aztime.az
_europa
_singapore
all watches pte ltd
304, orchard rd, #b1-128 lucky plaza
238863 singapore
ph: 0065 67327673
fax: 0065 67348816
e-mail: allwatch@singnet.com.sg
web: www.allwatches.com.sg
_philippines
time depot inc
380 del monte ave.sta. mesa heights,
1114 quezon city
ph: 00632 743 5220
fax: 00632 743 4982
e-mail: watch@belrewmond.com
_kazakhstan
erdenbekova
abylai han st., 62
050000 almaty
ph: +7 727 272 9000
fax: +7 727 272 9889
e-mail: yevgeniy.golenko@peregrine.kz
_japan
alfex asia
+65 67335417
info@alfexasia.com
_hong kong / china
alfex (hong kong) co. ltd.
unit 1601-2 saxon tower
7 cheung shun st., lai chi kok
kowloon, hong kong
ph: 00852 2367 8022
fax: 00852 2366 0829
e-mail: gareth.wong@alfex.com.hk
_china
after sales service
pu xun entreprise co. ltd
g/f. block b, 1998 yang gao road south
200125 shanghai
ph: +86 21 6888 8600
e-mail: info@alfexasia.com
1070 glenhuntly road
glen huntly, victoria, 3163
ph: 03 9572 9820
fax: 03 9572 9899
e-mail: info@lionbrandsaustralia.com.au
_ 47
_netherland
alfex nederland b.v.
nieuwstad 62-64
7201 ns zutphen
ph: 0031 575 542 860
fax: 0031 575 541 757
e-mail: info@alfex.nl
web: www.alfex.nl
_moldova
godina international
str. bernardazzi, 59
md-2009 chisinau
ph: +37322 227973
fax: +37322 227971
e-mail: godina@godina.md
web: www.godina.md
_lithuania
uab “koliz laikrodziai”
naugarduko str. 41
lt-03227 vilnius
ph: 00370 5 213 08 09
fax: 00370 5 235 60 77
e-mail: watch@koliz.lt
web: www.chronos.lt
_latvia
rippol ltd
valnu 35-9 str.
lv-1050 riga
ph: 00371 67 217 425
fax +371 67 240430
e-mail: laiks@laikswatches.lv
web: www.laikswatches.lv
_kosovo
ias group shpk
rr “bulevardi i pavaresise” pn
60000 gjilan
ph: +381280322058
fax: +381280322058
e-mail: info@iasgroup-ks.com
web: www.iasgroup-ks.com/
_italy
alfex sa
via cantonale, centro galleria 3
6928 manno, switzerland
ph: +41 (0)91 612 22 90
fax: +41 (0)91 612 23 09
e-mail: info@alfex.ch
_iceland
jon & oskar
laugavegi 61
101 reykjavik
ph: 00354 552 4910
fax: 00354 551 4910
e-mail: hakon@pipar.is
_germany
suhg schweizer
uhrenhandelsgesellschaft
rheintalstr. 24 _ rheinfelden 79618
ph: +49 7627 16.55
fax: +49 7627 24.34
e-mail: info@suhg.de
_turkey
pirlant saat müc. paz. san.tic.ltd.sti.
çekirge cad. intam 101 k.1 d.1
_switzerland
alfex sa
via cantonale, centro galleria 3
6928 manno
ph: +41 (0)91 612 22 90
fax: +41 (0)91 612 23 09
e-mail: info@alfex.ch
_slovak republic
design trade s.r.o.
Klausova 2541/15
150 00 praha 5
ph: 00420257213232
fax: 00420257214565
e-mail: info@designtrade.cz
_spain
vallromanes
plaza can poal, 2
08188 vallromanes - barcelona
ph: +34 93 566 94 04
e-mail: febexdist@gmail.com
_serbia
happy moments time
timocka 38/4
donja vrezina - nis
ph: 00381600666700
fax.: 0038118226975
e-mail: happymomentstime@hotmail.com
_russia
group of companies mosalt
dorozhnaya str., 3, build.6
117545 moscow
ph: 007 (495) 666 2003-4
fax: 007 (495) 666 2003-4
e-mail: masalt@yandex.ru
web: www.mosalt.ru
_romania
b&b collection srl
str. traian nr.3, bloc e 6, sc.2, ap.54,
sector 3
30571 bucharest
ph: 402 1327 4477 / 402 1327 4444
fax: 402 1327 4467
e-mail: office@bbcollection.ro
web: www.bbcollection.ro
_portugal
watch planet
rua das amoreiras, no. 66/rc
1250 024 lisboa
ph: 00351 21 342 83 08
fax: 00351 21 324 01 28
e-mail: info@watchplanet.pt
_poland
poljot euro
ul. iganska 24
04-087 warszawa
ph: +48 22 879 97 93
fax: +48 22 879 97 96
e-mail: pawel@poljot.com.pl
web: www.poljot.com.pl
_kuwait
alargan trading est.
showaik industrial area
papsi cola st. - pob 1532
13016 safat
ph: +965 257 57 137
fax: +9652 57 57 138
e-mail: argan@alargan.com
_jordan
diamond star trading est.
2nd flr., nabulsi center, basman st.
p.o.box 1556
11118 amman
ph: +96264619711
fax: +96264613616
e-mail: timegallery@go.com.jo
web: www.timegallery.me
_israel
h. stern
savionim center - p.o. box 11370
56450 kiryat savionim
ph: 00972 3 6323666
fax: 00972 3 6323777
e-mail: serge@hstern.co.il
_iran
no.23 - sadaf shopping center
aghdasiyye, pasadaran ave.
tehran
ph: +98 21 22 29 87 02
ph: + 98 21 22 29 89 73
_bahrain
deluxe store
bab-al bahrain road
p.o. box 865 manama
ph: 00973 17 255 499
fax: 00973 17 275 455
e-mail: deluxest@batelco.com.bh
_medio oriente
_uk
westport of london
the old parlour-unit 6 ockley court farmcoles lane
rh5 5ls ockley-surrey
ph: 01306 712220
fax: 01306 712073
web: www.westportoflondon.com
_ukraine
jv deka ltd
gurova ave. 13
83055 donetsk
ph: +380 62 335 13 44
fax +380 62 335 38 23
e-mail: zsv@deka.dn.ua
web: www.deka.dn.ua
çekirge / bursa
ph: 00902242332290
fax.: 00902242332292
web: www.pirlant.com.tr
_united arab emirates /u.a.e
al futtaim watches & jewelry
al maktoum street-al futtaim
tower - po box 7916 dubai
ph: 00971 42224142
fax: 00971 42224599
e-mail: afwatches.jewellery@alfuttaim.ae
web: www.watchesuae.com
_syria
mario retail
mehdi pen barakeh street,
p.o. box 30660
damascus
ph: 009633113312221
00963966662222
fax: 009631133 10909
e-mail: info@mariogroup.net
_sultanate of oman
al faisal company l.l.c.
115 madinat al sultan qaboos
ph: 00968 24590086
fax: 00968 24591700
e-mail: alfaisal@omantel.net.om
_saudi arabia
badghaish store
king khaled street - p.o. box 2016
31952 al-khobar
ph: 00966 3 864 11 18
fax: 00966 3 898 46 57
e-mail: badghash@badghaish-store.com
web: www.badghaish-store.com
_qatar
al-muftah centre
al sadd street
p.o.box: 875, doha - qatar
ph: +974 44446867
fax: +974 44326868
e-mail: almuftah@almuftah.com
web: www.almuftah.com
overTime.
alfex_mag_0.1 / september 2013
alfex sa
via cantonale, centro galleria 3
concept and design direction
6928 manno - ch
simone ciotola I ciotolaepartners.it
phone +41 (0) 91 61 22 290
fax +41 (0) 91 61 2 23 09
layout and grid
info@alfex.ch
daniela rossi I c-r-u-d
© alfex sa _ 2013
graphic development
elena ballan | ciotolaepartners.it
drawings on internal pages
francesca ceccoli
photos
pp. 23, 27, 29, 31_© amendolagine e barracchia
pp. 8, 11_© beatrice arenella I c-r-u-d
pp. 33-37_© zhanna gerasimova
pp. 4, 17-19, 21_© christian bettinger | fotobasilisks
pp. 20, 21_©simone ciotola | ciotolaepartners.it
a special thank to
ilse baas
cristina chinaglia
pasquale feola
nicola bobbio pallavicini
and to marcus weber
and all alfex people for their
cooperation and support
the alfex mag.