I once heard - the value of a good is defined by its price tag. Seems like a fair explanation and a logical one. And I believed it for a good part of my life.
Hi. I’m Alex Gelfand - an immigrant from Russia - a serial entrepreneur - a hustler - a connoisseur of a classic timepiece and a recent luxury minimalist watch designer.
Let’s go back in time and give you a backstory about my journey from Russia to America. I moved with my family to New York, USA, when I was only 5 years old. I got hooked on everything business and entrepreneurial from a very young age. I cracked the whip and tried my hands in numerous ventures. Started my first business in early 20s and exited many lucrative fields with million dollar deals.
My love for classic - minimalist - chic - luxury timepieces goes back in time, when I was just a kid. I was always fascinated by an aficionado of Luxury Watch Brands - Rolex - IWC Schaffhausen - Chopard. Their simple, clean yet exuberant craftsmanship attracted me the most. The fact that a simple Luxury Watch can provide a depth to your appearance and personality gave life to my obsession in this fashion precinct.
Making Luxury Affordable
The problem with these luxury brand watches has always been their price tag - leaving me baffled. In utter chagrin I wondered, why the hell do they cost so much? So, I did some groundwork and found that these brands used words like - gold, exclusivity, minimalist, design, blah, blah - to offer consumers a feel of luxury and exclusivity. They invest millions if not billions on advertisement, retailers and distributors that add on to their price tag value.
As an entrepreneur, I always intended to offer solutions to my consumers. And with that, I decided to solve the monstrous price gap of the Luxury Watch Brands by skirting out middlemen and retailers. I focused on designing a collection of watches that radiate a luxurious look and feel within an affordable price range. We sell our watches online via our store and Amazon.
My family immigrated from Russia and settled in New York. Growing up I was always captivated by the city’s chaotically, tranquil rapture. To me, New York is the best city to live and make your dreams come true. The city has been my brand’s muse, inspiring my life and business!
The Spirit of New York lives in Gelfand & Co. watches - represented by its roads, places and core elements!