After more than fifteen years in the watch industry and many more among collectors and enthusiasts, Alexander Friedman considers himself an insider - an influential not an influencer. Over the years as Watchonista.com co-founder, Alexander has built a substantial network and established a strong bond with his connections, creating trust both online and offline. During his career, Alexander successfully collaborated with over 50 watch brands and 15 top watch retailers and was part of the Grand Prix d’Horlogerie de Genève jury in 2020 and 2021. In 2021, he founded AF. Luxury Consulting, a specialized boutique consultancy that provides exclusive services for luxury brands, including brand strategy and brand awareness amplification, bespoke experience concepts, custom content creation and publisher of the AF. Watch Report.