For decades, the name Poljot remained synonymous with Russian watches. Outside of the Vostok company, Poljot held the number one brand recognition from Russia for timepieces worldwide.
A key player in building this brand, the Volmax company spent years as the chief wholesale distributor of Poljot watches abroad. By 1997, however, it had become clear to Volmax that the range and quality of products provided by Poljot were actually hurting its ability to grow and expand.
Knowing that Poljot could no longer compete with the European watchmakers, Volmax made the bold move of launching its own watch production and brands. Initially they manufactured the Aviator and Buran watch lines they created for the Poljot company. Even this proved to be burdened by the Poljot name. Then, in the year 2002, Volmax registered the trademark names of the watch lines Aviator, Buran and Sturmanskie and redefined itself as the leading watchmaker in Russia.
From the outset Volmax watches differed from other Russian watch brands. Their chief goal was, and remains, to produce, market and sell their own watch brands, but to also change generally negative attitude of Russian watches outside the borders of Russia. Unfortunately, this negative image was justified by black-market exports of cheap quality, partially stolen watches lacking quality control, which countless small-time sellers moved through flea markets and on the Internet. Volmax, on the other had, has strict quality and distribution control methods, and is striving to recapture the earlier quality and popularity of Russian watches. Ultimately, Volmax will compete on the world stage and will parallel even the highly regarded Swiss.
As first, Volmax did not fear the risk of stepping out of the price segment of the mass-production manufacturers. They emphasised the production of limited editions (between 50 and 999 pieces depending upon model) related to different historic events. For example, the series "100 years aviation" garnered much success and recognition for the company in 2004.
The production volumes at Volmax are relatively low - quality and not quantity stands at the point of all efforts. Volmax uses only the best movements, which are obligatory and individually cleaned, oiled and assembled again by the company watchmakers. Volmax is particularly proud of its team – who were mainly brought in from Poljot – of the best designers and watch technicians in Russia. Each of their watchmakers has many years of professional experience.
Apart from the enduring improvement of design and quality, Volmax pays great care and attention to marketing and image. High standards are imposed on promotion materials, packing and presentation of the watches. Well-known actors, celebrities and cosmonauts are featured in promotional materials. Having originally been an export company, Volmax initially concentrated its efforts on sales abroad.
Today Volmax has exclusive representations in Germany, Austria, England, Portugal, Japan, Greece, Holland, Switzerland and the Baltic states. As Volmax has strengthened its position abroad, company leaders turned their attention to the Russian domestic market for cultivation as well. At present, sales volumes abroad and in Russia are approximately equal. But two interesting trends have emerged in Russia. First is the interest in classical three-hand watches that continues to grow and second is the steadily increasing demand for more expensive and qualitatively high-end watches. This proves that Volmax products, which were regarded as exotics for collectors at the beginning, have found acceptance in the broader market.
Since the Russian government does not subsidize its watch making industry unlike many other countries, Volmax is forced to finance everything independently. That substantially weakens the Russian watch making industry on the international playing field and leaves little chance for a super proportional growth, which would be possible with increasing market demand.
Volmax plans not only to extend its existing watch lines but also some interesting new projects. Among others is the production of a lady’s watch collection with quartz movements, emphasis chronographic. Since there is no similar product on the Russian market and western customers show interest in this project, too, the management decided to try this experiment. Multi-functional watches are being developed as well, suitable for extreme occupations and sports. These watches are to be assembled in such a way that they have all the necessary functions and qualities to be successfully tested and used under the harshest of conditions.
