THOUGH YOU CAN'T PICK THE ERA YOU'RE BORN INTO, YOU DO HAVE THE POWER TO DETERMINE WHAT YOU DO WITH THE TIME GIVEN. SOME CHOOSE TO LEARN, CREATE, EXCEL IN DIVERSE FIELDS, OR EVEN ESTABLISH COMPANIES THAT SERVE AS GLOBAL DISTRIBUTORS FOR THE WORLD'S LEADING WATCH AND LUXURY ACCESSORY MANUFACTURERS. NOTABLY, VAHID MUSTAFAYEV EMBARKED ON SUCH A JOURNEY, ESTABLISHING THE CAUCASUS' INAUGURAL PRECISION MECHANISM FACTORY, VMF. IN OUR CONVERSATION WITH VAHID MUSTAFAYEV, THE VISIONARY BEHIND VMF NATURAL FREQUENCIES, WE DELVED INTO DISCUSSIONS ON THE ESSENCE OF TIME, COMPETITORS, UPCOMING PLANS, AND MUCH MORE.
Those who've established a business always cherish the thrill of its beginnings. Can you share your memories of how it all started?
It all began in an ordinary way, just like it does for everyone else. It started with a simple word, followed by action. Upon my return from the front, during a presentation, Hans Fox, the representative from Longines, suggested I venture into the world of watchmaking. His convincing words drew parallels between journalism and the craft of watchmaking. In 1997, we opened the first Longines boutique in Baku.
Back then, there wasn't a widespread obsession with watches. Even my father, upon seeing the watch prices, doubted the profitability of this business. However, soon after, the entire Swatch group approached us with a proposal to open a shop. We took this opportunity seriously. With approximately 40 brands in our portfolio, we committed ourselves to annual training sessions, exploring the intricate nuances of watchmaking. By 2018, an idea struck me – the conception of an Azerbaijani watchmaking factory. Thus, we established a state-of-the- art factory dedicated to crafting VMF precision movements.
Share what your company is currently up to.
Business resembles a watch; it requires daily winding. Among all my life pursuits, I believe I'm now engaged in the most crucial endeavour – initiating the construction of a watch factory in Aghdam. I am extremely proud of being among the first to foster development in our liberated lands.
Who is your potential customer?
The customers are both – people who love and hate watches. A watch enthusiast remembers all the significant events of his life: the first date, wedding day, or the birth of a child.
Then, there are those who might not admire watches – yet rely on them to start their day, meet work deadlines, and fulfil responsibilities. This wide range of people are our favourite customers. We love them very much.
What stories can a watch reveal about its owner? Also, which watch models do you personally prefer to wear?
A watch serves as a prominent reflection of human values, identity, desires, and aspirations. We purchase watches not just for keeping time but also as a symbol of luxury. Today, a watch signifies an individual's wealth, financial capacity, and personal taste.
I personally favour wearing an Azerbaijani-made by VMF, which I believe stands as the pinnacle of excellence globally. Our watch factory boasts 30 years of expertise collaborating with leading watch companies. We produce top-notch watches of remarkable quality at incredibly reasonable prices. These timepieces are not only functional but also meet all mechanical and technical standards, fulfilling all the demands of the modern era.
"TODAY, A WATCH SIGNIFIES AN INDIVIDUAL'S WEALTH,
FINANCIAL CAPACITY, AND PERSONAL TASTE"
Who do you consider your competitor?
We're in competition with all watch companies operating within our price segment, aiming to secure a share of
the market. In Azerbaijan, we face no challenges, but we've successfully carved a crucial niche in Uzbekistan. Additionally, we have also started working in the Arab Emirates and Russia. At times, we find ourselves compared to Korea, known for its technological boom in the 80s.
What specific work processes do you directly engage in?
I am involved in all the work processes. In our country, where watchmaking isn't a traditional craft, specialists in this field are scarce. Selling watches comes naturally to us, but manufacturing them is challenging. It requires not just an eye for taste but also technical expertise and an understanding of chemical processes. Unlike some leading brands that embed gold dust into the metal at three microns, we embed it at four microns, ensuring our gold plating never fades. We strive to learn, experiment, and excel, aiming to position Azerbaijani products worldwide as exceptionally high-quality, reflecting the excellence of the Azerbaijani people.
What obstacles do you face during the work process?
A significant difficulty lies in the Azerbaijani perception that production should be confined within a single geographical location. In the rapidly evolving 21st-century landscape – this is absolutely outdated. Even Apple, a tech giant, manufactures only 25% of its products in America, while the remaining 75% are produced across various countries from Korea to Vietnam. This approach aims to lower final costs and boost profits. Embracing globalisation is vital; we must view ourselves as integral parts of the global community rather than isolated entities. Our success in competing with brands across the market stems solely from our commitment to quality and a sound pricing strategy.
Which collaboration would you like to introduce to the Azerbaijani market?
I've been eager to engage in numerous collaborations, and our team is brimming with intriguing ideas. We are now starting to produce jewellery, setting ourselves up to directly compete with leading companies in this industry. By the year's end, we aim to delight Azerbaijani fashionistas with exquisite jewellery items under the brand name VMF Mina. Our distinct style will set us apart, as always. Notably, we'll be the first in the world to craft jewellery with Muslim themes. We've showcased Azerbaijan's technological prowess to the world, highlighting our nation's modernity and intelligence. Preserving this historical facet of Azerbaijan is crucial. Investing in the aspirations of young individuals who aspire to create is essential.
What is the time for you?
It's a chance to bring your ideas to life and solve problems. Just like a person, the hour hand has its preferred moment, a cherished hour, a favoured number. I believe when it nears that time, it lingers a bit longer, taking in the moment unnoticed by anyone else. Perhaps, like a watch hand, I'll also reach my favoured number and pause there, marking the end of my watch's journey. Then, everyone will know what my beloved number was.
What should you pay attention to when choosing a watch?
When someone understands watches, they can make an informed choice, but for those who don't, it's about placing trust in a store consultant or delving into online information to make a decision. Regardless, I believe there should be an emotional connection. A watch shares life’s moment and is an enduring companion that stays with a person forever.
"I BELIEVE I'M NOW ENGAGED IN THE MOST CRUCIAL ENDEAVOUR – INITIATING THE CONSTRUCTION OF A WATCH FACTORY IN AGHDAM"
