Next we meet Inga Duffy-Shorokhova, Director of the Marketing Department at Poljot-International. Inga graduated as a fashion designer where she demonstrated her creativity over seven years. After this she spent time in Milan studying marketing and luxury goods management. Having been exposed to the luxury market, it was at this time she decided to become involved with the watch industry, when she joined her father, Alexander Shorokhov’s manufacture.
We hear from Inga about her passion and commitment to their businesses and vision for the future in this interesting and insightful interview.
MWM: How is business?
ID-S: Business is going well. The Poljot-International brand has developed enormously in recent years in terms of communication, new models and philosophy. We are constantly working on developing new variants, including this year’s 30th anniversary, which had good sales in both, 2020 and 2021. The collection is now much more modern and fresh, which our customers see and appreciate. The launch of our online store has also allowed us to give a wider audience access to our beautiful watches and generate stable profits.
MWM: What are you currently working on?
ID-S: We are working on some new anniversary models for this year’s 30th anniversary. The Poljot-International brand is a specialist in the production of Skeletons and Tourbillons, so something very special is coming soon, namely, a beautifully engraved ‘unique piece’ Tourbillon, limited to just one piece at €3,333 Euros, which represents great value (below). More new Skeleton models will follow this year of course.
MWM: Tell us something we don’t know about Poljot-International watches?
ID-S: Poljot-International is a German brand. Our roots come from the first Moscow watch factory Poljot, but we were always a separate and independent company based in Bavaria, Germany. All our mechanical watches are designed and manufactured in Germany. Other components such as straps, cases and movements are sourced from reputable suppliers. Nevertheless, we pay careful attention to quality control for each watch. All movements are updated, tested and certified by our Master Watchmakers. For a few years now, we have specialised in mechanical Skeletons and Tourbillons and are constantly working on their development.
MWM: Which watch do you wear?
ID-S: I received my first Poljot-International watch from my father for my 16th birthday, a model with Cubic zirconia stones, which is no longer available (below). This was my first contact with the watch world and I associate many emotional moments with this model. I actually wear this model frequently, although I now own several watches of the brand and always enjoy wearing them immensely.
MWM: Which watch would you love to own?
ID-S: The Jubilee Tourbillon which is coming soon in a limited quantity of just one piece, would be a model I would love to add to my collection, but unfortunately this is only available once and should also be something special for our customers. In general, I am considering my own watch in the future, as a custom design just for me with my ideas and wishes. This would be the best watch, which can then also be passed on to future generations.
MWM: What do you like best about the Watch business?
ID-S: I love that the watch industry now offers many great variations of watches and that independent watch brands are doing well in the market. Increasingly, the brands also dare to bring more colour to their dials. Meanwhile, we also offer a lot of colour in our models. For us it is also important that we can freely represent our culture and our design, that is fun and creates desire.
MWM: What don’t you like about the Watch business?
ID-S: Like any other business, the watch business has its advantages and disadvantages, its difficulties and glorious moments. I consider difficulties as a challenge and always look for positive solutions. We are proud and fortunate that the brand has so much to offer and we are working to ensure that watch lovers will increasingly recognise this in the future.
MWM: What is next on the horizon for you?
ID-S: Many great projects, events and new models are on the schedule. We will also increasingly work on external communication and brand recognition. In addition, we will continue to expand the Skeleton and Tourbillon business. There is still so much potential that we have not yet exhausted. We are looking forward to new challenges.
Inga Duffy-Shorokhova is a Friend of MrWatchMaster