Keeping the brand very small in terms of volume is a wise strategy, I think.This posts addresses the price issue discussed above. We know that we are on the high limit. For this reason, we are not planning to take prices higher any time soon. Our plan is to offer better watches for the same price. By the way, we have a lot of really exciting models lined up to come out this year. We know that many Russians feel "left out" (as very rightly said by Odessa200 above). Unfortunately, it's impossible to keep prices at a level satisfactory to most Russians while at the same time trying to offer the best possible watch - at least as long as we don't reach a sufficient level of sales allowing us to do economies of scale (we're still a very very very very small brand in terms of volumes). We're unfortunately bound by the rules of the market capitalistic economy in which we live! This being said, it's a mistake to think that in the communist economy, soviet watches were easily accessible to the average Russian comrade: the average salary in the Soviet Union was approx. 100 rubles/month and the average Raketa watch was approx. 35 rubles (even thought the Factory was producing more than 5M watches/year, thus benefiting from huge economies of scale). I've had this conversation many times with Raketa's "old" specialists (still working at the Factory) and they always confirmed to me that Soviet watches were really not that cheap for them to buy during the Soviet times. D.
Volume will come later.