11 March 2008
Maximum Moments(HKTDC Watch & Clock, Vol 02,2008)
|Ximax Enterprise Ltd offers a complete range of hi-tech LCD, LED, LCA and analogue watches|
Time certainly flies at Ximax Enterprise Ltd, which has taken less than three years to establish an international reputation for men's and women's hi-tech LCD, LED, LCA and analogue watches.
The fledgling company's growing network of international customers already includes ODM/OEM deals with a couple of global sportswear giants - though their identities must remain confidential at this stage.
Not content to rest on his laurels, Director Bravo Wong has still more big-ticket deals under negotiation and is brimful of confidence about future growth. "We've enjoyed remarkable success in just a few years and have had to expand production at our 55,000-square-foot factory in Zhongshan in southern China," he says, noting that the Ximax workforce is already up to 300 employees and likely to continue growing. "Work is also piling up in our Hong Kong headquarters, so we've had to move to a much bigger office to accommodate 20 staff."
It's a pleasant problem to have but one entirely befitting a company that not only produces the full range of LCD, LED and analogue watches, but also incorporates LCD screens in an analogue format.
Business is "very promising", Mr Wong admits, and the company will continue expanding to keep pace with sales growth. "I don't want to sound over-confident but as things stand at present, the sky's the limit," he adds.
An insistence on quality products is the single strongest factor in Ximax's sudden success story, Mr Wong maintains. "From the outset we have concentrated on top-quality watches across the whole range of our models, and it has paid off," he says.
"Now, if anything, we are even more committed to top-quality because if we let our standards lapse even a fraction, we would risk losing something we treasure - the trust of our customers."
Ximax is also heavily committed to R&D. "We are in a field where tastes and trends keep changing," Mr Wong observes. "We must not only keep up with the latest developments, we must also come up with our own ideas, the bolder the better."
That's why Ximax boasts a 50-strong R&D team headed by a first-class product designer, plus a top software designer and a programming engineer. "Most are based in Zhongshan, but we have a handful of key designers in our headquarters for on-the-spot jobs and urgent backup work."
Their talent is clearly evident in the sheer diversity of Ximax's designs and the multifunctional qualities of their watches, which include a series of dazzling new hi-tech models.
Some have conventional circular cases, others are in different shapes and one is basically triangular - but with the three edges tidily smoothed and rounded.
The faintest press of a tiny switch on the side of the case ensures each model produces its own colourful time display - correct to the second - while another click conjures data such as the current temperature. "Just like a mobile phone," Mr Wong says.
The displays of the new models come in a rainbow of colours guaranteed to satisfy the fussiest buyer. "Some want red, others green, blue or black - we supply the full range, as long as the figures are easy to read," Mr Wong assures.
However, Ximax doesn't simply concentrate on appearance when designing a new model but also takes many other points into account, including ergonomics and even the feel of a watch - and the watchband - on the wearer's wrist.
"Our work is so comprehensive and our team so good that some big-brand companies trust us with producing new models from scratch - with consultations by email throughout the design process," Mr Wong claims.
"They start off by accepting our basic design ideas, but sometimes we work with their R&D team to fine-tune a concept until we achieve precisely what is required."
The final design is then produced by an experienced manufacturing team in the Ximax factory, which is ISO 9001-certified. "Our lint-free room for bonding and SMT facility assures our customers of the highest-quality products," insists Mr Wong.
This focused approach has allowed Ximax to build a customer base that covers virtually the whole world. "We export to North America, Europe - including the UK - South Korea, Japan, Thailand and Indonesia - plus we have toeholds in South Africa and Australia," Mr Wong reveals. "And the best thing is that all of them have enormous potential for expansion."
TEXT BY GEOFFREY SOMERS
|Ximax Enterprise Ltd
Units 7-8, 12/F, Blk A
Hi-Tech Ind Centre
5-21 Pak Tin Par St
Tsuen Wan, New Territories
|Year Established: 2005
Major Product Categories: watches, modules, assemblies
Brands & Certificates: -
Minimum Order: -
Monthly Production: 100,000-120,000 pieces
Delivery Time: -
Factory Size & Location: Zhongshan