My childhood hero
ELLI was born in 1996 at the ANS-Press Publishing House, the information hub of Azerbaijan. She always supported both children and adults. ELLI was the heroine of a children's magazine that bore her name and visited kids’ homes every month.
Children admired her kindness and bravery and dreamed of being like her.
Unlike today’s superheroes, ELLI couldn’t fly, didn’t have supernatural powers, and didn’t shoot webs or fire from her hands. Yet, she always helped those in need, guided her friends through challenges, and protected the little ones. ELLI is the true hero of our childhood!

ELLI’s new life

Now ELLI has returned to her fans in a brand-new form — as a wristwatch for children aged 3 to 15, created by the VMF Watch Factory with the mechanisms of Japan’s Citizen Watch Corporation.
Remaining a part of the ANS Group of Companies, ELLI will now always be on our children’s wrists — helping them study well, support adults, and play meaningfully.
That’s why VMF integrates the expertise and technology of Citizen, one of the world's leading watch manufacturers.

The design of all VMF ELLI watches is created by professionals from Azerbaijan, Switzerland, and Denmark, and the mechanisms are assembled in Citizen’s renowned Japanese workshops. Because our children must grow up precise, fair, and honest!

From day one, VMF ELLI set out to be more than just a watch. It embodies a unique concept designed to teach children around the world how to tell time.
Soon, children across all five continents will be able to get their VMF ELLI watches both online and through a wide retail network.
We dedicate our time, knowledge, and energy to ensure that wearing VMF ELLI watches is both fun and safe for children.
And when it comes to our planet, VMF ELLI is constantly seeking new eco-friendly materials and sustainable production methods — always thinking of the children of today and tomorrow.