“We R&D one product, and also predict and tap the next new product.”

The Arctic tank is the best known product from Horizon, but their earlier offerings, the H9 mod and Spartan tank, are part of the family as well.

Since the start, Horizon has focused on atomizer tanks, so it was not a surprise to find out that they consider Aspire their direct competitor.

What Horizon is doing right, says Roman, is that

“we care about the quality and innovation..we aren’t limited by available products…often challenging the market…predicting the next e-cig trend and designing special tanks that other manufacturers don’t develop…we go far ahead of other companies.”

In essence, a 0.2 ohm pre-built coil was a novelty. The fact that it worked so well and for so long a duration of time was an engineering feat.

Another product line was the Phantom Tank series, which features an innovative juice recycling system. The Phantom also used 0.2 ohm coils, a revision and upgrade over the original Arctic units.

 

Horizon’s cutting-edge engineering team looks to the future when developing products.

They spot new developments early and the management leads by example.

When asked about future vaping tech, Horizon responds “our boss has an eye for it…” He scans currently available hardware on the market and looks for ways to improve it.

The newest tech that is on the horizon, no pun intended, includes tank cooling systems.

 

There’s no doubt Horizon is a success story, but what about the challenges it faces?

“If a company doesn’t want to die, [it] must inject fresh blood,” says Roman. “Of course…if the price will go down quickly and the product loses value…it also will affect the company’s long term plans…”

If the return on the heavy investment of energy in research and development is minimal, it hurts growth. Roman is concerned that e-cigarette manufacturers may be less inclined to innovate if current diminishing returns on investment trends continue.

The inspiration for new designs come from a many sources. Market trends, the “discussions between engineers and executives,” and feedback from users, wholesalers, and retailers all integrate into a final product.

A strict policy on product finalization embeds itself into the fabric of Horizon Tech.

They go by a “five month plan” system. In five months, a product must undergo all the steps necessary for launch.

Roman clarifies,

“when we make a new product, at the same time we will also develop a new product in the next 5 months. We R&D one product, and also predict and tap the next new product.”

This two-pronged approach to development allows Horizon to stay on the market edge. However, there are other considerations taken when making a new product, specifically because tastes all over the world vary greatly.

Traveling in China, you will seldom see a brick and mortar vape shop…

Horizon isn’t gearing up for Chinese vapers just yet. Roman adds his input on the Chinese market, “Most people still use traditional cigarettes, so we won’t design an e-cig for Chinese consumers.”

In fact, very few electronic cigarette companies are spending energy on developing their brand inside China.

Tobacco use is widespread, but there are many challenges in converting and educating smokers that a possible alternative exists. A main factor is cost. As of 2015, The average cost of a pack of American cigarettes is $2.47 in China. In the U.S., cigarette pack prices wildly vary, with some urban locales paying over $15 for a pack.

With regard to American legislation, Horizon has an ingenious idea. “Unite all the famous vape companies, tell the Ministry of Chinese Foreign Trade our situation, and send an ambassador to America,” says Roman.

American multinational companies and have long been known to use government intervention when urgency arises, so by the same logic, why not the vape industry?

Any help from foreign dignitaries and government officials would be greatly beneficial to the rights of the individual vaper and the industry as a whole.

 

Roman loves his job at Horizon and vapes on a mechanical mod with an Arctic tank.

He reflects on the fact that most of his colleagues vape as well…

The Horizon sales team are all very close-knit and spend their leisure time engaging in group activities.

Horizon’s ability to go boldly where no manufacturer has gone before earned them a pioneering reputation. Their emphasis on innovation, ingrained into the company culture, will help them survive the volatility of the industry.