In April, 1935, the Third State Watch Factory was formed in Penza, a city 625 kilometres southeast of Moscow. This factory was reconstructed from the remnants of the Frunze Bicycle Plant using newly-acquired tooling from LIP. LIP engineers and technicians were also responsible for supervising the installation of all equipment and for training Russian engineers. (See also: ZIF)

 

The factory was renamed Penza Watch Factory in the year 1940. This factory focused primarily on small-sized ladies movements, and throughout the 1950s a number of different brands were produced, including Aurora, Junost, Kometa, Lux, Lyra, Mechta, Sura, Vesna, and Zvezda. 

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The Sura brand (Сура, named after the eponymous river flowing through Penza) was produced for a short time around 1960. These watches relied on the caliber 2009 movement with 15 jewels, a ladies caliber that was manufactured for only a short time at Penza Watch Factory before being transferred to Minsk Watch Factory in 1955. Lux and Sura watches were the only men's watches to be produced at Penza Watch Factory in the 1950s. 

 

The Sura brand was retired just a few years after its inception, when all watches produced at Penza Watch Factory were consolidated under a single trademark: Zaria.