The pioneering spirit drives Montblanc
Luxury Maison Montblanc takes its pride from its heritage that spans 110 years as well as it products that range quite vastly compared to its counterparts. In its celebratory momentum, Montblanc admits that its key driver to success is its pioneering spirit that has been cemented in its DNA since 1906
During the Salon International de la Haute Horlogerie (SIHH) 2016 in Geneva, the renowned luxury company was joined by its brand ambassadors Hugh Jackman, Charlotte Casiraghi and Guey Lun Mei for its 110th anniversary event that took inspirations from the great Atlantic crossings of the early 20th century. Aside from commemorating its long history, the SIHH also paved the way for the Maison to introduce its latest novelties including the new collection of Montblanc 4810 timepieces.
Also in time with the annual horology event, Montblanc’s Marketing Director Jens Henning Koch met with “Day & Night” magazine to give light to the astounding announcements and continuous growth of the Maison.
What made Montblanc choose the actor Hugh Jackman to be the face of the brand?
When we were looking for a brand ambassador, we were searching for someone who would be able to translate the main quality of Montblanc which can be summed into one word: Substance. Before signing Hugh Jackman, we reviewed his profile and we learned that he is not only an amazing actor but he also has a genuine presence and is dedicated to his profession. We had high expectations in this remarkable character but we proved he is better than our expectations.
Are you on the look for global female ambassador?
For the ladies, we were on the look for someone who would match the attributes of our Boheme collection. We wanted someone who has that modern appeal that would definitely suit as the contemporary Boheme lady with independent attitude. At the time of the launch, we were fortunate to have Charlotte Casiraghi who has a very elegant appearance as well as the style and attitude that match the Boheme collection.
How do you manage the marketing campaigns that are varied for each product line?
When we craft our marketing campaigns, we would always create a purpose. We stick with our objectives but our focus is on watches and novelties that need extra attention. Our communication on watches is about 60-70% because it is the activity that we build awareness on. Our writing instruments are well-communicated already while the leather goods are highly visible in our boutiques so it would be our watches that require the additional awareness.
Did Montblanc find it challenging to merge its heritage and tradition with the need to keep up with contemporary style and trends?
Our celebration of the 110th years of the Maison was done in referencing to our tradition and long history. The anniversary happened in conjunction with the launch of the 4810 collection which again was another reason for celebration.
In fact, the new collection was a way of looking back as well as strengthening Montblanc’s pioneering spirit. We have been, and we will always be pioneering in a lot of ways.
Our newest lines of writing instruments feature the digital pen with e-strap capability. We are also pioneering in enhancing our craftsmanship which has been visible in our choice of exclusive and highly efficient leather, in the sophistication and refinement of our timepieces, to name a few. Other than crafting innovative products, we always create ways in attracting the young generation by adding contemporary styles and features in our classic pieces. With the Maison’s objective to be a lifetime companion, the brand is always dedicated in being a pioneer, and we embrace this spirit in leading us to the future.
What keeps the writing instrument a strong range of products for Montblanc at this period when people use digital platforms to write and store notes?
In the watchmaking industry, experts would note that despite the rise of digital watches, people would still choose to buy the traditional watches not because it is the best way to function for timekeeping. People buy the traditional watches over digital watches because of its beauty and craftsmanship. It is the same manner by which people would still prefer to buy the writing instruments for writing and making important notes. Moreover, as people get exposed to our ranges of writing instruments, they experience the difference of these pens over the other tools for writing. The customers become more aware of the significance of these writing instruments especially now that they use it on special and important moment such as signing their signature on a very exclusive agreement. Also, the customers find that their ideas and concepts are better written using our writing instruments especially if these ideas would become the first steps to their success. So, I believe that there are still a number of important occasions which make our writing instruments significant in our customers’ life and style.
What was the feedback on the pocket watch that you launched last year?
We have very positive feedback from the collectors. I believe that by merely looking at the pocket watch would convince and attract timepiece connoisseurs. Its beauty does not only stem from its mechanical expertise but also comes through the level of artisanship that was engaged in crafting it. From the hand engraving on the dial to the finishing of its movement, this timepiece is certainly stunning.
