Montblanc - writing the history
fiogf49gjkf0d Montblanc, manufacturer of writing instruments, dominates the luxury pen market in the Middle East and worldwide. It commands 75 per cent of the market globally. Most important treaties are signed with a Montblanc pen. Montblanc is an iconic brand and people like to be seen wearing it and writing with it. “Our pen Meisterstuck is choice of presidents and head of states, it is called ‘power pen’ - most important treaties are signed with a Montblanc pen,” claims Joe Nahhas, Regional Director of Montblanc. For 2012, Nahhas revealed that Montblanc has planned several new limited editions in Writers edition and Patron of art line as well as Donation pens and special theme editions. Below are excerpts from interview of Nahhas with Arabian Watches & Jewellery Magazine:
Why is Montblanc’s Meisterstuck writing instrument still the most popular; how is it faring in the Middle East?
Very few brands are lucky enough to have an icon. For Montblanc, Meisterstuck is the iconic phenomenon, the heart of the brand. As we grew this pen is still the heart of the brand; when people think of Montblanc they look for Meisterstuck and vice versa. Brands need such icons especially in difficult times when people go back to brands and products they trust. Meisterstuck reflects the key element of Montblanc, craftsmanship, quality and design.
How can a company like Montblanc dominate 75 percent of the luxury pen market worldwide?
Yes we are completely dominating the luxury pen segment worldwide, including the Middle East. Montblanc is an iconic brand and people like to be seen wearing it and writing with it. Our pen Meisterstuck is choice of presidents and head of states, it is called” power pen” - most important treaties are signed with a Montblanc pen.
How did you do that?
We never left it to grow on its own, Meisterstuck pens are constantly developed with new ideas, new concepts, new innovations, and new designs driving more interest and excitement to it and to the brand. It is very important for us in Montblanc not to lose peoples’ interest in the iconic product as we grow and invest in other sectors like watches and jewellery.
What are fresh plans for writing instruments?
We are focusing on limited editions and theme pens, and on everything that goes around it, as well as looking into developing personalized fountain pen nibs. The bespoke nibs will be made after analyzing the customer writing style; our craftsmen will prepare the nib that suits. We are also looking into developing a special calligraphy nib. It will be very exciting where we will have calligraphers involved. We will also develop the DNA ink.
Do you expect your market share will continue to grow in the region?
It will be hard with the dominance we have; but what is important is to maintain our position as a leader.
Despite the new technologies?
Computers have been around for the past 20 years. Montblanc has been growing well especially in the past five years; we have been selling pens more than before. We are not competing with an instrument that sends SMS. The value of writing has never changed; luxury pens have become more important. Pens are similar to watches, one can read time from a phone and a computer but this did not eliminate the need of a good wrist watch.
What will Montblanc offer pen collectors and lovers in 2012?
We have several new limited editions in Writers edition and Patron of art line as well as Donation pens and special theme editions.
Anything special for the region?
It takes two years to prepare a concept; we are looking into several options but there is nothing yet.
Are there any plans to adopt a brand ambassador for Montblanc from the region?
We are looking into this; it is hard really to find someone. Let’s say we are looking into it.
When can pen lovers have the opportunity to design their own pen at Montblanc?
We’ve already launched this service and worked with several pen collectors who visited our workshop in Hamburg.
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