News The specialist producer of writing instruments Montblanc has managed to make its presence felt in the watch market in record time. A story of unfettered success.
Founded in 1906 in Hamburg, Montblanc is one of the highest profile players in the market for top-of-the-range writing instruments, thanks in particular to its legendary Meisterstück fountain pen launched in 1924. The figures speak for themselves: turnover in excess of 550 million francs, production of 1.5 million pieces, 1,800 employees worldwide and 8,000 points of sale in more than 70 countries, including 200 of its own stores.
But a picture such as this, no matter how brilliant, does not ensure the success of diversification, even if it is watch-based and the firm belongs to the Richemont group. And yet it is this that has propelled forward the firm with the white star motif, a symbol that decorates the caps of all its writing instruments and, since 1997, the crowns of all its watches.
Indeed, seven years after its launch, the Montblanc watch, which now accounts for 20% of the company's sales, represents an annual market of approximately 100,000 pieces, 30% of which are mechanical. Figures that the firm intends to double in the next five years and that are the basis of its recent decision to expand production capacity to 200,000 pieces.
If Montblanc watches combine traditional values with contemporary design, the same can be said of the building in which they are assembled. Since its foundation, the company has been established in Le Locle in an art deco villa, built in 1906, supplemented this summer by a modern and transparent building featuring an atrium, which blends in perfectly with the countryside (see photo on previous page) and is directly connected to the original edifice. The total floor surface has been increased from 200 to 800 m2 to provide a bright working space for more than 40 people. In addition to production, product development and management facilities, as well as sales and logistics departments, are also housed here.
A veritable island outside time, this new complex also features five elegantly furnished suites, in a completely tranquil atmosphere, and a park with pavilions equipped with offices. Reflecting the Mont-blanc philosophy, it is decorated with works by contemporary Swiss artists: Sylvie Fleury, Ugo Rondinone and John Armleder.
Comprising five lines called TimeWalker (see photo), Star, Sport, Profile and Summit, Montblanc watch collections have in all likelihood found the base that will enable them to build on their undoubted success.
October 23, 2003
