On July 18, 2019, the world premiere of the Montblanc 2019 New Ladies Watch was held at the 1862 Fashion Art Center in Shanghai. As the main push series watch for this year’s ladies’ watch, the new Breguet women’s watch has attracted attention. The exquisite and elegant shape design combined with the exquisite craftsmanship is tailored to the exquisite and independent women of the modern city. Interview with Vincent Montalescot, Executive Vice President of Montblanc Global Marketing, to discuss issues related to Montblanc and its new women’s watch collection.
What is the biggest highlight of this year’s Breguet new products? Where is the difference from the previous model?
Mr. Vincent Montalescot: The biggest highlight of this year’s Montblanc brand new Breguet watch is, of course, the self-made movement perpetual calendar watch. This watch adopts the brand’s self-made movement, which was released after three years of research and development, and limited to 100 pieces worldwide. The other two watches of the Breguet series, the day and night display, and the full-time watch, are also very personal. More importantly, the concept of this year’s Breguet series, the choice of a watch depends on the consumers themselves, everyone will have their own style, consumers can choose watches according to their own style. Match it. In addition, the Breguet series of ultra-thin watches with complex features of the external frame tourbillon launched last year is also a highlight of this series.
As far as the Breguet series is concerned, what is the age composition of Chinese female consumers?
Mr. Vincent Montalescot: If you want to talk about the consumer age core of the Breguet series, it is probably in the range of 25 to 40 years old. In my opinion, all the watches of the Breguet series can be targeted at modern women of different ages, such as our brand friends Wu Jinyan and Qin Yu, who belong to different age ranges and are also representatives of independent women in modern cities. This means that your character and your career determine which watch to choose and what style to use to interpret your own characteristics.
Will Montblanc launch more young products for young people in the future?
Mr. Vincent Montalescot: Montblanc has launched a number of products for young people, such as the 1858 series, which is a sporty watch; the SUMMIT 2 smartwatch is now very popular and sought after by young people. In addition, young people are now more and more fond of travel. For the suitcase products, we launched a joint limited-size suitcase with Italian tire manufacturer Pirelli in April this year. At the beginning of July, Montblanc and BAPE (note: the famous street fashion brand born in Harajuku, Japan) launched the new Montblanc BAPE® limited edition bag and leather accessories series. We can see that Montblanc has been continuously launching products for young people from watches, leather goods to bags.
This year, the brand invited celebrities from different fields and KOL on the occasion of the launch of the new Montblanc Collection. What are the common life concepts between the Breguet series and them?
Mr. Vincent Montalescot: The theme of this Montblanc Ladies Watch is #My Life.My Decision. My heart is me#. Modern young people like to express their own demands and show their own personality. Montblanc presents us with a diversity of products, which is very important, indicating that different products in the same series can meet the different needs of consumers. For example, this new Breguet watch is paired with a strap of different colors, consumers can choose their different styles according to their mood, according to different occasions to interpret their style.
It is understood that you have a lot of experience in other industries before, especially in terms of brand marketing strategy. Do these experiences have any reference in the high-end watch industry?
Mr. Vincent Montalescot: The previous experience that brought me to Montblanc is how to talk to young consumers and how to maintain a common language with them. It is very important that we learn to listen to the voices of consumers and put consumers at the center rather than putting the brand at the center. Because by listening to consumers, we can gain insight into what young people like and use to adjust strategies. For example, we just said that when the Montblanc BAPE® limited-edition bags and leather accessories series was launched in early July, the shops of Shanghai CITIC Pacific Plaza were arranged in front of a long queue. Young people are becoming more and more fond of our products, which is what we hope to see.
Another point is that when we communicate with young consumers, we know what channels young consumers like to get information and make. We can build emotional bonds with them and achieve emotional connections.All in all, for me, being able to listen to the voices of consumers, discover and insight into their preferences, and establish a smooth communication bridge with them, this is some constructive advice that I can bring to Montblanc.
Summary: Today, consumption tends to be younger, and Montblanc is constantly immersed in young people in the market, especially in the Chinese market. But how to get more and more young consumers to pay is still a huge challenge.
With the gradual emergence of the main consumer groups after the 90s and 00s, they have a distinct personality, have a strong self-awareness, and are accustomed to the emerging purchase method of online shopping. Therefore, the brand not only tends to be younger in product design but also opens. The e-commerce platform has formed a good communication bridge with the younger generation. However, while targeting the younger generation, you should also be aware that you cannot cater to the market. Innovating in the classics, inheriting in the innovation, retaining the most in-depth characteristics of the bone marrow, both the younger generation and the consumers of other age groups.