Montblanc’s future path, try to be bold and innovative

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.

Montblanc’s new 1858 watch: khaki green returns to nature

Inspired by the mountain adventure spirit, Montblanc’s new 1858 series watch with the bronze case, new khaki green dial and the same color “NATO” woven strap bring you close to nature.

Inspired by the legendary Minerva Professional Military and Mountain Adventure Watches of the 1920s and 1930s, Montblanc launched several new 1858 series timepieces during the 2019 Geneva Haute Horlogerie Show, paying tribute to the excellence of the Memphis Watch Factory. watch history and heritage. These legendary Minerva watches are extremely accurate and easy to read, and they maintain reliability under extreme conditions. The three new timepieces are elegantly blended with khaki green and bronze to show the spirit of being close to nature. Whether it’s hiking through forests, wilderness or conquering the highest peaks, Montblanc’s new 1858 series of self-winding watches, automatic chronographs, and Geosphere watches are courageous adventurers and explorers’ trusted time companions.

The Minerva watch factory in Villers, Switzerland, dates back to 1859 when Charles-Yvan Robert founded a watchmaking workshop in the small village of St. Mill Valley. Subsequently, with its accurate chronograph, Mina Watch has been recognized by the global watchmaking industry and quickly became a leader in the field of professional watchmaking and chronographs.

Inheriting the fine watchmaking tradition of Mei Nashua, paying tribute to the history of excellence in watchmaking for more than 160 years, Montblanc has launched the new 1858 series timepiece, which is inspired by the fine watchmaking of Mei Nashua, bearing in mind the brilliant achievements of a hundred years.

Mountain adventure spirit

The Montblanc 1858 series is inspired by the mountain adventure spirit. The new timepiece uses khaki green to echo nature, while reinterpreting the Mayweather chronographs and chronographs of the 1920s and 1930s, inheriting the classics in a modern way. soul. The new timepiece uses a vintage bronze case and aluminum that is more beautiful as the years go by and is equipped with innovative and practical homemade and practical complex functions. It is a reliable companion for outdoor adventure. These modern adventurers who are passionate about challenges dare to express themselves, be loyal to their individual styles, pursue the truth, love adventure, and create a new height in living in harmony with nature.

The bronze case is polished and satin-finished with curved chamfer lugs. The bronze-colored watch back is made of hypoallergenic titanium, engraved with the Mont Blanc mountain pattern and a compass and two hailstones to highlight the mountain adventure. The watch also has other exquisite design details, including a grooved crown that emulates an antique timepiece, and around box-shaped convex sapphire crystal for added retro texture.

In order to achieve legibility and aesthetics, Montblanc’s new 1858 watch features a khaki green dial for a more luminous illuminator. The cloisonné-designed cathedral-style pointer is historically rich, with finely polished sides arched and slightly raised. The dial features beige Arabic numerals with a Super-LumiNova® luminous coating and a classic rail-shaped minute scale. The Montblanc logo uses the trademark style used in the 1930s: text written in historical fonts and Mont Blanc. (Mont Blanc) mountain peak logo.

In keeping with the modern aesthetic, Montblanc’s new 1858 watch is equipped with a high-quality NATO woven strap from a traditional French weaving factory with a history of more than 150 years. Its extraordinary handcrafted craftsmanship makes this NATO strap elegant, durable and durable. It is extremely comforteth to wear.

To ensure product performance, all Montblanc brand 1858 series timepieces have been simulated for 500 hours and passed special tests under extreme conditions. The self-winding watch, the automatic chronograph, and the Geosphere world time watches are water-resistant to 100 meters to ensure stability in all environments.

Montblanc’s new 1858 series watch

In 2019, Montblanc introduced four new 1858 series timepieces: two new 1858 series self-winding watches, an 1858 series automatic chronograph, and an 1858 series Geosphere world time watch.

Two Montblanc new 1858 series self-winding watches feature a 40mm all-bronze case (previously with a steel case and bronze bezel) with a khaki green dial or a steel case with a black dial. Montblanc’s new 1858 series automatic chronograph uses a 42 mm full bronze case with a khaki green dial, perfect for a double-timed small dial. Montblanc’s new 1858 series of the Geosphere world time watch pays high tribute to the “Seven Peaks” challenges and introduces a new bronze with its green watch.

Montblanc’s new 1858 series is expected to be fully launched in the Chinese market in 2019.

* Super-LumiNova® is not all trademarks of Montblanc

Montblanc’s new 1858 series Geosphere world time watch (limited to 1858 pieces)

Montblanc’s new 1858 series automatic chronograph (limited to 1858 pieces)

About Montblanc

Adhering to the pioneering spirit of 1906, Montblanc redefines the writing culture with breakthrough innovations. Today, the brand has always adhered to the concept of continuous innovation and exquisite craftsmanship to create each product: including luxury writing tools, high-end timepieces, leather goods, accessories, perfumes, and glasses. Each of Montblanc’s new works contains ingenious and innovative features and eye-catching designs, from the German-made hamburger’s writing instruments to the watchmaking sacred precision timepieces created by Reno and Villeret in the Swiss Jura Mountains. It is also a high-quality leather good from Florence, Italy, which highlights the brand’s traditional heritage and the craftsmanship of the workshops. The Montblanc Classic Hexagon White Star logo has become a symbol of both long-lasting quality and innovative design, and the brand’s commitment to creating a quality life partner for consumers around the world. Rooted in the writing culture, Montblanc continues to fulfill its firm commitment to the cultural cause, always commits to the cultural field through an international perspective, promotes art and culture through different types of activities, and praises those who advance in the journey of contemporary art and culture. The art of sponsoring people.