Timed to perfection

Sofianni Subki
New Straits Times
07-27-2002
Timed to perfection
Byline: Sofianni Subki
Edition: The City Advertiser; 2*
Section: Trends
Memo: (STF) - Montblanc is now not only known as a renowned pen-maker but also a manufacturer of quality watches, a line of products it branched into only five years ago, writes SOFIANNI SUBKI.

WHEN renowned pen-maker Montblanc diversified into watches five years ago, it had a simple yet effective strategy. To appeal to its loyal clientele worldwide, the first watches were designed after its classic fountain pen, the 1924 Meisterstuck.

In keeping with the traditional shape and form of its bestselling pen, the watches came out bulky, roundish but elegantly black, with a touch of gold.
Recognising the familiar features, millions of Montblanc aficionados gave their nod of approval but the Press, at the time, was quick to find fault.

"You're not making a real watch, you're making a watch that looks like a pen!" and "Where do you fill in the ink?" were among some of the harsh comments made at the launch of the Meisterstuck watch collection.

Wolff Heinrichsdorff, Montblanc's executive vice-president, remembers the initial feedback only too well.

Even after critics called it "the ugly watch", he was confident those who knew the heritage and personality of Montblanc would take to its timepieces.

Within a short time, his faith in the brand paid off as sales far exceeded expectations.

The attraction, he explains, lies in its "imperfection." Instead of striving to be young and elegant, it came across as old, yet full of character.

Like the famous French actor Jean Paul Belmondo, who was sexy despite his broken nose, the watches were appealing because they had flaws that people were drawn to.

"People began to love the ugly watch," he recalls with smile.

Having proved critics wrong, it has since continued to produce precise high-quality timepieces that are manufactured according to the strict standards of traditional craftsmanship.

Hardly a feat for the German-based brand, considering its century- old heritage in creating the world's most prestigious and sought- after writing instruments.

While establishing itself as a worthy competitor in the watch industry, it has further extended its range to include leather goods, jewellery, eye wear and fragrance.

"We have five years behind us and we are now perceived as a serious watch manufacturer. Our watches are of great quality and the repair quote is very low."

Unlike some brands which claim to be Swiss but are manufactured in other parts of the world, Montblanc's timepieces are 100 per cent Swiss-made. All watches are made at the secluded Montblanc Montre SA in Le Locle, which is only accessible by air.

Have Malaysians responded well to the watches?

"Malaysia is absolutely identical to the rest of the world. The proportions of sales between our writing instruments, leather goods and watches are the same because we are a global brand.

"Montblanc's distinctive white star is a symbol of success, it's a symbol of people who make it in life. This is the busines we are in, we are not just selling products, we are selling soul. This is why people buy Montblanc, it's a reward for having accomplished something."

Earlier this year, Montblanc made its sixth appearance at the International Salon Prestige Watchmaking (SIHH) held in Geneva, where it presented two new lines.

Unlike the nostalgic Meisterstuck, they heralded a new era in Montblanc, sporting a modern, stylish and minimalistic look.

The Profile is the first collection of rectangular watches and the Summit is a series of stainless steel wristwatches with exceptionally flat casings.

"It's called Profile because the watches have distinctive contours when viewed from the side," says Heinischsdorff.

In contrast, the pieces featured in Summit appear almost disk- like, measuring 7mm thick.

"The Summit comes only in one size because it has the special ability to adapt to the wearer. If a man wears it, it looks manly; if a woman wears it, it looks fancy."

The Profile watches, however, come in different sizes, ranging from men's sizes with a chronograph function to smaller ladies' watches designed with jewellery.

For some years now, imitation goods have been a bane for Montblanc and people have been conned into buying fake merchandise on the Internet, despite repeated warnings that its products cannot be bought online.

An international investigation company has been working to combat the problem and in addition Montblanc has alerted the public through its official website which tells the difference between imitation and genuine goods as well as what to expect from an authorised dealer.

"Ten years ago, Montblanc had a vision to become a diversified luxury brand," says Heinrichrsdorff, who has been with the company for more than 11 years. "Having achieved this, we want to become bigger, stronger and permanently strive towards excellence."

While maintaining this ambitious note, Montblanc has not neglected its social responsibility by sponsoring writing competitions and culture advancement projects.

Currently, it sponsors the Philaharmonia of the Nations, an orchestra comprising young musicians from over 40 countries, and donates works of art to the Hamburg Gallery of Contemporary Art every two years.

"When your company is successful because you have benefited from society, it is your duty to give back," says Heinrichsrdoff, a consultant to various cultural ventures and the creator of the Montblanc De La Couture, an arts patronage award conferred on outstanding art patrons.

"According to our statistics, there are eight million to 10 million people worldwide who are currently writing with a Montblanc. It's our way of saying thank you to them." * The writer can be contacted at sofianni@nstp.com.my

Illustrations/Photos:
Heinrichsdorff: It is your duty to give back to society.; Home of
Montblanc: Montblanc Montre SA in Le Locle where Montblanc watches
are made.; Modern look: The Large Chrono Quartz watch in the Profile
collection.

(Copyright 2002)