Montblanc, the luxury brand under the Richemont umbrella, has showcased seven High Artistry pens with prices exceeding $1 million. These limited edition writing instruments are inspired by the Orient Express train and are adorned with diamonds, precious gems, and enamelling details, also featuring timepieces. Montblanc, the only player in this sui generis category, aims to highlight its origins and brand identity through these high-end pens. Despite the prevalence of digital devices, the global market size for writing instruments was valued at $17.08 billion in 2022, with a forecasted compound annual growth rate of 4.3% from 2022 to 2030.
In 2022, the Asia-Pacific region accounted for 31.4% of the writing instruments market, fuelled by rising literacy levels and educational development, particularly in India. Premium writing instruments remain popular in the West, driven by the enduring trend of journaling popularised on social media. Besides traditional stationery brands like Caran d’Ache and Faber-Castell, even jewellers like Cartier and Chopard are expanding into the writing instruments category.
Montblanc’s focus on high-end pens aligns with its heritage and brand identity, originating in 1906 as a pen manufacturer with an ink reservoir. The company, part of the Richemont Group since 1993, has diversified into watches, leather goods, and more recently, the High Artistry pens. Montblanc’s CEO, Nicolas Baretzki, sees these pens as a medium to express the company’s high-jewellery thinking and skills.
The company is reinforcing its commitment to writing heritage with the opening of Montblanc Haus in Hamburg, a 3,600 sq m facility dedicated to the art of writing and calligraphy workshops. Montblanc aims to maintain credibility in pens while expanding into adjacent product categories.
The High Artistry pens have opened new possibilities for Montblanc, especially with the Orient Express brand’s revival by hospitality group Accor. One of the pens, an 18k gold piece adorned with rubies and diamonds, features a windowed door that opens to reveal a butterfly with an enamelled wing, a homage to Orient Express passenger and British spy Robert Baden-Powell.
Vincent Montalescot, Montblanc’s Chief Marketing Officer, emphasises that pen-making is a strong differentiator for the brand, providing a distinctive connection to the culture of writing over the past 115 years. Montblanc’s High Artistry pens are not just luxury items but an integral part of crafting the brand’s identity and creating a unique category in a saturated market.
The luxury brand’s recent campaign, “The Library Spirit,” underscores the act of writing as a personal means of communication and self-expression, connecting people in a meaningful way. In a world dominated by digital communication, Montblanc’s focus on the art of writing stands as a testament to the enduring appeal of traditional craftsmanship and the power of category creation in the luxury market.
