Advertising
The Montblanc saga
100 years history
La Cote des Montres - June 14th, 2006
The three visionaries founded a factory in the “Schanzen” district of Hamburg for exclusive fountain-pens of the highest quality and in small numbers: the “Simplo Filler Pen Company“. In 1909, after almost 3 years of development, they launched the first fountain-pen series, “Rouge et Noir“, made of black ebonite with a red cap head and inspired by the famous novel of the same name by Stendhal.
Although the French name meant nothing for most German customers, the fountain-pen acquired the affectionate nickname of “Little Red Riding-Hood” and was a great success as the advertisements then claimed, “a fountain-pen that does not make blots”. One year later, the technically improved “Montblanc” fountain-pen started its successful career: the black fountain-pen with the white star on the cap does not leak at all when closed!
The dark massif with its snow-covered peaks and six icy glaciers inspired this unique product. And with this name there was no more scope in marketing terms for nicknames. As a symbol of highest quality, the name “Montblanc“ still stands today for the highest European craftsmanship. The potential of this name was recognised 100 years ago and the Montblanc “Star“ (in fact the 6 glaciers on the summit), the symbol of the snow-covered summit of Europe’s highest mountain, was registered as a trademark. The Montblanc fountain-pen was so successful that the Simplo Fillerpen Company became Montblanc Simplo GmbH.
A Legend is Born
The global breakthrough came in 1924 with the “Meisterstück“ the birth of a legend. The number 4810 adorns the nib of each Meisterstück and symbolises the height of the eponymous mountain in the Savoy Alps. Eleven years later, in the year 1935, the company made a promise to its customers, who were hit by inflation and so reluctant to spend their money: a lifelong guarantee.
A sign that it was absolutely convinced of the quality of this perfect writing instrument. The pen, with its timeless and fascinating design, revolutionised in the course of the century not only the entire writing- instrument industry. The coveted cult object gained a permanent place in the New York Museum of Modern Art and plays a significant role in the most important signatures in politics, business and culture.
The Montblanc Family
In 1974, Roger Moore used the Solid Gold 149 fountain-pen in the James Bond Film “The man with the golden colt” to shoot the bad guy Christopher Lee. But the supreme pen is the Meisterstück Solitaire Royal for approx. US$ 125,000, decorated with 4,810 Pavé diamonds (each one individually cut with 35 facets). In addition to the Meisterstück writing-instrument lines, Montblanc has been producing since 1992 Limited Editions, which are dedicated to famous arts patrons, writers or musicians. Since only 4,810 pieces are made of each Edition, they rapidly become coveted articles for collectors.
In the meantime, a whole universe of luxury goods has gathered beneath the Montblanc star: elegant, handmade leather accessories, the leather factory has existed since 1935, fashionable eyewear, accessories, high-class silver jewellery and exclusive Swiss watches. They are produced by Montblanc’s own watch company Montblanc Montre S.A. in Le Locle, the cradle of finest global watchmaking in the Swiss Jura.
100 Years Chronicle
1977: Alfred Dunhill Ltd. in London becomes the majority partner of Montblanc. In 1985, the later Dunhill Holding PLC will take over the remaining partners’ shares.
1983: Introduction of the Meisterstück Solitaire Collection, the precious metal version of the Meisterstück in solid gold, sterling-silver, or gilded silver.
1987: Numerous international sponsorship initiatives in the areas of literature, ballet, and music mark the beginning of Montblanc’s worldwide commitment to culture: In London, Prince Charles awards the Best First Time Sponsor to Montblanc for supporting the exhibition “Comic Iconoclas”.
1994: The “Solitaire Royal” a fountain pen covered with 4,810 brilliant diamonds, enters the Guinness Book of records as the most expensive fountain pen in the world.
1998: Opening of the Montblanc Academy and first exhibition of art works at the Montblanc Gallery in Hamburg.
2003: : Montblanc launches StarWalker, a new generation of writing instruments, and the watch collection TimeWalker.
