Recently, during a visit with Montblanc where members of the press previewed a few timepieces set to debut in January at the SIHH, I had a few minutes to talk with CEO Jerome Lambert, who took over the helm of the storied brand just a few years ago.
In his short time at Montblanc Lambert has already made significant strides, beefing up product offerings, sharing watch knowledge garnered at the brand’s Villeret workshops with its LeLocle Manufacture, adding several new collections – including the very successful new Bohème ladies’ line ¬– and more. In fact, he says that his strategy since coming on board was to focus on enhancing every product category (from writing instruments to stationary, leather goods and watches replica) and on offering a cohesive message, or brand expression, for all categories.
With a philosophy and tag line that reads Share the passion for fine watchmaking, Montblanc has also made significant inroads into certain markets, especially the United States, where its tradition, values and quality craftsmanship speak volumes.
We keep working on having a distinctive approach with all of our watches replica, says Lambert. We are working on blending tradition and value, and from a product content perspective, we are offering more and more.
Lambert references the 2015 unveilings of the Montblanc Vasco da Gama Heritage lines, the Exo-Tourbillon and Metamorphosis. He also references the new product that will be unveiled at SIHH in January 2016.
Montblanc is a newcomer, really. We have only been in fine watchmaking for about twenty years or so, but the brand is pushing watchmaking boundaries when it comes to performance and technology, when it comes to automatic movements, says Lambert. ”We are always re-thinking and re-working. Our energies are into creativity and value.”
Lambert credits his team for its hard work developing new products. Additionally, he says, the brand’s retail sales have also blossomed. It was only about two years ago that – under Lambert’s direction –Montblanc unveiled the Bohème watch line for women, a collection that includes many models with automatic movements and even a perpetual calendar. Recently, the line was also extended to include a new day/night watch and the Moongarden watch.
In that short time, Bohème has grown to represent twenty percent of the business already. The perpetual calendar is always sold out and the other small complications are selling well, says Lambert. So well, in fact that the brand will be unveiling a new size and some new pieces come spring of 2016.
Roberta Naas publishes atimelyperspective.com