MARKET ACHIEVEMENTS The increase in individual mobility leads to more For nearly one hundred years the name transitory and ephemeral ways of life. Reliable Montblanc has stood for the art of writing, and lasting partners have become rare. For 100 while the snow-covered peak of Montblanc has years “Montblanc” has followed lasting values symbolised the high quality status of the brand such as quality and traditional craftsmanship. with the distinctive white star. Its uncompromising demands on shape, style, Montblanc’s classic fountain pen, the materials and workmanship have been refiected Meisterstück first produced in 1924, has become in the products with the white star for a hundred a cult object. Not only because of its timeless years now. High Touch is the motto of this design, but also because of the unmistakable manufacturer which still produces its goods values which are so characteristic of the entire carefully by hand and using traditional methods. Montblanc collection. They are established values Today, 100 years after the foundation of the small that take on a new and greater significance as manufacturing company, the coveted Montblanc modern life develops faster and faster; values such products are represented in 300 boutiques and as tradition, fine craftsmanship and an appreciation over 9,000 sales outlets in 70 countries around of the need to take time for the essentials - for the world and the Montblanc logo is a fixed reflection, feelings, beauty and culture. star in the luxurious shopping streets of the Every Montblanc product created over the world. Montblanc is a truly international brand years bears witness to these values. From whose products are only available from selected the classic Meisterstück fountain pen to desk authorised shops, jewellers and Montblanc accessories, hand-crafted Meister-Bütten boutiques worldwide. paper, fine leather and jewellery and the new Montblanc has been known for generations Meisterstück watch collection - they are the as a maker of sophisticated, highquality writing results of traditional craftsmanship which confers instruments. In the past few years, the product a sense of eternity on their owners. 1906, nobody imagined that it would mark the range has been expanded to include exquisite “The year of the Montblanc Lady”, made birth of one of the great international luxury writing accessories, luxury leather goods and the brand more relevant as a true watch brands: Montblanc. Eberstein and Nehemias belts, jewellery, eyewear and watches. Montblanc and jewellery brand. Fine jewellery events in had got to know the newly invented but still has thus become a purveyor of exclusive the major markets allowed them to focus on primitive fountain-pen in the USA and England. products which reflect the exacting demands women, an increasingly important customer Voss realised the potential of a fountain-pen made today for quality design, tradition and group. Now women are the largest customer with its own ink container that was independent master craftsmanship. group in the luxury industry. Taking this into of an ink-well and so could be used anywhere. In Oman Montblanc is distributed by Capital account, 100 boutiques have been refurbished The three entrepreneurs then founded what we Stores who are a part of Jawad Sultan Group of to create a ladies area with enough space to would now call a “Joint Venture”: the pooling of Companies. present the Montblanc jewellery collection. As different talents and financial resources with the Capital Store LLC has a wide range of top- a result, Montblanc welcomes already 40-50% aim of undertaking a commercial risk. of-the-line products and brands in its portfolio. female customers in their boutiques today, The three visionaries founded a factory in the It is the sole agent and distributor in Oman for and their share is growing. More than 25% of “Schanzen” district of Hamburg for exclusive perfumes and cosmetics, including Dior, Guerlain, revenues in their boutiques are generated from fountain-pens of the highest quality and in small Clarins, Kenzo, Issey Miyake, Jean Paul Gaultier, their female product assortment in jewellery, numbers: the “Simplo Filler Pen Company”. !n Narciso Rodriguez, Cartier, Davidoff, Loewe, watches, handbags and writing instruments. 1909, after almost three years of development, Burberry etc; household items include Tiger they launched the first fountain-pen series, Flasks and Kenwood kitchen appliances; watches HISTORY “Rouge et Noir’, made of black ebonite with a include Montblanc, Edox, S.T. Dupont, Lancaster When three men came together at the beginning red cap head and inspired by the famous novel etc; crystals and giftware includes Daum, Nao, of the last century, it was usually to talk about of the same name by Stendhal. Christofle, Wedgewood, Rosenthal etc; luggage current affairs or just to exchange ideas. In the Although the French name meant nothing includes Delsey; fashion accessories includes spirit of the turn of the century, many ideas were for most German customers, the fountain-pen Givenchy Handbags, Nina Ricci accessories; writing put forward in such circles and almost as many acquired the affectionate nickname of “Little Red instruments includes Montblanc, S.T. Dupont and were discarded. When the Hamburg stationer Riding-Hood” and was a great success - as the Waterman; and photography products includes Claus-Johannes VoB, the engineer August advertisements then claimed, “a fountain-pen that Pentax to name a few. All these brands are Eberstein and the salesman Alfred Nehemias does not make blots”. One retailed through its outlets and distributed to met to exchange their ideas in selective retailers in Oman.

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A9R2572121.tmp 1 3/20/13 8:21 AM power of words. Why 149? Because it’s the series of the most successful Montblanc pens editions ever. UNICEF joined the company in this activity. Every participant got a $4,810 “thank you” for his words (well, you don’t expect the words written with Montblanc to be cheap). In 2005 the campaign paid off and sales grew by 40% as did profits. The Montblanc PR department definitely employs very creative people. BRAND VALUES The core values of the brand of Montblanc are based on and directly linked to historical and cultural meaning of writing. Even the writing has somewhat lost its historical importance, it perhaps because the increasing of high- technology, despite that, the handwritten note still finds its special attention and appreciation in broader public today. year later, the technically improved “Montblanc” the most important signatures in politics, business Montblanc is a sign and symbol for an educated, fountain-pen started its successful career: the and culture. intelligent, and cultivated person and somebody black fountain-pen with the white star on the cap Over the last 100 years Montblanc developed who appreciates traditional values and styles. does not leak at all when closed! The dark massif a true competence in traditional European The brand essence of Montblanc is with its snowcovered peaks and six icy glaciers craftsmanship. From its strong roots in writing therefore rooted in this special kind of inspired this unique product. And with this name instruments and by continuously creating iconic authority, individuality and cultural legacy. It has there was no more scope in marketing terms products of highest quality, the brand was predominantly derived from the heritage and for nicknames. As a symbol of highest quality, able to diversify in other categories (watches, history of Montblanc as the ultimate fountain the name “Montblanc” still stands today for the jewellery and leather). Montblanc’s customers pen company. This is the foundation and platform highest European craftsmanship. The potential of are willing to follow them into new domains of of the brand’s emotional value system, which this name was recognised 100 years ago and the luxury products, based on their reputation of gives Montblanc its legitimacy for the evolution Montblanc “Star” (in fact the 6 glaciers on the experience and excellence in craftsmanship. process into a diversified luxury brand. summit), the symbol of the snowcovered summit The year 2006, with its celebration of the The fountain pen in itself was and still is more of Europe’s highest mountain, was registered as 100th anniversary of Montblanc, created a great than just a writing tool. It always was and still is a trademark. The Montblanc fountain-pen was start into second century of the brand. Montblanc more than a normal pen - it’s a piece of emotion, so successful that the Simplo Fillerpen Company has become more relevant to the life style press full of personal relation and special value. became Montblanc Simplo GmbH. and to female customers. Extending their reach The act of writing itself is almost a sensual It was not long after its foundation that both in customers and products allowed them to experience and celebration rather than just to “Montblanc” started its successful career significantly grow their sales and profits. write a quick note. The opening, the sound of around the world. After branches in Berlin, the nib on paper, the scent of ink and finally the Leipzig, Breslau, Hanover and Bremen, the first PRODUCTS piece of paper which was produced is almost European Montblanc outlets appeared in Paris, Writing instruments have been, and will continue a ritual exercise to express oneself in a very London and Barcelona. The range of products to be, Montblanc’s core competence and cultured manner and style. was also continuously extended. As well as their historical roots of strength. They have to Unlike many other brands Montblanc is based fountain-pens, the shops offered writing paper, remind themselves that the four major writing on tradition and continuity. Their products have a ink and mechanical pencils with the white star. instruments families are “Meisterstuck, Boheme, timeless appeal and highest quality. Even in times The global breakthrough came in 1924 with Starwalker and Etolie”. of change they are maintaining their value, making the “Meisterstock” - the birth of a legend. Furthermore, they will continue to highlight them perfect lifetime companions. Their positioning The number 4810 adorns the nib of each the women target group the coming year as a as a brand of culture, success, intellect and power Meisterstock and symbolises the height of the support to their objective to enlarge their offer is appealing to both the upcoming markets and the eponymous mountain in the Savoy Alps. Eleven for ladies in the future. more mature markets. Their customers increasingly years later, in the year 1935, the company made Montblanc products are unique, useful and discover their social responsibility and their interest a promise to its customers, who were hit by of recognisable design, fulfilling the customer’s in Arts and Culture, in particular when they are inflation and so reluctant to spend their money: demands for long-lasting quality and traditional very successful. a lifelong guarantee. craftsmanship by transmitting A sign that it the brand’s emotional benefits. www.montblanc.com was absolutely convinced of the RECENT DEVELOPMENTS quality of this The Montblanc brand will be Things you didn’t know about perfect writing maintained as the major force MONTBLANC instrument. The pen, at the top segment of the with its timeless and writing instruments market Montblanc will offer customers this year a lot of fascinating design, worldwide and shall be further surprises such as: Writing Instruments: revolutionised in developed to become a Male Line: Unicef Fountain Pen the course of the leading diversified luxury brand Male Line: Star Walker Black Mystery century not only for people who strive for a Female Line: Etolie de Montblanc the entire writing- culturally demanding lifestyle. Limited Edition: Max Von Oppenheim, Gandhi instrument industry. & Thomas Mann The coveted cult PROMOTION Leather: object gained a One of the famous marketing Female Line: Starisma, is a very luxury hand bags. Male Line: new collection of wallets and permanent place campaigns carried out by business bags. in the New York Montblanc took place in the Jewellery, Eyewear Museum of Modern beginning of 21st century. 149 New collection for female and male Art and plays a people were asked to write a Watches: significant role in couple of sentences about the Villeret Collection

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