Montblanc: In the name of art in China

Since Montblanc was founded in Hamburg in 1906, Montblanc has become famous for its classic writing instruments. At some significant moments in the history of the world, leaders like to use Montblanc ink pens to sign important treaties.

Since its inception, Montblanc has focused on its brand building. While focusing on quality, it also promotes its brand through sponsorship of various cultural events. As early as 1920, Montblanc began to assist writers, directors, painters, and orchestras. According to Lutz Bethge, executive director of Montblanc, “Pen is the best means of passing on cultural history. It is a conceptual thing.”

Montblanc has sponsored a number of cultural events, including the Salzburg Festival and the creation of a "Montblanc Youth Theatre Director Award" that encourages and supports young experimental theater art. Since 1992, Montblanc has also established a "Montblanc International Arts Sponsorship Award", which has so far commended as many as 85 outstanding art patrons around the world.

Montblanc’s most widely known art sponsorship is for the “Germany International Philharmonic Orchestra”. In the summer of 1995, the famous German conductor Yustus Franz founded a symphony orchestra composed of young musicians from 40 different countries in order to complete the dream of his good friend Bernstein. The establishment was called the most significant cultural event after the demolition of the Berlin Wall. The orchestra is currently among the top 10 symphony orchestras in the world.

China is undoubtedly the most concerned market for Montblanc. At present, Montblanc has opened 105 franchised stores in 41 cities in China, accounting for almost half of its global stores. In order to promote Montblanc’s influence in China, Montblanc has also set up a special award for the Chinese artist “Montblanc Excellence in Art Award”.

"Slow down and enjoy life" is the life philosophy Montblanc respects. Through careful promotion of a number of international cultural events, Montblanc not only represents a luxury brand, but also represents a concept of life and values, and thus establishes a good brand image.

An interesting phenomenon is that even those who refuse to go far beyond the luxury brand will not refuse to own a Montblanc pen. Wan Brun Asia Pacific chairman and chief executive Zhan Zhaoan explained this phenomenon: “The biggest difference between Montblanc and other luxury goods is that other luxury goods emphasize the honor of the owner, while Montblanc emphasizes a cultural concern.”