02 INTRO

09 EDITOR'S LETTER

14 MADE IN HAMBURG
Nibs and high-end fountain pen factory at Montblanc headquarters in Hamburg

24 OPINION: ZAIM KAMAL
Montblanc Creative Director Jaim Kamal

30 IN THE SHOWCASE
Montblanc seen at a German writing instrument store

36 INK BAR
A Montblanc expert explains the techniques for using and maintaining a fountain pen.

42 CREATORS: SERANG CHUNG, JAEHOON CHOI
Cartoonists and novelists talk about creative tools, fountain pens, and Montblanc.

48 COLLECTORS: SEYONG PARK, THOMAS POTZSCH
The Value of Montblanc Writing Instruments as Seen by Korean and German Collectors

54 CONNECTED
Key product lines showcasing Montblanc's diverse appeal

64 OPINION: DAVIDE CERRATO
Davide Serrato, Head of Montblanc Watch Division

70 IN WATCHMAKER'S HOUSE
The Villeret and Le Locle factories that make Montblanc watches

78 CRITIC
Montblanc's Present Through the Eyes of a Fountain Pen and Watch Expert

82 MAKERS: STEFAN FINK, MARC NEWSON
Handcraft Designers and High-Tech Industrial Designers Talk Writing Instrument Design

88 INSTRUMENTAL

98 BRAND STORY
How a Writing Instrument Brand Evolved into a Luxury Brand

108 INTERVIEW
Montblanc CEO Nicolas Baretsky

112 PERSONAGE
Montblanc writing instruments that appeared at important moments of record.

114 WRITTEN LEGACY
The writing habits of writers that inspired Montblanc

118 DEVOTED
How Montblanc Supports Culture and the Arts with Pens

122 INTERVIEW
Montblanc Cultural Foundation Chairman Till Pellat and Sam Baderwill

126 DIGEST
Montblanc's Brand Positioning and the Writing Instrument Market

132 REFERENCES
Various materials about Montblanc and fountain pens

135 Outro

This is the eightieth magazine [B].

In every era, there are words and expressions that are used and encountered most frequently.
The more commonly a word is used, the more its meaning expands and its status rises.
From the perspective of creating a magazine, words like 'independence', 'content', and 'lifestyle' fall into this category.
Another thing, 'taste' can also be said to have become a word that appears naturally in conversations and writing.
It is also true that many people have become obsessed with their tastes because of this.
In an era that values ​​self-expression so much, the word "taste" is often naturally connected to uniqueness or a unique individuality that sets one apart from others.
If you can't clearly differentiate between them, you might feel like you have no taste.
But if you look at the dictionary definition of taste, it is closer to 'what moves your heart.'
Whether it's something that catches your eye right away, something that's just right, or something that you gradually grow to like over time, it's all enough to become your taste.


Montblanc, which began its history as a writing instrument brand in Hamburg, Germany, is also suitable for discussing the topic of taste.
They have a high-end image in all areas they handle, from stationery to watches and leather goods, but they are far from being showy or flashy, and are considered a rare, refined brand in the 'age of taste'.
The interesting thing is that people who have experienced Montblanc products directly or indirectly actively recommend them to those around them.
Recommendations are a slightly different area from personal taste.
We generally recommend something to people around us when it has passed certain criteria and has been verified, or when we have confidence that its value will not decline, similar to the concept of investment.
As mentioned earlier, Montblanc products can be considered a 'safe' taste for some people, as they are items that can be used over time.


While becoming the "it item" of a particular season is a matter of luck, becoming a "safe asset" isn't just about luck.
Montblanc is a brand that has won in the contemporary luxury industry, which is akin to gambling, with only solid quality and strategy.
Their strategies, especially when it comes to pricing and product line expansion, are very flexible and rational.
Few luxury brands utilize their "entry models" as actively as these brands, spanning writing instruments, leather goods, and watches.
Entry models usually refer to products that form the lowest price range of a brand, and Montblanc has gained an advantage in competition with similar brands through these entry models.
This strategy is especially useful for items essential to business people, such as travel trolleys, wallets, and leather backpacks.
We break down the psychological barriers of first-time Montblanc consumers and gradually turn them into loyal customers of the brand.
This strategy is possible because we are confident in our product.


The same goes for product line expansion.
Instead of building sandcastles on superficial sensibilities and tastes, Montblanc has gradually diversified its product offerings to maintain a balance between existing loyal customers and beginners.
Although it is a brand that started with fountain pens, it has overcome the limitations of other writing instrument brands because it does not focus on a single value such as authenticity or analog.
They give equal meaning to fountain pens as objects, fountain pens with humanistic symbols, and ballpoint pens that are relatively easy to use.
This is what differentiates it from the cases where brands constantly produce and operate their fantasies by putting out ultra-high-priced editions or limited editions.
They show that a brand can have greater vitality when it is defined by its users, not its producers.


Editor-in-Chief Park Eun-seong