Montblanc Makes a Move into Women’s Jewelry Market

By Sharon Goldman

With pens, men’s and women’s fine watches, men’s accessories and men’s and women’s leather goods under their belt, Montblanc is taking advantage of the increasing female self-purchase market by adding a line of women’s fine jewelry.

Under the new line Montblanc Jewelry, the three sterling silver collections of chains, pendants, bracelets and rotating double rings are accented with colored stones, diamonds, mother of pearl and previous resin. The collections, which range from $200-$550, will be available in any of Montblanc’s 47 boutiques and 80 shop-in-shops (at fine jewelry and department stores) starting in October.

“Many people believe we’re a man’s brand,” says Jan-Patrick Schmitz, president and CEO of Montblanc North America. “But we’re not, we’re a masculine brand that portrays power and success - over the years we’ve always had a strong customer base of women.” More and more women were buying gifts not just for loved ones but for themselves, Schmitz explains, and with lines of female watches, purses and eyewear in place, the one pillar that was missing was jewelry. “The female self-purchaser is our customer, who is looking for playful, versatile, highly-customizable pieces.”

The Profile collection includes a rotating ring design featuring two interlocking rings that move to change the piece’s appearance. The Montblanc star-shaped logo appears in silver and diamond earrings and pendants for the Star collection, while amethyst and blue topaz stones add color to the striking designs of the Boheme collection, which include a bracelet of silver cubes that include some embedded with different colored stones.

To promote the line’s launch, Montblanc is rolling out a print advertising campaign with ads in magazines such as Vogue, Elle and W as well as newspapers such as the New York Times.