Of its 200 boutiques in 70 countries, the 57th Street unit is Montblanc’s largest and considered the brand’s world flagship. “You can really discover our products in our new location,” said Marion Davidson, senior vice president of marketing. “It’s got space and air.”
It’s natural that Montblanc’s 2,500-square-foot unit, with 1,900 square feet and one level for selling, would be small compared with most luxury flagships. Pens don’t require the space that ready-to-wear does. Still, the new flagship exhibits Montblanc’s growing collection with gallery-like esteem. The fixturing is innovative, with 400 lights to brighten the products and a linear array of oak fixtures in the brand’s signature dark color. “Floating” showcases protrude gracefully off the walls, a “watch wall” of 54 slots frames a total of 70 models as if they were individual works of art, and nesting tables prop up window displays. The flagship was designed by Jean-Michel Wilmotte, of Paris.
Outside, Montblanc touts its flagship with double-sided vertical blade signs, and imposing 11-foot double doors and 11-foot-high windows. The windows are set back into the facade for a close look at products and for inviting passersby to look inside the store. A bank previously occupied the building, which is owned by LVMH Möet Hennessy Louis Vuitton (ironically, since Montblanc is owned by LVMH’s competitor, Compagnie Financiere Richemont).
From the $375 Boheme fountain pen styled for women with resin and gemstones to the $60,000 John Harrison limited-edition, with diamonds and sapphires, Montblanc offers a wide range.
Up front, there is the Meisterstuck 149 pen, priced at $475. It’s considered the hallmark of the collection, with its black resin barrel and cap with gold fittings.
Walking deeper into the store, there are four limited-edition Fireworks models, with white gold, a diamond on the clip, and rubies or sapphires around the cap, priced at $17,500.