Montblanc seeks first Emirati brand ambassador

Luxury brand Montblanc plans to open about half-a-dozen stores across the Middle East over the next year as part of a strategy that will see the launch of products specially created for the region as well as the appointment of an Emirati celebrity ambassador for the brand.

Speaking exclusively to Emirates Business ahead of a new store opening at Emirates Towers last night, Sönke Tornieporth, Vice- President of Sales at Montblanc, said the initiative came as the brand seeks a wider engagement with the region. "There are plans to open between 10 and 20 new stores worldwide over the next year," he said.

"Five or six of these will be in the Middle East," he added. "We're anticipating growth from the region and investing accordingly. The Middle East markets are beginning to rebound again after the turbulence of the past few months as the economic climate is stabilising."

The brand will add a further 15,000 square feet of retail space both through its own boutiques and with franchise partners over the year, representing a 25 per cent growth on current retail space. Several existing stores are also being refurbished.

The UAE is home to half of Montblanc's 28 boutiques in the region, which itself represents just under 10 per cent of a portfolio of 350 stores worldwide. Montblanc is fresh off several major new openings, including stores in Abu Dhabi and at Mirdiff City Centre last month and a 200-metre flagship in Riyadh's Kingdom Centre, which Tornieporth describes as "the most prestigious mall in Saudi Arabia". He said the new stores were in line with retail strategies to bring the brand closer to the customer.

Over the last year, Montblanc has opened boutiques in Qatar, Kuwait, Oman and Bahrain, adds Joe Nahhas, Regional Brand Director of Montblanc, who said there are plans to expand store numbers in Qatar, Kuwait and Saudi Arabia over the coming year. A new store will also open at Festival Centre in Dubai next month.

Nahhas said the brand was also looking at signing on an Arabic celebrity to be the face of Montblanc in the region. He vetoed the idea of someone such as Nancy Ajram, pointing out that it would likely be a Gulf national. "We are looking at a celebrity closer to home, even here in the Gulf, an Emirati celebrity would be a possibility," he said, without elaborating on who that name might be. "It's a matter of finding the right person, because really, it's like a marriage."

The German manufacturer has created market-specific campaigns before, most notably a print and television one for the Indian market last year featuring Bollywood actor Anil Kapoor and his daughter Sonam.

The UAE's most recognisable names already endorse top luxury brands: filmmaker Ali F Mostafa was named the face of the Alfred Dunhill brand in March, while rally driver Mohammed Bin Sulayem is associated with Tag Heuer. Nahhas said an announcement could be expected next year.

Also in the works are products created specifically for the region – beyond the National Day pen it markets each year, which features a replica of the federation's flag. "We're working on something more for the region, inspired by the history, culture and architecture," said Nahhas.

Montblanc's parent company, Swiss group Richemont, posted a 44 per-cent drop in net profit for the year ended March 31. But Montblanc was among the brands that did make money. "It would be wrong to say we weren't affected," said Tornieporth. "But Montblanc was a lot less affected [than other brands] because it is a growing brand, with price points that range from €200 (Dh904) upwards. But that's the beauty of the brand."

Of queens and kings

Montblanc is retailing several limited edition pieces this year. As part of its Patron of Art series, it has dedicated two pens (pictured) to British queen Elizabeth I, while its Limited Writers' Edition commemorates a centenary of American author Mark Twain's death.

In the UAE it is also marketing the Montblanc Star Nicolas Rieussec Monopusher Chronograph. Named after the man who invented chronographs so French kings could monitor the speed of their favourite horses, it is the brand's first watch to feature a movement that has been developed, produced and assembled inhouse.

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