Montblanc brings Collection Villeret 1858 watches to Beverly Hills

“Our Beverly Hills customers are truly the world’s trendsetters,” says Wael El Saadi, the new Director of the Montblanc Beverly Hills Boutique. “Many are in fact watch enthusiasts who are very aware and knowledgeable about innovations within the world of Haute Horlogerie.” Since its inception in 1906, Montblanc has earned a reputation for crafting some of the most exquisite writing instruments. Mention the name Montblanc and a high-quality pen immediately comes to mind. This worldwide brand perception is a huge advantage for the company. However, such a strong association in one category makes it challenging to expand public perception to accept another, particularly in the world of Haute Horlogerie where the clientele can be rather persnickety.

A contender in serious watchmaking

Nonetheless, Montblanc wanted to become a contender in serious watchmaking. In support of their mission, parent company Richemont purchased the historical watch brand Minerva in 2006 and put it into Montblanc’s custodianship. Wasting no time, Minerva and Montblanc pooled their resources to create the “Institut Minerva de Recherche en Haute Horlogerie,” culminating with the first Montblanc Collection Villeret 1858, which launched at SIHH 2007. The collection consisted of four models in platinum, white gold and red gold, all done in a limited series of 1, 8 and 58 respectively, reflecting establishment date of Minerva. Some watch connoisseurs still have a bit of trouble associating the name Montblanc with elite watches in the same category (and price range) as top-level Patek Philippe, Vacheron Constantin and Audemars Piguet. In addition, those familiar with the Minerva brand get a bit uncomfortable with the name Montblanc on the dial when using the Minerva movement, as if Montblanc were a bully pushing its way onto the playground.

Skeptics can find a convincing and meaningful vote of confidence about the way Montblanc has handled the acquisition from within the Minerva brand itself. “We realized that we share the same values and belief in craftsmanship, quality and elegance with Montblanc,” states Florian Brossard, a movement constructor and integral part of the Institute’s technical team. Brossard joined Minerva in 2001 and had the good fortune to learn under the mentorship of the current technical director Demetrio Cabbidu, who has over 40 years of experience in the Swiss watchmaking industry. Brossard finds other synchronicities in the alliance too, citing the Montblanc Star Nicolas Rieussec, Montblanc’s first completely in-house manufactured chronograph released in 2008. “The 150 years history and the know-how of Minerva, especially in the field of chronographs and time-keeping, perfectly complement the development of Montblanc watches.”

Montblanc’s name on the dial can become an asset

An objective look at the Villeret collection reveals the beauty, complexity and craftsmanship of a handmade watch, from the warm glow of the in-house worked German silver for the plates and bridges to the sharp interior angles that no industrialized process could achieve. “We talk about ‘Haute Horlogerie’ so there is this ‘game of light’ between satinated surfaces and polished angles that ‘makes shining movements and eyes,” Brossard explains. All of this decoration takes time. Due to strict adherence to traditional watchmaking philosophy and methods, production of the Villeret collection is naturally limited to about 250 watches per year.

The truth is, even though the Minerva manufacture maintained a long history with an integrated manufacture and contained and enviable repository of knowledge with its staff, the company was faltering. The watches produced by Minerva were just not in the same category as those produced since Montblanc came along. The influx of resources from Montblanc enabled Minerva to capitalize on its resources and know-how, the two together creating something different and special while also maintaining historical significance–no mean feat.

One mustn’t forget that Montblanc knows a thing or two about luxury marketing. With the correct positioning and customer education Montblanc’s name on the dial can actually become an asset, especially when introducing the general public to the watches coming from the workshops at Villeret. Beverly Hills Boutique Director El Saadi points out, “Montblanc is a globally admired brand that has perfected the skill of crafting timeless designs and continues creating unique collections of exquisite products that can be handed down from generation to generation.” With the beautiful new location on Rodeo Drive, El Saadi and his team will have the opportunity to introduce these watches to a powerful group of purchasers, those that already have a loyalty to and faith in the Montblanc name. And perhaps in the near future when someone says, I want to get a Montblanc, you’ll have to ask whether they mean a watch or a pen.