guides & articles

Related listings

Latest Postings

Subscribe to the hottest news, latest promotions & discounts from STClassifieds & our partners

I agree to abide by STClassifieds Terms and Conditions

Health, Beauty & Fashion

Tribute to Her Grace

Princess Grace of Monaco is the inspiration behind Montblanc's latest collection.
The Business Times - June 16, 2012
By: Cheah Ui-Hoon
| More
Tribute to Her Grace EPITOME OF BEAUTY AND GLAMOUR rnThe Princesse Grace de Monaco collection consists of writing instruments (above), timepieces and jewellery.

MANY girls grow up dreaming of becoming princesses or movie stars, but it's only the rare one or two who get to achieve both of these ambitions.

That is Montblanc's tagline for what Grace Kelly symbolises - the muse behind its latest Princesse Grace de Monaco collection. Given how the late princess and movie star epitomised glamour and classic beauty - and a seemingly fairy tale life - it's only fitting that Montblanc would design a complete collection of jewellery, timepieces and writing instruments around her.

Planning for this collection began in 2007, explains Montblanc's chief executive officer Lutz Bethge. "We took some time to work on the collection, because when we pay tribute to personalities, we always try to work with their living relatives." The idea for the princess's collection came about when Montblanc designed a Prince Rainier tribute pen more than five years ago.

Princess Grace - for those who still need an introduction - was a 1950s Hollywood movie icon who married Prince Rainier III of Monaco in 1956, and had three children. She died in a car crash in 1982.

The Princesse de Monaco Collection is the most comprehensive one for the brand so far - encompassing three of its four product lines.

"Normally we name only one product line after a celebrity, but Grace Kelly was such a remarkable icon that we took this opportunity to come up with a full concept," adds Mr Bethge.

The challenge was to invent an aesthetic for the jewellery line which is new to the brand, says Susie Otero, managing director for Montblanc's jewellery. She is also the former managing director of Cartier's High Jewellery department. For this collection, Montblanc opted for a light, contemporary style for the modern woman - from its entry-level bijoux to the high jewellery lines. Because the princess loved roses, the flower was the inspiration for the Petales de Rose and Petales Entrelaces lines. One takes the look of individual rose petals linked invisibly, and the other are petals interlaced together.

For those wondering how the brand is faring in this world of tablets and smart phones, Mr Bethge says that writing instruments still lead in the company's total sales, although at less than 50 per cent as a single category. Timepieces made up its fastest growing segment last year, he notes, with high double digit rates, and he believes that Montblanc's watches will overtake writing instruments as the single highest selling category within five years.

No doubt there are detractors about Montblanc's move into timepieces and now, jewellery. But as Mr Bethge points out, the brand's root values are in manufacturing competence, a passion for the highest quality, sustainable value and belief in timeless design - which can be easily translated into timepieces and jewellery which require the same level of technical expertise and design.

Its traditional customers were those who first supported Montblanc's watches. It will be interesting to see if its jewellery lines will find a similar cross-buy or whether it will attract new clientele altogether.

Mr Bethge is confident. After all, "Our customers buy into the value of the brand and its timeless elegance."

pre

PREVIOUS STORY
Phyto Hair Spa

NEXT STORY
Quirky nails it

next
divider