Change, even for a 118-year-old luxury company like Montblanc, has to be the only constant, says Jean-Sebastien Gerondeau, the brand’s South Asia president
Jean-Sebastien Gerondeau has two items from Montblanc he cannot do without. The first is his personalised Meisterstück fountain pen, which comes with a special nib that has been customised to his writing style—a feature that he encourages his clients to experience through the brand’s Bespoke Nib Configurator service.
The second, which he fishes out with much enthusiasm from his carrier bag, is Montblanc’s MTB 03 in-ear headphones. “It is the first thing that I look for when I’m out and about,” he says, regaling Robb Report Singapore with its teched-up virtues and sound quality.
The dichotomy between both items—one a highly traditional tool, and the other, a creation of the times—isn’t lost on Gerondeau. However, he opines that both items express a similar spirit of luxury. “It is still about creating products with care, craftsmanship, and to the highest possible standards.
A stalwart in the luxury industry, Gerondeau has been working with the Richemont Group for the past 30 years, and was appointed Montblanc’s president for South Asia in 2024. In Singapore to inaugurate the opening of Montblanc’s new flagship boutique in Takashimaya in October, he shares his views on the legendary brand’s position amid an evolving luxury landscape.
Please explain the enduring appeal for writing instruments from Montblanc’s perspective.
Writing instruments are still the most important part of our business. It sounds counterintuitive given how everything is digital these days. People are writing less, but we are selling more in terms of value within this product category. Our clients are willing to spend on high-end collections and exceptional limited edition offerings.
What should our readers know about your new Singapore flagship boutique?
Our new flagship boutique at Takashimaya reflects our new identity and brand pillars. Customers come in and are greeted by a large writing desk, with pens and books. At the same time, the boutique is much brighter and more modern than before, and we have dedicated more space to our leather goods and watch displays. We want to express this connection between all three product pillars as this is a very unique position for us as a luxury brand.
What is the most immediate task for you since taking over as Montblanc’s president for South Asia?
The most important responsibility of anyone working in the luxury space is to understand their clients. Montblanc is an international brand with very distinctive local markets. Our customers are discerning, very loyal, and what they like varies from country to country.
You have worked in luxury for a long time. What are the biggest changes that you’ve witnessed?
The perception of luxury has changed compared to 30 years ago, when I first started working in the industry. Then, luxury goods were really exclusive and rare. There was a sense of mystique, and brands could conjure in emotions from this sense of rarity. Of course, the world has changed and, especially with the culture of digitalistion, people have greater and easier access to the world of luxury. It is neither a good or bad thing. It is just different and brands have to adapt.
How should a brand then evolve with the times?
We cannot simply rely on heritage—Montblanc needs to evolve with the times. Our Meisterstück writing instrument collection is an icon and celebrated its 100th anniversary in 2024. Yet, it remains relevant. We not only tell stories about it and uphold its tradition of craftsmanship, but also innovate by exploring new materials, new mechanisms, and by collaborating with like-minded partners for exclusive editions.
