On November 21, 2024, Montblanc celebrated the 100th anniversary of its Meisterstück writing instruments in Chengdu, China. The event featured global ambassadors Jing Boran, Xin Zhilei, and Hou Minghao alongside cultural figures and media representatives. It also marked the opening of Montblanc’s new flagship boutique in Chengdu’s Taikoo Li district, designed by artistic director Marco Tomasetta. The boutique incorporates “paper” as a central design theme, showcasing Montblanc’s focus on writing culture and blending it with Chengdu’s rich heritage and modern energy.

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Brand ambassadors Jing Boran and Xin Zhilei, alongside brand ambassador Hou Minghao.

Since its debut in 1924, the Meisterstück has become a global icon of craftsmanship and sophistication. Montblanc has expanded its reach to include leather goods, watches, and lifestyle products, which resonate strongly with younger Chinese consumers on platforms like Xiaohongshu. At the centenary event, ambassadors highlighted writing as a tool for creativity and self-expression, reflecting the brand’s values. CEO Matthieu Dupont emphasized writing’s cultural significance, linking it to the “Autograph Library” at Montblanc Haus in Hamburg. Tomasetta highlighted Montblanc’s collaboration with Wes Anderson, reinforcing the connection between cinema and writing.

The Chengdu boutique allows guests to experience Montblanc products firsthand, including personalized services like custom nibs for Meisterstück pens. This approach strengthens customer relationships and helps Montblanc adapt to changing market trends. Dupont remarked that writing remains timeless and integral to Montblanc’s heritage, even in the digital age. The new boutique reinforces Montblanc’s commitment to cultural storytelling and its focus on the Chinese market.