[Interview] Montblanc International CEO Nicola Baretsky

A response to enthusiasts who have begun to have a different appreciation for luxury consumer goods

Montblanc was highly praised in the Japanese edition of Chronos. Their direction of creating attractive watches at affordable prices became even clearer when they streamlined their collection last year. The lineup, which was too extensive, was narrowed down to four categories and categorized in an easy-to-understand way. This was spearheaded by Nicolas Baretsky, who became CEO in 2017.

Nikola Baretsky
CEO of Montblanc International. Born in France in 1970. After graduating from HEC Business School, he became Marketing Director at Cartier in Singapore. After serving as head of the international department at headquarters, he transferred to Jaeger-LeCoultre in 2002. In 2013, he was promoted to Vice President of Sales at Montblanc, and has held his current position since April 2017. "Our goal going forward is to rethink our digital strategy and seek ways to provide experiences that feel authentic and stimulating."

"Clear segmentation is a pillar of our company. By consolidating 12 collections into four, we are able to transform each line into a Montblanc classic. Additionally, this year we were inspired by the heritage of Minerva."

Perhaps the 1858 collection best embodies what he calls Minerva inspiration, which Montblanc positions as both sporty and vintage.

"In 2019, we called for a reconnection with the world around us and nature, represented by our green watches. This year, we added a new color, blue, inspired by the glaciers and snow-capped mountains that mountaineers encounter during their expeditions. Our new Geosphere collection is inspired by the color of the ice caps on glaciers and snow-capped mountains."

However, even if the idea is good, it will not gain support if the product is not well-thought-out. Montblanc's ingenuity can be seen in the fact that, in order to promote blue, they went to the trouble of changing the color of the luminous paint from the conventional green to blue.

"Minerva has a compelling story, but rather than relying solely on its heritage, we strive to engage with existing watch enthusiasts and new customers in other ways. We combine heritage with new innovations, vintage with current design expressions, to forge connections in multiple directions."

As he emphasized, Montblanc has become more proactive in attracting watch enthusiasts, and it's this effort that has led to details that watch enthusiasts adore, like blue lume.

"Watch enthusiasts and luxury shoppers seem to have begun to have a different appreciation for luxury consumer goods. They have come to expect a synergy between themselves and the brand. So we are seeking to creatively reflect the authentic and insightful interactions that come from conversations with customers and enthusiasts in our watchmaking." His cautious words, typical of him, are a sign that Montblanc is even more committed to enthusiasts.

To be honest, I was wondering how Montblanc would handle the Minerva. However, as recent new products show, the direction is becoming clearer. These are not simply reproductions, but modern watches that incorporate the best of the Minerva. I sincerely hope that they continue on this path.