It stands to follow, then, that as a leader in the luxury pen category, Montblanc is zeroing in on the writing instrument as the focal point of its ongoing transformation. In May, the brand inaugurated Montblanc Haus, a 3,600-sq-m, three-storey building right next to the brand’s headquarters and writing-instrument manufacture in Hamburg. From showcases and digital presentations to even calligraphy classes, the space is dedicated to the brand purpose, Inspire Writing.

Writing instruments continue to be the starting point for some of the company’s most important partnerships. Last October, Montblanc launched its Great Characters editions dedicated to Enzo Ferrari, marking the start of a long-term partnership with Ferrari.

Writing culture and the not-so-humble pen — Montblanc’s most precious High Artistry writing instruments can bear seven-digit price tags — also serve as the inspirations for recently minted creative director Marco Tomasetta in creating a “unified creative vision” across other key product categories such as leather goods and watches.

Lifting a handsome black leather Meisterstück duffle sitting on the floor next to him, Baretzki elaborates on features that were directly inspired by Montblanc’s classic resin-cased fountain pen of the same name. The bag’s leather pulls and handle details recall the shape of the gold nib, while its glossy black leather takes inspiration from the pen’s colour and finish. He says, “With writing, the inspiration is infinite.”

Viewed through the lens of literary culture, the brand’s recent collaboration with Japanese manga series Naruto makes perfect sense, while allowing Montblanc to reach out to new audiences. The collection is characterised by motifs of the titular young, spiky-haired ninja dressed in his signature orange outfit. Baretzki explains, “Manga is a different expression of writing. Even though we highlighted leather goods a bit more in the Naruto collection, it also included Meisterstück pens and our Summit 3 smartwatch. What we have been doing is going for a global approach with each of our themes.”

Related: Montblanc’s latest Patron of Art Edition honours the Aztec Empire

Aside from the importance of having a consistent theme across the brand’s sprawling categories, another trope the CEO repeatedly emphasised was authenticity. During the horology fair Watches & Wonders in March, the brand unveiled its Glacier collection, inspired by the environs of the mountain from which Montblanc got its name.

Naturally, being launched during the Geneva watch fair, the Glacier collection included several timepieces: The 1858 Iced Sea Automatic Date watches are certified diving timepieces with dials that reproduce the texture of ice. (Baretzki himself was sporting the green version of this timepiece during our meeting.) However, the collection also included leather goods, such as a backpack and a sling bag, bearing a similar blue ice design. Writing instruments also shone — like glaciers in sunlight — thanks to special geometric engravings.

Whereas the name Montblanc might once have evoked images of serious-looking, black products for the suited, globe-trotting executive, big changes are clearly afoot. These shifts are not so much an attempt to appeal to younger audiences, but a reflection of the brand’s awareness of how the lifestyles of its customers have evolved. “Today, Montblanc is about luxury business lifestyle, not just business. Fewer and fewer people are going to the office in a suit and tie. The borders between business and personal contexts no longer exist, so we must adapt our accessories to people’s needs,” says Baretzki.

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