Around 1906, as Europe’s industry and economy were gaining serious momentum, a banker in Hamburg and his engineer friend from Berlin (along with a third partner who joined later) decided to start producing luxury pens. They officially registered a company called Simplo Filler Pen Co.

They saw the pattern early: economic success doesn’t just crave celebration — it seeks status symbols. And luxury objects become the language of that success. And the fountain pen — already associated with status and sophistication — seemed like the perfect choice to stand out. In 1909, they launched their first luxury pen: a bold red-and-black model named Rouge et Noir (French for “Red and Black”). At that time, using French words was itself a subtle nod to elegance and exclusivity. The German founders had no issue stepping outside their native language — especially in fields like beauty, fashion, and luxury, where French was already the global standard. The clip and the nib of the pen were made of gold, so from the very first glance, it was obvious: the person holding this pen was someone with wealth, taste, and power. But after about a year, they started to feel that red and black didn’t fully communicate the luxury image they wanted. So they shifted to a black and white color palette — one that evoked formal events, opera nights, and the most serious diplomatic meetings.

In 1910, a new model was born — called Montblanc. At first, Montblanc was just the name of a single product. But it didn’t stay that way for long — the name carried so much weight, it quickly became the identity of the whole company. Plans followed to open two flagship locations in London and Paris — the capitals of modern elegance and Western luxury at the time.

From that point on, Montblanc’s signature white star became the permanent mark on every pen. The name itself — taken from the highest mountain in Europe — reflected the brand’s desire to always aim for the top.

The Meisterstück (Masterpiece) fountain pen, introduced in 1924, became a status symbol not because it was expensive — but because it was selling dreams. Presidents have signed treaties with it. Authors have written novels with it. Artists have sketched first drafts with it. It wasn’t just a pen — it was for people with big ideas

In 1977, Montblanc was acquired by Dunhill, a company known for offering rare, high-priced goods. Under Dunhill’s leadership, Montblanc dropped its lower-priced pens (yes — even those pens were only “cheap” by Montblanc’s standards). Dunhill’s strategy was simple: focus only on true luxury.

So until about 1992, Montblanc remained focused on writing instruments. Back then, most people believed that when a luxury brand branched out too much, it risked brand dilution — losing the strength of its core identity.

But Montblanc, once again, proved that playing it safe isn’t always the smartest move.

Gradually, the brand introduced new categories: eyewear, watches, leather bags, card holders, and fragrances — all crafted with the same attention to design, detail, and timelessness that defined their pens.

In 1988, a family in South Africa called the Ruperts founded a company in Switzerland, focused on acquiring and merging luxury houses from around the world. That company is now known as Richemont — and today, it owns Dunhill, Cartier, Montblanc, Baume & Mercier, Chloé, and dozens of other iconic global brands.

What’s fascinating about Montblanc is how deeply committed it is to event-making and storytelling. They love creating moments — sometimes even stretching history a bit to do it.

In 1999, Montblanc threw a major celebration for its 75th anniversary. Then — just seven years later — it held its 100th anniversary. Why? Well, they had a few “explanations.” One was that the 75th anniversary celebrated the Meisterstück — their most iconic luxury pen — while the 100th marked the original formation of the partnership between the three founders.

Either way, it’s clear: creating stories and events is one of Montblanc’s most important brand strategies — and frankly, it’s something all the biggest luxury houses do well.

In a 2000 interview, Montblanc’s North America director said:

“Montblanc might not be the smoothest-writing pen in the world — but it’s definitely one of the clearest symbols of success. It’s often one of the first purchases people make when they enter the club of the wealthy.”

His quote reminded me of what Kapferer said in his book (The Luxury Strategy):

In luxury, hedonism takes precedence over functionality.

Today, Montblanc is one of the most frequently cited examples in luxury branding and brand startegy courses. Many well-known brand strategy books describe Montblanc’s move from a single product to a wide portfolio of goods as a model case for successful brand stretch.

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