Industry / Retail / Watches

Montblanc Opens “Experiential Flagship” In New York


In April 2021, Montblanc will open a new “experiential flagship” in New York City—on Madison Avenue at 59th Street—which could serve as a blueprint for the company’s stores going forward.

The Richemont Group–owned brand said in a statement that the 4,425-square-foot boutique “balances contemporary design and classic elegance” and promised that “at every turn, there is something surprising to discover.” The store’s decor prominently features the company logo, and its furniture was inspired in part by the art deco period when Montblanc was founded.

Among the attractions:

• A Watch Timeline that tracks the history of Montblanc’s Minerva brand watches.

• The largest assortment of Montblanc writing instruments and leather goods in the United States.

• A Snowcap Ink Table and Ink Bar, where handwriting enthusiasts can test and learn about Montblanc fountain pens.

• A Tech Wall, which will let shoppers interact with the brand’s Summit smartwatch and Augmented Paper, or test its smart headphones while sitting in a bespoke sound chair.

Finally, there’s a bar lounge, where shoppers can get drinks. The store is also planning educational events, like calligraphy classes and Collectors Club gatherings.

montblanc interior
The new Montblanc store is meant to have something to discover at every turn.
montblanc interior
Another glimpse of the new Montblanc flagship’s exterior

“More than a retail store, the new boutique is a destination built around the themes of experience, personalization, and community, a place where people can engage in the world of Montblanc in a way that feels meaningful and enriching,” said Sylvain Costof, president of Montblanc North America, in a statement. “That means creating an unforgettable, interactive customer experience.”

“It has been Montblanc’s honor to be a part of the New York community for many decades,” he added. “As the city has evolved, so has the maison. We are excited to invite New Yorkers and the city’s many visitors to experience our universe.”

Top: The exterior of Montblanc’s new flagship on Madison Avenue (photos courtesy of Montblanc)

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By: Rob Bates

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