These days, Montblanc is more than just a ballpoint pen company. In fact, they just launched their new line of accessories. Their new pieces are purified designs - classical and unique - as only the good taste of Montblanc could offer. They have introduced ballpoint pens, eyeglasses, tie pins and leather products.
The first line of jewellery and accessory was launched in 2005 and after two years they are really getting into their groove. In fact, Montblanc is launching a new line of fine jewellery in gold and diamonds that was presented a couple weeks ago in Chamonix, France. They intend to compete with Cartier, Bvlgari, Chopard and Tiffany's.
Several celebs are wearing the jewelry, including: Lucy Liu, Heather Locker, Dita Von Teese, Isabella Rossellini, Jerry Foyer, Heidi Klum and Naomi Watts.
Montblanc Expands Beyond Pens
New Line of Gold and Diamond Jewellery
Trend Themes
1. Luxury Jewelry Market - Montblanc's expansion into the luxury jewelry industry presents an opportunity for disruptive innovation in high-end personal accessories.
2. Cross-industry Brand Expansion - Montblanc's successful expansion beyond pens demonstrates the potential for cross-industry brand extension in the luxury goods market.
3. Celebrity Endorsement Strategy - Montblanc's effective use of celebrity endorsements highlights the potential for leveraging high-profile individuals to promote luxury brand expansion.
Industry Implications
1. Luxury Goods - Montblanc's expansion into fine jewelry and accessories presents an opportunity for disruptive innovation in the luxury goods industry.
2. Fashion - Montblanc's expansion into personal accessories, such as eyeglasses and tie pins, presents an opportunity for disruptive innovation in the fashion industry.
3. Celebrity Endorsement - Montblanc's effective use of celebrity endorsements presents an opportunity for disruptive innovation in the celebrity marketing industry.