Transforming a luxury pen brand into a credible haute horlogerie watchmaker is a difficult trick to pull off – the world is highly specialised and notoriously tough on newcomers. When Montblanc tried three years ago, there were sniffs of scepticism. More so when the company took over the Swiss Minerva Institute and its Villeret factory, following Minerva’s acquisition by parent company Richemont. But as Montblanc prepares to unveil its most innovative piece to date – The Montblanc Villeret Metamorphosis – the brand is emerging as a serious operator in the fine watch market.
Metamorphosis has been designed by watchmakers Franck Orny and Johnny Girardin and already has the luxury bloggers in overdrive. The watch, made from 18-carat white gold, has been named for its unique dual function, transforming from one watch face to another at the touch of a button. (One, a business look, displaying hours, minutes and date, the other, more sporty, according to the brand, with a chronograph.) It is set be unveiled at the The Salon International Haute Horlogerie in Geneva next January and auctioned – the proceeds going towards the Foundation Minerva, Montblanc’s bursary scheme supporting new watch designers. Only 10 will be produced.
