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26 MontBlanc

Position: #26

Brand: MontBlanc
Brand value: 1'341 Mio. EUR
Brand value change compared to last year: −11%
Ranking change compared to last year: −3

Montblanc stands for timeless design and flawless craftsmanship, with an expanded portfolio of writing tools, watches, jewelry and leather goods. The brand’s value declined 11% from 2014, slipping from 23rd to 26th place in this year’s ranking, due to soft sales across various product categories and regions, extensive restructuring provisions and the closure of multiple points of sale. This venerable luxury brand is maintaining its strong tradition while introducing innovations and operating an online store for consumers – unique among brands in this sector. One new product for 2015 is Montblanc’s e-Strap, offering smartwatch functionality without having to replace the luxury timepiece. The company also launched a high-profile international advertising campaign with its first Hollywood star as brand ambassador, Hugh Jackman, as part of its “I tell stories” series. This elegant, quality-focused campaign is very consistent with the Montblanc brand values, which also include storytelling. The company is focused on its target markets in the Middle East and Asia, with an eye on potential growth in South America.

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