KIH[Purist]
12044
Breakfast with Olivier Laurian, Director of Business Development, Montblanc
Aug 20, 2014,00:28 AM
As some of you
remember, Olivier was JLC's Japan CEO and we were neighbors and had lots of
great time off-time together around our town. And needless to say, it was
such a pleasant surprise that he was coming to Tokyo (actually, this was the second time) and have time to
have breakfast with me, the first time to meet up since he left Japan and then became a Director of Montblanc.
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Here goes a mini-interview:
KIH: So, what brought you here this time?
Olivier ("OL"): We believe in the potential for Montblanc in Japan is huge. Jerome (Lambert) was here a while ago, I was here a few months ago. Japan is an important market. It is important for the Senior representatives from the Head Office to keep close contact with the distributors, retailers, and journalists in the particular market. Like I said, there is a huge potential here and worth investing out time and effort to understand the specifics. Besides, it is always pleasure to visit Japan
KIH: Montblanc has been in Japan for a very long time and everybody knows its "class" and "brand value" already. But I agree that the full width of your product line has not been fully exposed and been well known yet - mostly writing instrument, just for men, etc.. Maybe it is time to show the "softer side" to this market? As I said, Montblanc has been here for long and the "brand image" is solid, but maybe too solid?
OL: Interesting. The buyer and categories which sell most in each market is different. For example, in Japan, as you pointed out, writing instrument is the top seller, while in South Korea, leather product is the top seller. The gender ratio of the buyers is 50:50 in Japan while it is 60% women in South Korea. In Japan, we feel we need to be consistent. Sudden change or quick expansion is not good in this market. Having said that, attacking this male-dominant market from the feminine side may be interesting idea, and we will launch a new lady's line next week
Olivier's Villeret piece unique with MOP dial.... Wow....
KIH: Any message to PPro readers?
OL: First, we will continue to offer integration of Villeret and Le Locle. We will announce more models at the next SIHH.
- Then, we will launch new lady's line "Boheme" next week. Big launch event will be held in Shanghai.
- Villeret line is really for the true connoisseurs globally and there is a huge market there. But we have not been so actively promote (the small number of the pieces that can be manufactured was one factor, though). We will promote and gain visibility for Villeret/ Minerva models more going forward. Again, Montbalnc has wide variety of product lines and we may need to streamline distribution and retail method, as a multi-category brand.
- Also, we will reveal a new Metamorphosis, exclusive preview during Watches & Wonders in Hong Kong in September.
We have many in our pipeline and please look forward to them!
KIH: So, are you going to focus more on watches?
OL: Hahaha, no, we are going to focus on all the categories. We can't sacrifice any of our products. Ideally, though, we want to make the revenue ratios 1/3 each for watch, leather products, and writing instruments. Each market can have up and down for each, but globally, we want to be like that.
KIH: Well, it's really good meeting you again here. Please drop me a line when you visit Japan next time.
OL: Of course, I will. It's always pleasure to visit Japan. My younger daughter always says about herself proudly "I was born in Japan"!
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Thank you very much:
Mr. Olivier Laurian, Director Business Development, Montblanc International GMBH
Mr. Jorge Puentes, CEO, Montbalnc Japan
Mr. Shingo Hisai, Communication Manager, Montblanc Japan
Ken
This message has been edited by KIH on 2014-08-20 06:04:38