Cover President of Montblanc South Asia Jean-Sébastien Gerondeau (Photo: Courtesy of Montblanc)
President of Montblanc South Asia Jean-Sébastien Gerondeau (Photo: Courtesy of Montblanc)
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In a digital world filled with impermanence and immediacy, Montblanc presents a bold, counterintuitive idea: slow down and take your time
Montblanc’s latest global campaign, Let’s Write, channels the whimsical, symmetrical universe of auteur filmmaker Wes Anderson to creatively retell the Maison’s heritage story. For Jean-Sébastien Gerondeau, the recently appointed president of Montblanc South Asia (comprising the whole of Southeast Asia, Taiwan, Hong Kong and Australia), this narrative goes beyond mere marketing and serves rather as an invitation to rediscover the “quiet luxury” of the physical act of writing.
Above Montblanc’s latest chapter in its ongoing collaboration with Wes Anderson titled, “Let’s Write”
“We want to move away from the traditional way we advertised in the past and, instead, opt for something more disruptive,” Gerondeau explains. The global campaign, initially launched to celebrate Meisterstück’s 100th anniversary, features Anderson alongside Jason Schwartzman and Rupert Friend. In Let’s Write’s latest edition, Michael Cera, Waris Ahluwalia and Esther McGregor have joined the cast. The Maison’s global brand ambassadors Jing Boran and Xin Zhilei also posed in the style of Anderson’s signature visual storytelling, aboard a cinematic, imaginary train.
Above Jing Boran and Xin Zhilei pose for Montblanc’s latest campaign (Photo: Courtesy of Montblanc)
Jing Boran and Xin Zhilei pose for Montblanc’s latest campaign (Photo: Courtesy of Montblanc)
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Rustan’s hosted the Philippine launch of the campaign at Casa Buenas in Hotel Okura Manila at Newport City. Throughout the event, key pieces from the Montblanc fall-winter 2025 collection were showcased. These included the Writing Traveller Document Case in corteccia sfumato leather; the Companion Crossbody, On Body, and Backpack in Grain leather; the Montblanc Iced Sea Automatic Date 0 Oxygen. Also presented were Montblanc’s limited edition writing instruments from its Masters of Arts Homage to Pierre- Auguste Renoir, Writers Edition Homage to Johann Wolfgang von Goethe, and Great Characters Homage to Queen collection.
The concept revolves around the “Journey”, a theme deeply embedded in Montblanc’s DNA. As Gerondeau points out, the brand’s origins stem from designing a fountain pen that could travel with you without leaking—a groundbreaking achievement in the early 20th century. Consequently, Montblanc commemorates this milestone by exploring art in its various forms, beginning with a pen—whether it’s writing a letter, sketching in a journal or creating content you’ve poured your heart into.
Above Montblanc celebrated the Maison’s brand campaign, “The Journey: Let’s Write” in Manila at Casa Buenas where media partners, esteemed clients, local influencers gathered to bring Montblanc’s vision to life
Montblanc celebrated the Maison’s brand campaign, “The Journey: Let’s Write” in Manila at Casa Buenas where media partners, esteemed clients, local influencers gathered to bring Montblanc’s vision to life
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“Here in the Philippines, there is a strong appetite for these products,” Gerondeau observes. He highlights a notable vibrancy in the market, especially among a younger demographic that is unexpectedly engaging with the brand not only through its writing instruments but also through its leather goods.
In response to this evolving market landscape, Montblanc revamped its physical retail presence in Metro Manila with the new NEO 4.0 boutique concept at Rustan’s, unveiled at Shangri-La Plaza, Mandaluyong City. The boutique’s ambience breaks down the traditional behind-the-glass barriers of luxury retail.
Above Jean-Sébastien Gerondeau and Michael Huang
Jean-Sébastien Gerondeau and Michael Huang
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“We invite clients to touch the product,” Gerondeau emphasises. The redesigned spaces feature improved lighting for leather goods and a dedicated gifting table, both of which encourage tactile interaction. This layout supports the brand’s three-pillar strategy, giving equal emphasis to watches, leather and writing instruments—an approach to lifestyle that has resonated strongly with Filipino shoppers since its opening.
Yet even as Montblanc expands into tech-enabled lifestyle items like the MTB 03 headphones and digital paper, the soul of the Maison remains in Meisterstuck’s bespoke nib. “Eighty per cent of what you write, you remember. And only ten per cent, when you type,” he cites a study on retention. In this context, taking the time to write is no longer just a functional act; it is a luxury of time and focus.
Kerwin King, LA Aguinaldo, Mond Gutierrez, Angelique Manto, David Guison, Khalil Ramos, Rere Madrid, Gabbie Mariano
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This long-term vision is shared by Rustan’s, Montblanc’s enduring partner in the Philippines. Gerondeau describes the relationship as resilient, praising Rustan’s ability to navigate the shifting local market while maintaining the brand’s prestige.
For Montblanc’s cherished community of fountain pen collectors and enthusiasts, Gerondeau reminds them: “Take your time, when it’s the moment to take time.” In a hurried age, it is perhaps the most indulgent advice of all.
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About
Before assuming the Art and Culture Editor position, Franz has always had a penchant for visual and performing arts. He is passionate about exploring and writing about the local cultural scene and rediscovering the country’s storied past and rich heritage. Besides working on this luxury lifestyle magazine, Franz is an avid book reader, local traveller, museum-goer, chorister, and community theatre playwright.
Work
Franz earned a degree in Journalism from the University of Santo Tomas. He writes about local visual and performing artists and their craft; drinks wines, liquors, and spirits and talks about the creativity of their respective winemakers and master blenders; tries to learn more about business and investments; respects the tradition and artistry that go behind the making of watches and jewellery; and appreciates the genius of architecture and creative design.
As head of Tatler Philippines’ pool of writers, he helps them bring impactful and socially relevant stories to light.
For any leads, you may reach him through @franzsorillaiv on Instagram or franz@tatlerphilippines.com via email.
