ALWAYS ON THE MOVE

The head of Montblanc on why it is poised for success in a world still in stasis.

With his printed bow ties, double-breasted suits and dark-rimmed glasses, Davide Cerrato is one of the most recognisable figures in the watch industry. Even those who do not closely follow the industry might be familiar with the work of Montblanc Watches’ managing director.

Also a Tudor alum, Cerrato was the creative force behind Tudor models such as the Heritage Black Bay. Since 2015, the Italian has headed Montblanc’s watch division, strengthening its design identity by streamlining or revamping collections, and creating striking new pieces such as the 1858 Geosphere, a dual-time watch with hemispherical world-time displays.

Here, he tells about the brand’s new launches, digital versus real-life engagement, and why the great outdoors is more important than ever in a movement-restricted world.

With confinement measures, such as those in Europe, nature and the outdoors become even more relevant. Humans have a strong connection to nature. When shutdowns were first announced, we saw many people leaving the cities with their kids to head to their second homes in the mountains or countryside. That dream of having a cabin in the woods is getting stronger. Our message just has to remain consistent.

We are still building our presence and legitimacy in the watch market, so we need to make a special effort. Despite the situation, we decided to push ahead strongly, focusing on the 1858 and Heritage pieces, as well as the integration of the 4810 line into the Star Legacy collection. That said, we have moved the launch of a few watches to next year, too. For the blue 1858 Geosphere, we organised its launch at the beginning of the year and the watches were delivered to the boutiques before confinement measures began. This allowed us to present it to our customers quickly and the response has been very positive.