Jean-Sébastien Gerondeau’s journey to Montblanc is rooted in decades spent across the Richemont group, particularly within the watch industry. What ultimately drew him to the maison, he says, was the opportunity to work with a brand that extends well beyond a single category.
“I already had large experience in the watch industry,” he explains. “What brought me to Montblanc was the opportunity to work for a brand which is not only watches, but a real maison—writing instruments and leather goods.” On a personal level, the role allowed him to broaden his perspective within luxury. “It was my interest to enlarge the scope of product within a luxury brand.”
On the occasion of Montblanc’s “The Journey: Let’s Write” pop-up at Saigon Centre in Ho Chi Minh City, Jean-Sébastien spoke about returning to Asia and why the region continues to feel both familiar and energizing. “It’s my second journey in Asia,” he says. “The first one was with Panerai ten years ago.” Having already worked extensively in the region, the move felt natural. “In my management thinking, if I know Asia, I can go back to Asia. They proposed it to me, and I said yes—happily.”
In Asia, the younger generation is really into luxury products.
That familiarity with the region shapes how he sees Asia today. One of the most striking differences, he notes, is speed. “Here in Asia, what is quite different from my experience in Europe is the speed—the reaction and the feedback of the client is faster,” he says. “You can feel the market closer here. The clients are either really enthusiastic or not about what you are doing—the product you propose, the story you tell.” He also points to a deep appreciation for craftsmanship. “There is a really strong appetite for luxury and a strong understanding of what craftsmanship is.”
Younger consumers, in particular, play a defining role. “In Asia, the younger generation is really into luxury products,” Jean-Sébastien says. “In Europe, this is happening now, but it’s quite recent. Fifteen years ago, young people didn’t buy luxury products. But here, it was already like that when I first came.”
The region itself has also evolved. “There is a major change,” he observes. “Mainland Chinese clientele are no longer the only clients. Now you have all kinds of clients in South and Southeast Asia, so you need to consider all of them.” For Jean-Sébastien, this shift makes the market more compelling. “Today, you need to pay attention to all your local clientele. In my personal view, it’s more interesting.”
Vietnam, in particular, has made a strong impression. “There is something very positive here,” he says. “You can feel that globally the country is going in the right direction. There is a positive energy. You see people smiling, moving, doing things. That’s always very good when you travel.”
Those ideas come together in Montblanc’s “Let’s Write” campaign, brought to life locally through the Ho Chi Minh City pop-up. “The pop-up is a very important moment for us because it’s really a brand expression,” Jean-Sébastien says. Developed in collaboration with legendary American filmmaker Wes Anderson, the campaign reframes Montblanc through the filmmaker’s distinctive visual language.
Wes Anderson really succeeded in bringing very interesting elements of Montblanc through his own eyes—the color, the tone, the atmosphere—which is very unique to him. And he succeeded in mixing it with Montblanc quite well.
At the center of the campaign is the idea of journey, a concept Jean-Sébastien describes as foundational. “Journey is very important for Montblanc because it was the initial idea of the creation of Montblanc,” he says. “Montblanc was created to make sure that when you travel, your pen is not leaking.” Over time, that functional solution evolved into something more symbolic. “That’s why the idea of ‘the journey’ is really linked to Montblanc history and Montblanc DNA.”
In a young, digital-first market like Vietnam, Montblanc’s emphasis on writing may seem counterintuitive—but Jean-Sébastien sees it as essential. “We invite all the clients entering our boutique to have the experience of writing,” he explains. “Even if they want to buy leather goods or a watch, we ask our sales associates to propose that the client sits down and writes.”
There is also a practical reason behind that insistence. “When you write, you remember what you write with your hand, not when you type,” he says. “That makes all the difference.”
But beyond memory or function, Jean-Sébastien believes writing matters for a more intimate reason. “Writing is a moment with yourself,” he says. “A connection with yourself.”
Photo: Montblanc
