jrwong23 (aka watchthebin) provides an exclusive look at Montblanc's Boheme Moongarden collection launch in Paris, highlighting the brand's strategic focus on female collectors. His report, featuring event videos and insights, offers a valuable perspective on Montblanc's evolving design philosophy and commitment to in-house complications for its women's lines. This post is particularly relevant for understanding Montblanc's efforts to expand its appeal beyond its traditional male customer base.
I had initially planned to share my last post of the Heritage Chronometrie series (the details of the ExoTourbillon Minute Chronograph) today but realized I have not shared a Montblanc watch for our female watch lovers for a long time! Even though I suspect most PuristS here are gentlemen, I know we have female PuristS too and also, don't we all want our wives and girlfriends to share our passion too?
The Boheme series was actually first introduced in second half of 2014 and I got to see them for the first time in person during Watches and Wonders 2014 (Sep/Oct 2014). I still remember being impressed with the blue lacqured dial Boheme and also the perpetual calendar, which I found at 36mm, more balanced than the 39mm Heritage Spirit Perpetual Calendar, due to the smaller movement in the case.
On 9th Jul this month, Montblanc organized some really cool events in Paris to launch this collection, now boasting in-house complications developed for the collection. I was impressed with how Montblanc focused on the ladies almost entirely this time, with mostly female celebrities, many female guests and new products exclusively for the ladies. This coming from a brand whose main customers are largely men. It is good for Montblanc to extend their "sharing our passion for fine watchmaking" to our female watch lovers as well.
First, 2 videos to share from Montblanc's launch event. A collection preview in the day:
And the evening launch event:
I was especially happy to see my fellow Singaporean invited (as a celebrity). Ms Jeanette Aw! When I was younger in college, I used to love her acting and mandarin TV serials Also happy to see Gwei Lun Mei, another Asian celebrity I like.
Some content shared by Montblanc HQ on the launch of the Boheme Moongarden below (I have focused on the watches mainly):
Warning: To the men: you may want to preview this post before sharing with your other halves
(not because of the beautiful ladies in the event! but because of the nice watches they may ask you to buy for them!)
I myself have been impressed with the press pictures thus far and want to see them in the metal soon.
On 9th of July 2015, for one night only, Montblanc transformed the Orangerie in the heart of the famous Jardin des Tuileries in Paris into a magical and captivating Bohème Moon Garden. Under the stars, VIP guests including Montblanc brand ambassadors Charlotte Casiraghi and Gwei Lun Mei joined the Maison for an unforgettable journey on which they discovered the elegant and feminine timepieces and jewellery from Bohème Moongarden. Evoking the captivating romance of the moon, the new collection is a poetic and alluring extension to the Bohème line launched in 2014, giving the contemporary Bohème lady new ways to express her
femininity, sophistication, and her passion for fine watchmaking.
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Guests including Clotilde Coureau, Chiara Ferragni, Macarena Gómez, Hande Kodja, Virginie Ledoyen, Pierre Niney, Alice Taglioni, Melanie Thierry, Mona Walravens, Anna Yao, Ke Zhao and Jeanette Aw entered the prestigious location in the heart of the famous Parisian garden to discover an effortlessly cool atmosphere, designed to capture the unique sense of style and the irrepressible spirit of the contemporary Bohème lady. Because the Bohème lady is always searching for rich experiences and new discoveries filled with inspiration and intense emotion, a sensorial exhibition inside the Maison’s very own Bohème Moongarden revealed the secrets of the twelve moon phases that inspired the collection. Each of the pieces was showcased inside intriguing geometrical installations that formed this imaginary moonscape.
The feminine Bohème salons with their cool linen fabrics, eclectic furniture pieces and romantic colour touches and authentic accessories created an inviting seating area for guests to enjoy, mirroring the personal space created by the imagined Bohème lady around her. Inspired by the beauty of the moon, the Bohème Moongarden jewellery pieces that elegantly pair rhodiumplated silver with the iridescence of Akoya pearls, were displayed in different areas around the dome, reflecting the warm glow of the summer moon in the sky above.
The new Boheme Moongarden collection is inspired by the romance of the moon. Designed for the free-spirited and independent woman, the ultra-feminine Montblanc Bohème Collection with its pure lines and sophisticated designs sees the arrival of a new assortment of timepieces, jewellery and writing instruments inspired by the phases of the moon, and their influence on the passing of the seasons. Bohème Moongarden, a tribute to pure and sophisticated style, is a poetic and alluring extension to the Bohème line, evoking the captivating romance of the moon. Capturing the presence and self-confidence of the contemporary Bohème lady, two new
Montblanc timepieces pair aesthetic elegance with the highly functional attributes of a unique complication, expressing her passion for fine watchmaking. Montblanc has taken the 12 names of the different moons as inspiration to create Bohème Moongarden, a new exclusive complication developed in-house that displays the name of each month’s full moon instead of the traditional name of the month. The name appears in a crescent shape window in the centre surrounded by a golden line and the moon phases appear in an aperture at “6 o’clock”.
There is also a blue dial version, which enhances the mystery and romance of the night with the moon and stars.
Because the Bohème lady enjoys personalizing her look to convey her own distinctive style, the watch features an interchangeable leather strap mechanism so she can playfully change the straps, each one decorated with colourful seasonal patterns evoking the seasons related to the changing of the moon phases. See below (you can also add orange, yellow or red straps for the summer for eg)
All steel models of the Boheme Moongarden also comes with the option of a steel bracelet for ladies who prefer bracelets to straps.
Montblanc also launched the Boheme Moongarden Jewellery and Writing Instrument collection - check them out on the Montblanc website if you are interested.
Cheers
robin
This message has been edited by jrwong23 on 2015-07-20 00:19:08
Key Points from the Discussion
The 2014 Boheme models shared design elements with JLC Rendez-Vous, but Montblanc differentiated the 2015 Moongarden line with a new in-house complication and unique month name display.
Montblanc needs to develop a stronger, more distinct design DNA, moving beyond perceived similarities with sister Richemont brands like JLC. There is hope for more Minerva-inspired designs in future collections.
Some initial Boheme models appeared heavily inspired by Jaeger-LeCoultre's Rendez-Vous collection, raising questions about Montblanc's design originality.
The full moon names displayed on the Moongarden complication may differ between the Northern and Southern Hemispheres, a detail worth confirming for accuracy.
The perceived influence of JLC's design DNA on Montblanc's collections, particularly under Jerome Lambert's leadership, could lead to a cross-pollination or erosion of Montblanc's unique brand identity.
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The Discussion
MA
marcelo
Jul 20, 2015
Very nice, but... JLC Rendez-Vous?
;)
VI
vitalsigns
Jul 20, 2015
+1...my first thought too
Some of these look like JLC Rendez-Vous copies, or at least too heavily inspired by JLC's pieces. This is not the first time Monblanc has borrowed heavily from JLC's designs--or at least that's my impression. Disappointing that Montblanc isn't blazing its own trail on some of these pieces. John
JR
jrwong23 (aka watchthebin)
Jul 21, 2015
Thanks for your candid thoughts John
In my review of the Heritage Chronometrie Dual Time, I mentioned the same feedback - that Montblanc needs more of their own design DNA, which some models have and I hope to see more from them. I have high hopes on Montblanc and I look forward to their offerings in watches and wonders 2015. Cheers Robin
JR
jrwong23 (aka watchthebin)
Jul 21, 2015
Lol I knew someone will say that! :p
Yes some resemblance especially the models launched in 2014 although Montblanc did differentiate on some aspects such as the font, guilloche pattern and case design. I am glad in 2015, Montblanc further differentiated the Boheme line with this new Moongarden collection with their new in-house complication. The name of each month\'s full moon name is something quite interesting to me (and the design of how they are displayed) Thanks for your candid feedback my friend Like you, I do hope Montblanc
MA
marcelo
Jul 21, 2015
Robin, I assume the moon names are...
...those related to the Northern Hemisphere. Right?
JR
jrwong23 (aka watchthebin)
Jul 22, 2015
I am not familiar with the moon names to be honest
didnt even realize the full moon names differ between northern and Southern Hemispheres :p Will check and revert Cheers Robin
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