I think Mr Cerrato may be trying to inject soul into the Montblanc ranges.
They have already the watchmaking expertise and technology investment in Villeret and Le Locle but each Collection is now targeted at different demographic in taste and style.
Heritage, Sportive Advance Tech, Haute Tradition and Urbane.
Each watch must have that 'Must Buy' and 'Epic' feel.
Regards,
MTF