Tapping affluent Chinese consumers who are spending more and more on luxury goods, German high-end penmaker Montblanc has opened its largest store in China.

Located in the Santilun district of Beijing, it is the brand’s 101st store in China.

Its new location places it near other luxury brands like Longchamp, Armani and Rolex. The new store displays special edition pens and historic timepieces patronised by artists including Princess Grace of Monaco and John Lennon.

According to Montblanc CEO Lutz Bethge, the newest store manifests the brand’s values on art and culture which complements calligraphic handwriting, an important sign of personal excellence among Chinese.

“It’s something the Chinese customer appreciates,” Bethge said.

Bethge said further store openings, renovations and relocations are planned in China in the future.

Research brokerage CLSA predicts luxury goods sales will continue to grow in greater China. Last year, greater China spent $255 billion on luxury items, comprising 21 per cent of the world’s total luxury spending and is projected to account 52 per cent by 2020.

Montblanc currently forms part of Swiss-based Richemont Group, which luxury brands also include Dunhill, Cartier, Piaget, Van Cleef & Arpels and IWC.