German manufacturer of writing instruments, watches and accessories, Montblanc, has opened its biggest concept store in the world – in Beijing.

The four storey store located in Sanlitun centre, focuses on design and contemporary art. It offers the full spectrum of Montblanc’s luxury collections: a range of timepieces, writing instruments, fine jewellery, leather goods, and limited editions.

The Montblanc Sanlitun store gives its customers the chance to explore the inside working of a genuine Swiss watch via the ‘Virtual Timepiece’. With a virtual reality feature, customers are allowed to interact with the inner movement of a watch, in this case, the Montblanc Metamorphosis dual-faced timepiece. A projected wheel allows the person to direct the movement of the watch which is projected on surrounding screens, by turning the wheel, complete with subtle light effects.

The Montblanc concept store also allows customers to take a virtual journey of discovery to Switzerland, and the house of Minerva where timepieces are produced.

In celebration of the opening, Montblanc presents the entire ‘Collection Princesse Grace de Monaco’. Celebrating the grace and elegance of the icon, outstanding timepieces, writing instruments and Haute Joaillerie of the Collection Princesse Grace de Monaco are displayed.

“We are very excited to be unveiling such a groundbreaking concept store in Beijing, China,” said James Siano, CEO for Montblanc Asia. “With the opening of Montblanc Sanlitun Concept Store, we are looking forward to bringing a world-class shopping experience for Chinese luxury consumers.”

Siano said Montblanc is deeply committed to China as a market.

“In the Montblanc Sanlitun concept store, we are offering a unique opportunity to interact with the brand, to experience more about the story that Montblanc wants to tell.”

Montblanc’s Sanlitun store is the brand’s 101st in China. Montblanc forms part of the Richemont group whose brands also include Cartier, Van Cleef & Arpels, Chloe, IWC and Baume et Mercier.

GB