WORDS VARUN GODINHO
Nicolas Baretzki, CEO of Montblanc, is leading the Hamburg-based brand’s product and distribution strategy through a time when the luxury industry is facing several external pressure points
Scaling Luxury
I
t’s good to have scarcity, but not frustration.” It’s prescient advice coming from Nicolas Baretzki, CEO of Montblanc, a Richemont brand, that is built around desirability. At various points, it has had the likes of superstars such as Hugh Jackman, and more recently Zinedine Zidane, become the face of the brand. “My main concern is keeping scarcity at a certain level because it demonstrates your desirability. People are prepared to wait for something worthwhile. But frustration is never good for anyone.” Walking the tightrope between controlled scarcity and avoiding the ire of frustrated customers is
DECEMBER 2022
something that Baretzki has to contend with daily, heightened perhaps by the launch of the new Jimi Hendrix writing instruments collection last month. Jimi Hendrix’s professional career spanned just four years – although his impact on the cultural zeitgeist and diverse music genres has traversed several decades. More than half a century after his death in 1970, the influence of Hendrix hasn’t waned. Montblanc recently launched a series of writing instruments dedicated to the American guitarist and the biggest moments in his short-lived career. The collection includes the Great Characters Jimi Hendrix Special Edition with the name of the artist’s debut album – Are You Experienced
