
Design
Back in family hands, Montegrappa Writing Instruments thrives
Back in family hands, Montegrappa Writing Instruments thrives
Giuseppe Aquila is the CEO of Montegrappa, a fine writing instrument maker in Italy that turned 100 years old this year. Based out of the city of Bassano del Grappa, Montegrappa is one of the leading luxury pen makers worldwide. In 2009, the firm become an independent company once again after Aquila’s family bought it back from luxury conglomerate the Richemont Group. It was a rare move that proved lucky for Aquila and his family.
Richemont courted Montegrappa for several years before making the family a generous offer. After agreeing to sell control of the company, Aquila remained on board at the company for a short while. He explains that his new role was to offer knowledge, but not to play a part in planning the future of the company. Richemont’s oversight of Montegrappa likely made business sense, but was changing a lot of what made the brand distinct. Unsure about his role in brand’s future, Aquila eventually left.
When the economy began to sink around 2007-2008, Aquila learned that Richemont was looking to cut costs and unload some of their smaller holdings – Montegrappa was on that list. Due to a close relationship with Richemont leadership, Aquila was able to enter talks with Richemont to buy back the family company, and in 2009, Montegrappa returned to Aquila management with Giuseppe at the helm. With renewed invigoration, he began to move the company back to what he felt was its biggest chance for success.
In 1995, the company released their famous Dragon pen. At the time, it was the most expensive limited edition pen made, featuring a barrel wrapped with an engraved dragon. It was an instant hit. For Aquila, Montegrappa’s success lay in embracing its history and offering a steady range of personality-driven limited edition products.
Montegrappa’s attractive range focuses on both standard collection and limited edition pens, along with accessories such as cufflinks and even wristwatches. Many Montegrappa pens are made from celluloid – unlike any other pen maker in the world. The historic material is specially formulated to make beautiful pen barrels and must be aged for long periods of time before it is ready for use.
Limited edition pens from Montegrappa feature unique designs focusing on the life and achievements of various celebrities. For Aquila, the more polarising the design, the better. He explains how designs that everyone likes at first end up being poor sellers in the market, while designs which offer both positive and negative feedback from different people end up selling the best.
To help make the best decisions, Aquila created a unique board of directors unlike those at many luxury brands. The board at Montegrappa combines industry and company veterans as well as artists and actors. Aquila believes that an eclectic pool of ideas helps keep the brand moving forward and motived to achieve what he describes as the hallmarks of an Italian luxury brand: an equal focus on fashionability and craftsmanship.
Writing instruments – like watches – are considered to have extremely competent lower-priced options in modern times. Yet many people don’t invest in either. Aquila explains how in the 1920s, a pen for a man was like a mobile phone today. Everyone had one, with those of greater taste and wealth having the best ones, and they would also commonly show them off. Pens today, he explains, are mostly sold because of their design and story. This is why limited edition pens with the most intricate designs, high-quality craftsmanship and connections to popular people or stories are those most coveted by collectors. These pens are also quite beautiful. Aquila points out how collectors can find Montegrappa writing instruments with beautiful timeless designs, or those which are delightfully avant garde.
Montegrappa also produces ball-point pens and mechanical pencils, but their best stuff focuses on the firm’s historical ideal of a fine writing instrument – a fountain pen with a gold nib and ebonite feeder (another feature exclusive to Montegrappa products). Aquila’s success as CEO of the family’s recovered company is likely due to his ability to be a good creative director. Under his control, Montegrappa will grow in the future, but will also focus on its strength to turn passion into collector-craveable, limited edition artistic writing instruments.
Visit the Montegrappa homepage
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