Two different identities, two stories, one brand

[koimaster]

The confusing positioning of Montblanc and Minerva

Two different identities, two stories, one brand, and a questionable legitimacy. A vintage watch aficionado’s take on Montblanc’s incorporation of the well respected Minerva manufacture. From the calibres to the building, what is the strategy behind this intriguing fusion?

It’s obvious to see that Montblanc is trying to blend their legitimacy with the historical resonance of Minerva.However these two “brands” are not born together and their bloodlines, if decorticated well, are completely different.To better understand this rather confusing positioning from Montblanc, let’s have a small historical recap.

Historical Background

In the small locality of Villeret (Jura Bernois) not far away from the important horological center of St-Imier, two brothers founded “H. & C. Robert” in 1858 that later became Minerva.

In the 20th century, after changing the name of the company several times, the establishment began to be recognized for its work and particularly for its movements. In fact, Minerva was known for developing and using its very own calibres giving it the legitimacy to be recognised as a manufacture.

http://www.europastar.com/time-keeper/1 ... c-and.html

The confusing positioning of Montblanc and Minerva.pdf