Recently returned from the launch of the new Montblanc Meisterstück 149 Style of Zug Exclusive Edition, I’m sharing a few thoughts alongside a selection of images that capture the atmosphere, the emotion, and the genuine passion for writing culture among the 80+ guests present. Here’s a short look at what was, in many ways, one of the most distinctive events I’ve attended in recent years.
It’s not every day that Montblanc creates an exclusive design for a small writing instruments boutique like Style of Zug. In fact, I was told during the event that a piece of this complexity hasn’t been created for a boutique in over 20 years. So when I heard the news – along with a personal invitation to the launch – I booked my flight without hesitation. By the day before the event, I was already on a plane, less than two hours away.
I spent the first part of the day in Zürich, wandering its lively streets, stopping by a couple of specialty coffee spots like Bean Bank Coffee and MAME, and making a quick visit to the Montblanc flagship store on Bahnhofstrasse 25. Around midday, I took the first train to Zug – a journey of under an hour that revealed a glimpse of Switzerland’s picturesque landscapes and, at the same time, reminded me why its railway system is considered one of the most efficient and admired in the world.
Scheduled for 19:00, the first guests – among them representatives of Montblanc Switzerland – began to arrive, quickly gathering around the Montblanc Post Station (brought in especially for the evening) and discussing the much-anticipated design.
The evening opened with a speech by Manuel Venzi, CEO of Style of Zug, who thanked everyone for attending and spoke about the importance of the launch for the company’s evolution.“This is the most special event I have ever attended here in the boutique at Style of Zug,” he said.
Attention then shifted to the corner, where the piece had been concealed from curious eyes. Before the unveiling, a few words were shared by Delphine Favier, Managing Director of Montblanc Switzerland, alongside Samuel Naldi, founder of Style of Zug, and Sandro Cazzatto, partner and strategic investor.
“We had, thanks to Montblanc, the chance to work on the most iconic writing instrument in the industry, the 149,” added Samuel Naldi.
Once the special edition was revealed, conversations naturally picked up again, this time focused on the piece itself. Guests gathered around it, taking a closer look, photographing, and filming the finer details.
“I can’t wait to place my order. For someone who has known Style of Zug for years, this edition feels like a bridge between past and future, it reflects everything the boutique has built so far while marking the start of a new chapter,” shared one loyal client who has seen its growth over the years.
Another guest added: “This edition brings together everything that defines the brand – from regional symbolism to a colour that feels unmistakably Style of Zug. And, of course, it comes in the 149 version, probably the most loved among enthusiasts.”
The conversations flowed alongside finely crafted cocktails prepared on the spot, Franciacorta, and a selection of snacks created for the occasion. Guests also had the chance to write letters to friends, which were collected at the Montblanc Post Station and sent worldwide the following dayan – an initiative through which Montblanc actively supports the culture of handwriting.
It was a remarkable evening, one that showed just how far the passion for writing culture can go and confirmed that the industry is moving in the right direction. It’s not something I’ll forget anytime soon. And yet, it feels like just the beginning for the Swiss brand, which, as Sandro Cazzatto put it, has ambitious plans ahead:
“We have a big vision, a global vision. We want to go worldwide with Style of Zug.”
Until next time, keep an eye on Inkstable for more news from the world of fine writing.