Starting to layout the Chinese market at a very early stage, Montblanc set a new positioning for the market.

"We are present with physical stores in more than 80 cities in China, so the idea is not to grow the network but to reinvest in all the key cities in China," Baretzki said.

China is not only developing rapidly, he added, in first-tier cities such as Shanghai, Beijing, or Shenzhen but as more key cities pop up it is able to develop flagship stores.

"And strategically, for me it's not just about Montblanc developing in China but it's also the brand using China as an aspirational market to inspire more people," Baretzki said.

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