In a captivating conversation, Laurent Lecamp, Global Managing Director of Montblanc, delves into the fascinating world of Minerva, a heritage watchmaker under Montblanc’s umbrella. Speaking with Katia Jundi, founder of Katsbling, Lecamp discusses the intricate craftsmanship, rich history, and innovative design philosophy that define Minerva’s appeal to collectors worldwide. With a particular focus on the Middle East, he unveils the inspirations and challenges behind a new 10-piece limited edition created exclusively for the region.

[KJ] : So, Laurent, it’s been a while since your last visit to Dubai. What brings you here?
[LL] : A lot has happened, especially with Minerva, our high-end watch collection. Minerva’s exclusivity has drawn collectors worldwide, with pre-bookings happening even before the details of new pieces are announced. It reflects both trust in the brand and growing interest. Auctions have shown Minerva pieces exceeding expected values, reinforcing the impact of this heritage brand.

[KJ]: Tell me about the Middle East edition.
[LL]: The Middle East is a key market for us, with a growing community of collectors in Dubai, Abu Dhabi, and Saudi Arabia. We recently launched a boutique in Saudi Arabia, where exclusivity is highly valued. For this region, we’ve created a 10-piece limited edition with a distinctive green dial inspired by local preferences. The green tone is refined, akin to an emerald, and tailored to the collectors here.

[KJ]: What makes Minerva unique in today’s luxury watchmaking market?
[LL]: Minerva’s heritage dates back to 1858, and its focus has always been on exceptional craftsmanship. Our watches are handmade in a small Swiss village with only 30-40 artisans dedicated to Minerva. Each watchmaker works on one piece at a time, and customers have the unique opportunity to meet the artisan behind their watch. This human touch and commitment to preserving traditional techniques, such as polishing inner angles by hand using locally sourced wood, set Minerva apart. Additionally, Minerva can repair any movement it has produced since 1902. That’s true sustainability—ensuring the longevity of a timepiece for future generations.

[KJ]: You mentioned a reversed movement earlier. Can you elaborate on that innovation?
[LL]: Inspired by my daughter’s curiosity about watch mechanics, we decided to reverse the movement, revealing components traditionally hidden. This required adding 21 new components to maintain functionality while preserving the original structure. The result is a patented design that showcases the beauty of Minerva’s craftsmanship in a completely new way.

[KJ]: How do you maintain traditional techniques while embracing innovation?
[LL]: We honor our history by using rare materials like German silver and implementing dying techniques, such as hand-polishing with wood from local mountains. However, we also innovate—our “natural distressing” process involves using local limestone to create unique finishes, blending tradition with nature’s touch.

[KJ]: What challenges did you face creating the Middle East edition?
[LL]: Perfecting the green dial was a complex process. The color changes when paired with sapphire crystal, requiring multiple prototypes to achieve the desired hue. Additionally, assembling the 373 components of the movement by hand—and then disassembling and reassembling for precision—demands meticulous work.

[KJ]: Tell me about the packaging.
[LL]: Packaging is as vital as the watch. Inspired by Japanese secret boxes, our packaging is crafted from Swiss wood and designed to be both beautiful and interactive. It’s a luxury detail that reflects the care we put into every aspect of our timepieces.

[KJ]: Why focus on exclusivity for the Middle East?
[LL]: Collectors here appreciate something unique yet proven. They prefer adaptations of successful concepts rather than entirely new designs. This resonates with our approach to create bespoke luxury that respects both tradition and innovation.

[KJ]: Thank you for your time, Laurent. I look forward to seeing what’s next for Minerva and Montblanc.
[LL]: Thank you, Katia. It’s always a pleasure to share our story.

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