Montblanc Launches Bohème Ladies Collection in Shanghai

Eccentric, free-spirited, liberated and unorthodox — Bohemian is a contemporary state of mind, embraced by people with strong artistic inclination. 

People, especially women who consider themselves as Bohemians, tend to go against the flow and achieve their success by deviating from the mainstream ways. They too are not afraid to take risk, knowing it well that at the end of the day, their endeavours will be met with triumph.

Inspired by the nonchalant Bohemian spirit, Montblanc created the new Bohème collection: an elegant and feminine collection of timepieces, jewellery and writing instruments for Bohemian women of today. Imbued with unique characteristics that befit the fairer sex, the new Bohème ladies timepieces attain their unique character through refined attention to detail marked by beauty and distinction that enrich the codes of fine watchmaking. This includes refined dials with precious guilouché and filets sautés, sophisticated integration of the date window and distinctive Arabic numerals.

To herald its launch on a global scale, the city of Shanghai was chosen as the host for the Bohème ladies collection launch event on August 28, 2014. 

Thor actor Chris Hemsworth and spouse actress Elsa Pataky, Chinese celebrities Dennis Nieh,Liu Tiao and Dong Xuan joined the likes of Montblanc International CEO Jérôme Lambert and other VIP guests at the Children’s Art Theatre in Shanghai for a spectacular show, featuring the new Bohème timepieces.

 Also present at the event were supermodel Ana Beatriz Barros, fashion blogger Chiara Ferragni, and award-winning actress and Montblanc Brand Ambassador Gwai Lun Mei.

On arrival, guests made their way into a world created with feminine elegance that was inspired by the contemporary spirit of the new collection. Like a window into the world of the finest craftsmanship, Montblanc artisans were flown in to the city to showcase the intricate works required to create a Bohème timepiece through meticulous craftsmanship and savoir-faire, perfected by Montblanc such as refined design, haute horlogerie and gem setting.

In a creative interpretation of each metier, every watchmaking craftsman was paired with a female artisan to underline the special demands, the complexity and precision applied in Montblanc’s watchmaking: Two painters portray the guests with fine, precise brush strokes close to the horlogerie designer that draws the lines of refined Montblanc timepieces and their dedicated design characteristics, a miniature stylist creates small paper artworks by using innovative techniques to develop and assemble the smallest components to a functional complete product.

On the other hand, the watchmaker meticulously assembles the pieces of high complications timepieces that require the same attention to detail for an intricate result. 

A sand artist produces a decorative work of art out of sand grains next to the gem setter who masterfully sets precious stones for the most sophisticated decoration of Montblanc products.

During the much-anticipated “Lady Bohème Parade” show, the Bohemian world of this sophisticated, discerning and contemporary lady was brought to life in a display of supreme elegance and femininity. Models represented the different facets of the alluring Bohème lady, introducing the pieces from the new Bohème collection, each one embodying ultra-femininity, distinction and sophistication.

From high complications with the Bohème Perpetual Calendar Jewellery to essential and ultra-refined timepieces with the Bohème Date Automatic, these timepieces have all the attributes of alluring lasting classics.

The Bohème Collection will be available in Montblanc boutiques worldwide from September 2014.

*Photos courtesy of Montblanc

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