# Montblanc celebrates a century of craftsmanship in São Paulo

The Maison gathers guests to celebrate 120 years devoted to the culture of writing and 100 years of excellence in leather, reaffirming the art of creating lasting companions.

- Section: Luxury
- Published: November 6, 2026
- Address: https://ceoone.com.br/en/article/montblanc-celebrates-a-century-of-craftsmanship-in-sao-paulo
- Em português: https://ceoone.com.br/artigo/montblanc-celebra-um-seculo-de-excelencia-artesanal-em-sao-paulo.md

![Green Montblanc notebooks with the star emblem and a golden desk lamp on the table, in the Soho House salon](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/montblanc-celebra-um-seculo-de-excelencia-artesanal-em-sao-paulo-foto.webp)

Photo: Courtesy of Montblanc

## Key points

- Montblanc gathered guests at Soho House São Paulo to celebrate 120 years of writing culture and 100 years of leather.
- The Writing Tree and artistic director Marco Tomasetta's desk came from Germany; guests also tried calligraphy and sent postcards.
- The highlight was The Writing Traveler bag, inspired by a cabinet of curiosities, with compartments for pens, notebooks and watches.

On a special morning at Soho House São Paulo, on 3 November, the Maison brought together guests, personalities and fashion and style influencers for an immersive experience devoted to craftsmanship, creativity and the self-expression at the heart of its universe.

Throughout the morning, guests explored different expressions of the Maison's excellence, on a journey that linked its artisan tradition to the present day. Among the highlights was the Writing Tree, an installation brought directly from Germany that celebrates the Maison's history in the culture of writing and conveys, visually and symbolically, the idea that words, ideas and stories can come to life through the act of writing.

Another centrepiece of the experience was Marco Tomasetta's Desk, also brought from headquarters. The workspace revealed the creative universe of Montblanc's Artistic Director and his relationship with materials, shapes and processes, showing the work behind each of the Maison's creations.

The culture of writing was also present in calligraphy sessions, which invited participants to slow down and rediscover the pleasure of putting pen to paper. At another moment, guests could write and send postcards, turning handwritten words into a personal form of connection and memory.

![Guest writing with a Montblanc pen on a calligraphy exercise sheet](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/montblanc-celebra-um-seculo-de-excelencia-artesanal-em-sao-paulo-caligrafia.webp)

The calligraphy experience at Soho House. Photo: Courtesy of Montblanc

![Montblanc pens and ink bottles on calligraphy sheets bearing the brand name](https://pub-b80e49b2737940b3ab5d3f20d0578192.r2.dev/artigos/montblanc-celebra-um-seculo-de-excelencia-artesanal-em-sao-paulo-canetas.webp)

Pens and inks from the calligraphy workshop. Photo: Courtesy of Montblanc

The morning also showcased a selection of leather goods that reflect the contemporary evolution of Montblanc's mastery in leathercraft. Colours, textures and shapes express the Maison's current vision for a category born a century ago from an essential need: accompanying writing instruments while travelling. The highlight of the celebration, The Writing Traveler bag, took centre stage. Inspired by a "cabinet of curiosities", the bag combines the creative spirit of the desk with artisan leatherwork in a singular design, with pockets and compartments made for every personal essential, from writing instruments to notebooks, small leather goods and watches.

"Celebrating 120 years of writing and 100 years of excellence in leather is, for us, an opportunity to look at our history, but also at everything we can still create. It was an honour to bring together so many dear people around experiences that express the Maison's essential values: creativity, craftsmanship, culture and the art of creating moments that last," says Juliana Pereira, CEO of Montblanc Brazil.

## A century of constant evolution

Montblanc's story began in 1906, driven by technological innovation and the desire to create something revolutionary for its time: a fountain pen that did away with the need to be constantly dipped in an inkwell. This instrument transformed the experience of writing and marked the start of a 120-year journey devoted to the culture of writing. Since then, the Maison has combined innovation, design and artisan excellence to create instruments that go beyond their function and become companions to ideas, stories and meaningful moments.

Montblanc's rich tradition in leather goods dates back to 1926, when the Maison created its first cases for writing instruments. In an era of growing mobility, these creations were designed to protect and carry pens while travelling, establishing a natural connection between the culture of writing and leathercraft that endures to this day.

Today, a century later, this heritage lives on under the artistic direction of Marco Tomasetta, who since joining the Maison in 2021 has been exploring new interpretations of the relationship between function, design and craftsmanship. The celebration in São Paulo reinforced this connection by bringing together, in a single space, the history of writing, excellence in leather and the creative process that continues to drive Montblanc.

In celebrating 120 years of writing and 100 years of artisan excellence in leather, Montblanc reaffirms its commitment to creating lasting companions, objects designed to accompany ideas, stories and journeys and, above all, to inspire people to leave their own mark.

CEO ONE · https://ceoone.com.br