Although there is no specific year to attach to the market dominance that Montblanc achieved as "the" luxury writing instruments brand, it was during the decade of the 1980's that Montblanc made major strides to effectively capture the luxury segment of the market as its sole province. It was also during this decade, in 1986, that Montblanc added its now familiar tag line "The Art of Writing."
In the 1990's, Montblanc took its powerful marketing strategy to an entirely new level with the opening of its first present day boutique in Hong Kong. By 1995, Montblanc established several similar boutique shops in major markets in the United States. The end result is that, as of the present day, Montblanc has celebrated the opening of its 200th boutique worldwide on the internationally famous Champs Elysee in Paris.
With the introductions of leather accessories and Limited Edition/Writer's Edition pens in 1992 to the 1997 debut of its Meisterstück watch line, Montblanc completed the full evolution to become the extensive luxury brand that we know today. It is the World of Montblanc and it celebrates more than "75 Years of Passion and Soul."