Luxury Writing Instruments and Stationery in France

PROSPECTS

Slow growth expected as digital devices become the norm for communication

Luxury writing instruments and stationery saw a second year of current value growth in 2019, thanks to continued growth in the number of tourists, especially those from China. Growth was seen despite the fact that new technologies with screens, such as laptops, tablets and smartphones, are reducing the use of pen and paper.

Luxury writing instruments more relevant than luxury stationery

Luxury writing instruments will continue to hold greater importance and relevance for French consumers than luxury stationery. They would rather invest in or gift a good-quality fountain pen than stationery.

Connectivity brings innovation to writing

Keyboards and touchscreens are continuously diminishing the importance of writing. Yet technological innovation has helped bring writing by hand back into the spotlight, with the advent of connected smart pens which allow hand-written text to be transferred in real time to a smartphone or tablet.

COMPETITIVE LANDSCAPE

World-famous luxury pen brand Montblanc extends its strong lead

Richemont France continued to lead luxury writing instruments and stationery in value terms in 2018. Its Montblanc brand is one of the world’s most famous luxury pen brands, manufacturing a full range of high-end ballpoint pens, rollerball pens, fountain pens and pencils.

Montegrappa transitions from tradition to pop culture

Montegrappa is the oldest Italian manufacturer of high-quality writing instruments, as well as cufflinks, leather wallets, fragrances and timepieces. In 2017, the company announced the launch of a four-line collection of writing instruments inspired by the popular TV show Game of Thrones.

Internet retailing gains ground, which may lead to outlet closures

Internet retailing will continue to support sales of luxury writing instruments and stationery, and is expected to gain ground on store-based sales in the forecast period. Internet retailing is outperforming other channels as the influence of younger buyers of personal luxury goods increases.

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