Next year, the company plans to add rings to its Russian-themed men's jewellery christmas gift.
"Men's jewellery is an exciting new area. The whole idea of men's jewellery is becoming more interesting," Ms McAlinden said.
Montblanc, famed for its writing instruments, offers more than 10 lines of men's jewellery in the form of bangles, bracelets and cufflinks. "The image we want to project is masculine, mature and one that's associated with our writing instruments and the people in power who use them christmas gift on sale," declared Jolene Leung, the company's Hong Kong marketing manager.
As with Links of London, men have been crossing over into female territory to buy Montblanc items they fancy. Men are snapping up the brand's sterling silver rings for women.
"They find the rings more unisex. Men come in and try them on, so we know they are buying for themselves," she said, adding that the company did not have a separate line of rings for men Links Charms .
The company offers dressy, 18-carat gold men's cufflinks and other jewellery. Over the past three years, the brand has tried to attract younger men who like wearing jewellery on different occasions.
Materials such as rubber, carbon, leather, sterling silver and stainless steel offered rugged design possibilities for this target market, she said Links Necklaces . "A lot of men wear jewellery to work and when they go out for a drink at night," Ms Leung said. "The market is growing and we are adding new designs - more classic ones for more mature gentlemen and more contemporary styles for the hip crowd."
