x Abu Dhabi, UAEFriday 28 July 2017

$800 Montblanc pen the gift that keeps on giving at Emirates Airline

The pen features a ruby gemstone – reflecting Emirates’ corporate colours – with 20 per cent of each sale given to the Emirates Airline Foundation.

A luxury Montblanc ball-point pen is set to go on sale for $800 to raise money for the Emirates Airline Foundation. Photo courtesy Montblanc
A luxury Montblanc ball-point pen is set to go on sale for $800 to raise money for the Emirates Airline Foundation. Photo courtesy Montblanc

As the holiday season rolls around for many UAE residents, thoughts may turn to those who are less privileged and what may be done to help them.

So it is perhaps fitting that the luxury accessory maker Montblanc has created a special pen to support the Emirates Airline Foundation.

The Meisterstück Solitaire Classique Ballpoint Pen will go on sale in February on all Emirates aircraft and emirateshighstreet.com with an approximate recommended retail price of US$800, with 20 per cent of each sale given to the foundation.

The two companies anticipate that US$1 million will be contributed by the end of the initiative’s five-year period.

The luxury writing tool features a ruby gemstone – reflecting Emirates’ corporate colours – adorning its platinum-plated clip, and an engraving of the Emirates Airline Foundation motif in the high-grade stainless steel cap top ring. These symbols depict the foundation’s projects, which include healthcare missions, building homes, supporting food programmes and schools, and scholarship funding.

Montblanc has a track record of supporting philanthropic initiatives around the world. But this is a “landmark moment” for the company in the Middle East, according to Christian Rauch, the company’s managing director for writing culture, leather and jewellery.

“We are delighted to make this substantial commitment to an organisation which makes a difference to thousands of young lives every single day and to offer Emirates customers the opportunity to own a distinctive writing instrument that also contributes in a meaningful way to the future of our world,” Mr Rauch said at the pen launch in Dubai, where he also handed over a cheque for $150,000 to Emirates Airline Foundation.

“The creation of a writing instrument by one of the most well-known luxury brands in the world, with particular and exclusive references to Emirates and the Foundation in its design, is exciting,” said Terry Daly, divisional senior vice president for service delivery at Emirates. “But understanding that the sale of each writing instrument will generate funds for the foundation over the next five years is even more exciting.”

lgutcher@thenational.ae