“Reissue,” as the word suggests, is an act of relaunching an old product, a wristwatch in this case, to celebrate an anniversary or because it is significant in the history of a brand. But a good reissue involves so much more than a company simply taking an old watch out of the archives and manufacturing it all over again. Indeed, the designer must take the background story into consideration and think about how to fine-tune the watch in order to meet the needs of today’s consumers, while still preserving the classic style and poise – a challenge to both the watchmaker and the designer. And, most importantly, a reissue watch must touch the emotions of consumers – after all, it is essentially a time capsule of sentiment and remembrance.
The new Montblanc 1858 Collection is a successful example of a reissue. My personal favorite is the dual-time model with auto-winding, black dial, classical style hands and cream-colored Super-LumiNova coated indexes. A remake of a classic Minerva military timepiece from 1930, this minimalist retro timepiece bears the Montblanc logo from the 1930s and features an earthy leather strap decorated with traditional taupe braids. When I put it on my wrist, its pure nostalgic style and irresistible charm completely took over my will power. I struggled when I had to take it off.