Montblanc's Augmented Paper is an example of how to integrate traditional writing into the digital workflow. [Photo provided to China Daily]

One challenge is how to maintain consistency and how to introduce the products to customers from different backgrounds.

Chinese customers are not only young but very optimistic. "They believe in the future, which is always good, giving you inspiration to take up new ideas."

Montblanc was the first in the Richemont group to start e-commerce in China but Baretzki believes that the Chinese like to visit the boutiques, interact, get a story and a special experience.

"Selling products online or in a store is not important. What's important is the way we communicate and deliver information," he says.

"Social media helps people get information, advice or feedback. It changes the way that customers learn the history, stories and culture of the company. When it comes to this new way of communication, China is more advanced than other markets."

Baretzki says he wants to ensure that Montblanc has the right staff, the training and an understanding of the company's culture.

"It's a challenge but also opportunity. And Montblanc loves challenges. But for me, the biggest challenge is how I can keep a close link with the market, so that I can meet our VIPs and customers, and meet people who give me feedback. So ... the biggest challenge is time."

Contact the writer at chenjie@chinadaily.com.cn