During the Salon International de la Haute Horlogerie held in Geneva earlier this month, Montblanc announced the appointment of Charlotte Casiraghi as its new global brand ambassador. Casiraghi will appear in Montblanc’s upcoming advertising campaign, and also assume the role of ambassador for the maison’s timepieces, jewellery, and writing instruments.

Casiraghi is the seventh in line to the throne of Monaco, and fulfils official duties in the principality occasionally. Professionally, she is both a published writer and magazine editor, and has used the print platform to raise awareness about environmental issues. Casiraghi has also co-founded a production company that produces videos, documentaries, and short films, with plans for feature films eventually. On the sporting front, Casiraghi is an active equestrian, and has participated in international show jumping competitions. She is also the honorary president of the Jumping International de Monte-Carlo, a position her mother, Caroline, Princess of Hanover, previously held.

Montblanc’s CEO Jérôme Lambert expressed his delight that Casiraghi has joined the brand’s family, and observed that she perfectly represents the Bohème lady the eponymous collection from the maison aims to attract. Similarly, Casiraghi shared her excitement to be working with Montblanc, and praised the maison’s commitment to “the advancement of arts and culture”.