The writing instrument – from a fountain pen to a ballpoint – has a compelling evolution, and in a relatively short time also. Our great grandparents used to write with fountain pens, or even pencils. But the beginning of one evolution came in 1912, with the founding of Montegrappa & Elmo, a writing instrument company in a small, historic town of Bassano Del Grappa, about an hour north of Venice, Italy. Known primarily, and even in 1912, for a powerful digéstif called Grappa, it is known today as the home of Montegrappa, one of the most famous, and arguably most expensive writing instrument company in the world.
Monetgrappa’s history reflects much of Western culture in a way that other pen companies do not. The company has made pens with intricate designs with precious stones and metals for Pope Benedict XVI, the fashion model Naomi Campbell, the author Paulo Coehlo and the actor Sylvester Stallone who himself designed the Montegrappa Chaos Pen, which has evolved in the new Chaos timepiece. In addition, Montegrappa has created the ICON writing instruments, pens honoring globally recognized individuals in music, movies and sports. Pens in the ICON series have honored Muhammad Ali, Bruce Lee, and Frank Sinatra. However, the newest idea from Montegrappa, came last month in April, with the introduction of the Elvis Presley writing instrument.
What is so unique about this ICON pen is there are four designs, each one illustrating, in design and in color, the four phases of Elvis’s career. Montegrappa is the first to use the evolution of his fame as an overriding theme for the four very different pen designs. The Four pen models represent important phases in Elvis’ career from 1954 to 1977. The fountain pen nibs are engraved with the full-height profile of Elvis at the microphone.
The first set of Elvis Montegrappa pens, from fountain to rollerball, define the 1950s, when the legendary Million Dollar Quartet of Elvis, Johnny Cash, Carl Perkins and Jerry Lee Lewis, the four Sun Records artists met only once, on December 4th, 1956, for a classic jam session. Aqua was selected to represent the 1950s, a color often found on two-tone cars and early electric guitars. Its pocket clip recalls a period jukebox. As 1956 was the year that Elvis became famous, Montegrappa released 500 fountain pens, 500 roller balls and 956 ballpoint pens. For the gold edition, there are seven of each type – fountain pen, roller ball and ballpoint – equaling 21, his age in 1956. Pricing for these pens range from $2860 and up.
The second in the set is a deep Army green, the color that symbolizes 1958, the year Elvis was drafted into the US Army. The pen features a pocket clip with the stripes to show his rank of Sergeant. For this model, Montegrappa has prepared 500 fountain pens, 500 roller balls and 958 ballpoint pens. The gold edition has 11 fountain pens, 11 rollerballs and 11 ballpoint pens, equaling 33, the number of films he made: 31 features and two live documentaries. Pricing for these pens range from $3,380.00 and up
Third in the set is black, the color that symbolizes 1968 – the year of Elvis’s “comeback special,” where wore his famous black leather outfit. The pocket clip represents the zipper on the jacket, while the details at the bottom of the barrel were reminders of Elvis’s black leather attire. For this model, Montegrappa issued 500 fountain pens, 500 roller balls and 968 ballpoint pens. The gold version has 11 fountain pens, 11 rollerballs and 11 ballpoint pens for a total of 33, his age in 1968. Pricing range from $3050 and up.
The fourth and final pen design is in white, representing 1973 – the year of the ground-breaking Aloha From Hawaii broadcast, transmitted live via satellite on January 14, 1973, seen by about a billion people. During this time, Elvis also appeared in Las Vegas, in his signature white jumpsuits with gemstone details. The pen is set with stones on the cap’s band, and the pocket clip recalls Elvis’s motto: TCB for Taking Care of Business. Montegrappa produced 500 fountain pens, 500 roller balls and 973 ballpoint pens of this edition. The gold version has 14 fountain pens, 14 rollerballs and 14 ballpoint pens, totaling 42 in honor of his age when he passed away in 1977. Pricing range from $3900 and up.
We communicated recently with Giuseppe Aquila, the CEO and President of Montegrappa. We asked him about the importance of the Elvis pen in contrast to the others in the ICON series.
Pursuitist: The Icon pen collection includes Muhammed Ali, Joe Frazier, Bruce Lee, Frank Sinatra, among others, and now Elvis — what personality dimensions did these people have in common?
Mr. Aquila: They were best in class in their respective fields.
Pursuitist: We noticed that the colors and designs of these pens –there are four — were related to the times that Elvis lived and became famous — are there any other Icon pens that related to the evolution of fame? If not, why was this evolution chosen for this pen?
Mr. Aquila: Elvis pens are the first ones in the Icon series that related to the evolution of fame. More so than other previously celebrated icons, Elvis’ personality changed dramatically throughout his career. It was therefore difficult to represent Elvis with only one pen.
Pursuitist: Montegrappa is very well known all over the world for its great pens and styles — but I am curious — in the Middle East, is Elvis well known? Or, actually, are any of the Icon pen personalities well known? We ask this because we wonder if there are any Icon pens in the making where there are famous personalities that those in the Far East and Middle East would know well, but that westerners wouldn’t know as well?
Mr. Aquila: Elvis is a global icon. He is known all over the world. It is true, however, that some icons might be more popular in certain areas than others. I was very surprised – for example – when somebody in China told me that they had never heard of Frank Sinatra before… Montegrappa is a global brand, so it is very likely that we might celebrate famous personalities that are not so famous in the U.S. but they are in other parts of the world.
Pursuitist: Which is, in general, the best selling Icon pen thus far?
Mr. Aquila: In terms of value, the best selling Icon has been Bruce Lee so far but this is due to the higher price point of the collection and its composition. In fact, the Bruce Lee collection also includes versions in solid gold fully encrusted with precious stones. The initial reaction to the Elvis series has been excellent.
Pursuitist: In the luxury experience, Montegrappa is becoming as well know for its unique pen designs as it is for its functionality, making the idea of scarcity, legacy and worth (what the UHNW consumer looks for when purchasing a high end product) all the more relevant. How would you define WORTH when it comes to purchasing an Icon pen, like the Elvis pen?
Mr. Aquila: Worth is defined by design, choice of materials, sophisticated manufacturing techniques and superior craftsmanship (entirely made in Italy).
Pursuitist: What other Icon personalities or new designs will we see from Montegrappa this year?
Mr. Aquila: We only launch one Icon per year. Another important launch this year is represented by the Montegrappa “Genio Creativo” Salvador Dalí limited edition, dedicated to the master of Surrealism.
