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Nicolas Baretzki, CEO of Montblanc International. [Photo provided to China Daily]

"This is why I like China," he says. "Chinese customers are younger than other markets. They are very dynamic and digital savvy.

"It's a challenge for us, and since they are very demanding and knowledgeable, you have to improve yourself. They push us to keep adding value to our brand," he says.

Baretzki joined Montblanc in 2013 as the executive vice-president of sales, and he has been to China around 20 times, but this time is different, since this is his first visit since being appointed CEO in April.

China is a crucial market, he says. "For Montblanc, it has been the No 1 market for many years. We've invested a lot in China over the last 20 years."

He says he usually visits Beijing and Shanghai, and sometimes Chengdu or Xi'an, but as Montblanc has 130 boutiques in China, in nearly 70 cities, he expects to visit other cities, especially the second- and third-tier ones "to understand how the market is developing".

"There are many things happening. Each time you return, you feel like that something has changed, but I love it."