Caran d’Ache, Maison de Haute Ecriture – The House of High Writing

Yang Berhormat Dato’ Sri Azalina Othman Said, Minister of Tourism Launched Caran d’Ache in Malaysia

October 2008 – The only Swiss Made writing instrument brand in the world, Caran d’Ache of Switzerland recently announced their brand launch in Malaysia, bringing its exceptional collections closer to the reach of collectors and consumers in this country. The Caran d’Ache brand launch was held at LaFite @ ShangRiLa where Yang Berhormat Dato’ Sri Azalina Othman Said, Minister of Tourism officially welcomed the brand to Malaysia together with Mr Philippe De Korodi, CEO of Caran d’Ache of Switzerland and Christian Winter, Counsellor/Deputy Head of Mission, DFA Department of Foreign Affairs of Switzerland, Embassy of Switzerland in Malaysia.

Aptly themed as “A Night of Unique Craftsmanship”, where Haute Ecriture meets Haute Cuisine, guests which included dignatories, socialites, celebrities and pen enthuasiasts were treated to a live showcase of Caran d’Ache craftsmanship via its Chief Craftsman, Mr Niklaus Muller as well as Malaysia’s first molecular gastronomy showcase by Chef Damon. To mark this milestone in Malaysia, Caran d’Ache launched Perles of Caran d’Ache . In addition, Caran d’Ache showcased two exquisitely bejeweled writing instruments, The La Modernista and The Gotica Jewel, both one of its kinds in the world to be exhibited in the event.

Armed with a priceless legacy of creating exceptional writing instruments that dates back to 1924, Caran d’Ache has since earned a leading position in the European markets, as well as North America, the Middle East and North Asia. Its entry into Malaysia is part of the brand’s rapid expansion in South East Asia and a testament to the brand’s continual success and popularity.

“At Caran d’Ache, we are firm believers in keeping the art of writing well and alive. In the great Swiss manufacturing tradition, we always work with passion and rigour to create exceptional products. The daring combination of technology and aesthetic appeal has reaffirmed Caran d’Ache’s positioning as “Maison de Haute Ecriture”. With our success in the other global markets, and in line with our worldwide expansion plans, Caran d’Ache of Switzerland is now focusing on South East Asia, particularly Malaysia, as it is an essential and strategic market within this Region.” said Philippe de Korodi, the newly appointed CEO of Caran d’Ache.

“The recent opening of our boutiques in China, HK, Singapore and Malaysia is not purely commercial as we want to be closer to our customers so that we can share the passion for writing instruments. The boutiques will also be our platform to reinforce our after sales service where we provide a lifetime guarantee on our writing instruments.

“KL has been chosen to be the first boutique due to the recognition and expounding growth of users in the country. In recognition of the existing connoisseurs and
growing collectors, Caran d’Ache will use the boutique to feature the masterpieces and limited editions which reaffirms Caran d’Ache positioning as “Maison de Haute Ecriture”, De Korodi elaborated.

Maison de Haute Ecriture – about Caran d’Ache

In 1924, the company’s founder Arnold Schweitzer acquired the “Ecridor Pencil Factory” (founded in 1915) in Geneva, Switzerland and established a new company under the name Caran d’Ache Swiss Pencil Factory.

Today, Caran d’Ache remains the world’s only Swiss manufacturer of fine arts products and writing instruments. Based in a country that is world famous for its watchmaking and jewellery, it is not surprising that the company has earned an international reputation for products of exceptional quality and beauty. These include luxury-writing instruments, accessories and fine arts materials.

Caran d’Ache writing instruments are designed, developed and manufactured in Thonex-Geneva and sold worldwide through a specialized distribution network. With subsidiaries in Europe, USA, Asia and Middle East, they have a strong international presence and maintain a close relationship with both clients and partners. Fine writing instruments of Caran d’Ache is distributed exclusively by Dianomiq Sdn. Bhd. and is retailed at Caran d’Ache Boutique @ Pavilion KL Shopping Mall, and major pen retailers such as Pen Gallery and K.S. Gills.

For more on Caran d’Ache, call Caran d’Ache boutique 03-21416421. Media enquiries, please call BRANDTHINK PR at 03-22852277.

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