Luxury writing instruments continue to captivate collectors around the world, and Writing Culture boutique is leading this renaissance from the heart of Zug. Formerly known as Style of Zug, the family-owned house has reopened its boutique following a complete refurbishment, celebrating more than 25 years of expertise in fine writing.
Founded by the Naldi family in 2000, Writing Culture has become an international destination for rare and exceptional writing instruments. The boutique is an authorised retailer for prestigious maisons including Montblanc, Montegrappa, Namiki, Caran d’Ache, Sailor and Graf von Faber-Castell, serving collectors from Europe, the United States and the Middle East.
During an exclusive Première Preview, Founder and CEO Samuel Naldi unveiled the company’s next chapter alongside renowned guests Jean-Claude Biver and Ronnie Kessel. One of the key announcements was Mechanics of Writing, a new Swiss manufacturing initiative led by engineer Davide Zanghi in the Zug region. Writing Culture also revealed the revival of the historic American brand John Holland, now produced under a strict Swiss Made standard, with its first collections, Klondike and Empire State.
The company also announced ambitious expansion plans, with boutiques envisioned for New York, Milan, Dubai and London. The first two international locations are expected to open within the next 18 months, supported by significant investment over the coming years.
“Our ambition is to introduce collectors of fine watches, automobiles and fashion to the world of exceptional writing instruments,” said Samuel Naldi, highlighting craftsmanship, heritage and emotion as the pillars of the brand’s vision.
The evening celebrated not only luxury craftsmanship but also the enduring value of handwriting. As Jean-Claude Biver remarked, a handwritten note carries authenticity and emotion that no printed message can replace – a fitting reminder that true luxury often lies in the personal touch.
Photos: The Writing Culture
