Montblanc is a German manufacturer of writing instruments, watches, jewellery and leather goods. To promote its luxury watches, the brand called to the German agency Demodern which imagined an innovativeconcept, a social network based on the”time”. This famoussocial network is a mobile application called “TheMontblancWorldsecond” which allows each user to share a specific time of their lives through a picture.
After downloading and installing the application (available from November 1 to December 31, 2012) you receive a daily alert to inform you of the time during which the picture must be taken. You just had simply to launch the application and make the most beautiful picture of the place where you are at this precise moment.

worldsecond montblanc luxury watch sweet

The operation is unfortunately over, thus the applications are unusable, and however, you can visit the website,,to look at the photos which were shared by users around the world, on the day and time given. Real successes because more than 90 countries have participated in it and more than 10,000 snapshots were shared.

To know more about the operation, visit the blog of Montblanc.