STYLE OF ZUG BECOMES WRITING CULTURE

STYLE OF ZUG ANNOUNCES SWISS MANUFACTURE AND THE REVIVAL OF JOHN HOLLAND

Exclusive Première Preview event at the Zug boutique, hosted by Samuel Naldi alongside Swiss watchmaking legend Jean-Claude Biver and automotive figure Ronnie Kessel. All images all rights reserved.

A landmark rebranding marks the evolution of Switzerland’s leading fine writing boutique into a global curatorial house — and a new chapter opens with a Swiss manufacturing initiative, the rebirth of a historic American pen brand, and ambitious international expansion.

Zug, Switzerland — 29 June 2026: Writing Culture — the new identity of Style of Zug, Switzerland’s celebrated destination for rare and extraordinary writing instruments headed by Samuel Naldi — today unveils a sweeping set of announcements: a new brand identity, the reopening of its refurbished Zug boutique, the launch of a Swiss- based manufacturing initiative named Mechanics of Writing, and the revival of the historic American pen brand John Holland. These announcements follow four years of growth exceeding 400% and mark a decisive step in the house’s transformation into a global curatorial authority for fine writing.

​The rebrand, goes far beyond a visual refresh. It represents a fundamental shift in how the house defines itself: no longer simply a retailer of luxury pens, Writing Culture now stands as a curatorial authority — a place where collectors, connoisseurs, and those who believe in the enduring power of the written word come to build collections of intrinsic, aesthetic, and historical value. The new identity is anchored in a rich colour palette of earthy tones — from Antique Ebony and Obsidian Ink to Parchment Beige — that evoke the materials of fine writing itself: aged leather, amber ink, warm wood.

The new logo pairs a flowing script wordmark — evoking the organic movement of ink on paper — with the clean authority of a classical serif typeface, a visual language the creative team describes as quiet luxury: elegant, self-assured, and rooted in tradition. The accompanying icon, a radial composition born from the rhythmic repetition of the letter “W,” serves as the house’s seal — a timeless mark of cultural authority that appears across everything from wax-sealed correspondence to embossed leather agendas.


“I have always believed that a pen is not just an object — it is a vessel for thought, for legacy, for the stories that matter most. With Writing Culture, we are building a house worthy of that belief. This is not a rebranding in the conventional sense. It is a declaration of what we have always stood for, made visible.”  Samuel Naldi — Founder & CEO, Writing Culture

The Zug boutique, closed for a complete refurbishment, reopened on Saturday, 30 May 2026 with an intimate evening hosted by Christa Rigozzi for selected clients and friends of the house — a private first encounter with the new identity and the refurbished space. The Première Preview on 25 June 2026 follows as the wider public announcement, extending the conversation to a broader audience and unveiling the house’s full strategic ambitions. Together, the two events mark Writing Culture’s transition into its next chapter: a house of culture as much as commerce, where the ritual of handling an extraordinary pen is understood as an act of connection with human history. Writing Culture continues to carry an authorised selection of the world’s most prestigious writing instrument Maisons — among them Montblanc, Montegrappa, Namiki, Elbwood, Yard’o’Led or Caran d’Ache — alongside rare and limited editions curated for their technical precision, historical relevance, and enduring beauty.


A NEW ERA OF SWISS MANUFACTURING

Led by engineer Davide Zanghi, the Mechanics of Writing initiative is developing new competencies in precision engineering, manufacturing, and gold nib production. Currently operating from a temporary facility in Rotkreuz, the company will move to a permanent location in the Zug area. The philosophy is straightforward: remove compromise from the starting point of product development. The objective is not to create the easiest product to manufacture, but the most meaningful, engaging, and rewarding product to own and use.

THE REBIRTH OF JOHN HOLLAND

Founded by an Irish immigrant who built his entrepreneurial journey in the United States, John Holland became known for producing elaborately decorated metal overlay pens and handcrafted gold nibs. Writing Culture has chosen to revive John Holland not by acquiring a contemporary brand, but by bringing back one of the names that helped shape the very foundations of the industry itself. Driven by a strict Swiss-Made standard, 100% of the production — including the in-house manufacturing of the nibs — takes place in Switzerland.

The first collections will include the Klondike, a large model inspired by the spirit of exploration of the gold rush, and the Empire State, a medium-sized flagship collection celebrating ambition and progress.

While Writing Culture, Mechanics of Writing and John Holland are founded by Samuel Naldi, all of the companies operate with different operational and management teams and follow a completely free decisional approach to the respective strategies and scope.

INTERNATIONAL EXPANSION & STRATEGIC GROWTH

At the same time, Writing Culture is pursuing an ambitious international expansion strategy focusing on New York, Milan, Dubai, and London, with specific properties currently under evaluation. The first two international locations are scheduled to open within the next 18 months, followed by the others in two to three years. To support this broader development, Writing Culture plans to invest several million over the next few years. The strategic manufacturing and brand revival announcements were unveiled during an exclusive Première Preview event at the Zug boutique, hosted by Samuel Naldi alongside Swiss watchmaking legend Jean-Claude Biver and automotive figure Ronnie Kessel.


"Our ambition is to introduce consumers who already appreciate fine watches, automobiles, fashion, and collectible objects to a category that embodies the same level of technical complexity, heritage, savoir-faire, and emotional value. Through John Holland, Mechanics of Writing, and Writing Culture, we aim to contribute to a new chapter for the writing industry by placing innovation, craftsmanship, emotion, and culture back at the centre of the conversation.” Samuel Naldi — Founder & CEO, Writing Culture

“If I receive a printed card with just ‘Happy New Year’ and a printed signature, I don’t even look at it; it feels too commercial. But if someone writes it by hand, with a little effort, even with spelling mistakes, it has value, because you know it comes from the heart.” Jean-Claude Biver — Swiss Watchmaking Legend

“Contemporary collecting is no longer primarily about possession but about meaning. Whether it is an iconic automobile or an exceptional fountain pen, both the art of writing and the world of automotive collecting are entering a new era — one defined by the discreet luxury of time deliberately dedicated, and by the central role of highly personalized service." Ronnie Kessel — Swiss Automotive World

KEY FACTS
The brand name changes from Style of Zug to Writing Culture, effective 30 May 2026. The Zug boutique reopened on Saturday, 30 May 2026 following a complete refurbishment. Founded in 2000 by the Naldi Family, the house is celebrating over 25 years of fine writing in Switzerland. New Swiss manufacturing initiative: Mechanics of Writing, led by engineer Davide Zanghi, based in the Zug area. Revival of historic American brand John Holland under a strict Swiss-Made standard. First collections: Klondike and Empire State. International boutique expansion targeting New York, Milan, Dubai, and London, first two locations within 18 months.

Website: writingculture.com.
Boutique: +41 41 710 93 29.
Instagram: @writing_culture.

Writing Culture. The home of fine pens. Heritage, you can hold

Writing Culture (formerly Style of Zug) is a global hub specialising in luxury writing instruments, founded in 2000 by the Naldi Family in Zug, Switzerland. The house operates as a curatorial authority, offering collectors and enthusiasts access to the world’s rarest and most extraordinary pens through its boutique in Zug and its international online store. Writing Culture is an authorised retailer for Montblanc, Montegrappa, Namiki, Elbwood, Yard’o’Led, Sailor, Caran d’Ache, Graf von Faber-Castell, and other prestigious Maisons. It serves an international customer base spanning Europe, the United States, and the Middle East, and is committed to an omnichannel strategy combining the strengths of physical and digital experiences. Its mission is to celebrate the culture behind the written word and to guide the building of collections with intrinsic, aesthetic, and historical value.