The boutique (and boutique only) idea is brought in by Omega around 2010. After that, many watch brands follow this trend and it has many benefits:
1) eliminate the middle man, means more profit for manufacturers
2) control the market stock, quickly know which design is better
3) better relationship with customers
and most important, 4) avoid situation Rolex/Patek facing now(sales of those two brands now are mostly controlled by "God Fathers", see Chicago CD Peacock court record)
Richemont group is a watch group, every step it has done on Montblanc follows the market direction that watch industry has taken. In a few years, I will not be surprised the Montblanc would be a boutique only brand. It might not be able to work with fountain pen, but this is a knowing direction.