It was a triumph for the concept of keeping it simple. Bich was in many ways the inventor of 'low-cost', offering cheap and effective solutions to consumers rather than bowing to a market dictated by sophistication. It was also one of the first examples of globalization. You can find these pens everywhere because Bich had a modern concept of low-cost, global marketing. They invented or adopted many of the principles we talk about now, but at a very early stage.

Stephane Dieutre