Depending on the personality i would say.
LV is timeless classic, not too loud as well.
Bally's designs are rather nice recently, but it is rather fashionable, so if your friend is the reserved type, he may not like it.
Other choices you can consider are Classic: Dunhill, Lanvin, montBlanc,Cartier or Hermes
Hip: Prada, Gucci or Paul Smith