Jewelry Brand APM Monaco Brings 40th Anniversary to Life at Formula 1

There are not as many spectacles as grand as the Formula 1 race weekend when it comes to luxury brands. Some of the world's most luxurious brands come together to sponsor various events or race car drivers during Grand Prix weekend, as did jewelry brand APM Monaco during the Monaco Formula 1 race. Formula 1 racing is known as the "King of Motorsports," and Monaco is the most elite race within the series. As of June 2022, the month after the Monaco Grand Prix, Formula One Group has a market cap of 14.62 billion U.S. dollars, per Nasdaq. This is why it made perfect sense for APM to celebrate its milestone 40th anniversary with several exciting activations during the race weekend at the end of May.

APM Monaco is a brand that already has deep roots in the Côte d'Azur, as it was founded in 1982 by Ariane Prette — aka Ariane Prette Monaco "APM." This family business has grown exponentially over the past 40 years, and now has more than 400 brick and mortar storefront locations worldwide. Now run by Ariane's son, Philippe Prette and his wife, Kika, APM Monaco has proven to be a mainstay as an elegant, chic jewelry retailer. Philippe serves as the brand's Chief Executive Officer, while Kika serves as APM Monaco's Chief Creative Officer.

To commemorate its 40th anniversary, APM Monaco utilized the Grand Prix weekend as the perfect time to announce several new partnerships. First, the brand launched a collaboration with champion racer and Monaco native, Charles Leclerc, who wore the company's logo on his racing suit throughout the weekend. The next partnership is with one of Monaco's most exciting nightlife venues, the iconic MK Club. This included a race weekend afterparty to bring the Grand Prix to a close along with a celebration for APM's accomplishments.

To commemorate its 40th anniversary, APM Monaco utilized the Grand Prix weekend as the perfect time to announce several new partnerships. First, the brand launched a collaboration with champion racer and Monaco native, Charles Leclerc, who wore the company's logo on his racing suit throughout the weekend. The next partnership is with one of Monaco's most exciting nightlife venues, the iconic MK Club. This included a race weekend afterparty to bring the Grand Prix to a close along with a celebration for APM's accomplishments.

The brand also announced its exciting anniversary collection, "Yummy Bears," which includes colorful teddy bear pendants that are designed to bring fond memories to each owner. Last month, APM Monaco paid tribute to the Cannes Film Festival with its FESTIVAL Collection. This collection had statement pieces targeted for red carpet events in honor of the film festival. For June, APM Monaco went with a more understated collection with cute pieces meant to be mixed and matched for various summer situations. Of course, APM Monaco boasts its famous MÉTÉORITES Collection where consumers can personalize brand favorites from bracelets to necklaces to plates are brand favorites.

Additionally, APM Monaco offers customers a Wonderland Program where they can take advantage of a 2-year warranty and a lifetime repair fee of only 20 euros. Moreover, as the materials used in the jewelry are recyclable, APM Monaco has a policy that enables customers with the program to trade in their old APM Monaco jewelry in. With this program, they are credited with 15% of the original value of the recycled jewelry,l redeemable at up to 15% of the value of the next in-store purchase.