ABOUT

THE

BRAND

APM jewelry is chic. APM is Monaco, synonymous with elegance, savoir-vivre, and luxury living. APM jewelry is fashion-forward. APM is street style, catwalks, trends, art. APM is smiling in the South of France. A lifestyle represented by a positive attitude, a sense of welcoming, simplicity, and kindness.

We are “chic, fashion, and smile”- it’s in our creation, production, communication, distribution, and the relationship we have with our internal teams and the APM lovers around the world.

STORES

APM has around 400 stores worldwide; our retail is something we are extremely proud of. Soliciting the five senses, the APM shopping experience is thoughtful, emotional, and high-end.

Like a trip to the South of France. As you enter our different stores around the world you will always find our signature navy blue leather and Riva wood interiors, reminiscent of cruising in the South of France, on the Mediterranean. We curate a monthly playlist to match the vibe of the collection and to accompany you as you browse around.

Our store experts will guide you as you discover our jewelry library in a polished yet comforting environment. These small touches help build relationships with those shopping with us, so that they can be excited to visit our stores again and become our lifelong customers. It’s much more than just a simple transaction!

ORIGINS 

It started with a female founder and her son in Monaco, Monte-Carlo, 1982. Ariane and Philippe Prette were key manufacturers in gold, diamonds, and other precious stones for acclaimed jewelers around the world.

In 2012, backed by 30 years of dedication and experience in an industry, as well as mastering quality craftsmanship, Philippe Prette, today the CEO, created the brand APM Monaco, together with his wife Kika Prette, the Creative Director. Their vision came to life because of their combined experience in the jewelry and fashion industries. Today APM Monaco is a leader in the fashion silver jewelry market.

ORIGINS 

It started with a female founder and her son in Monaco, Monte-Carlo, 1982. Ariane and Philippe Prette were key manufacturers in gold, diamonds, and other precious stones for acclaimed jewelers around the world.

 In 2012, backed by 30 years of dedication and experience in an industry, as well as mastering quality craftsmanship, Philippe Prette, today the CEO, created the brand APM Monaco, together with his wife Kika Prette, the Creative Director. Their vision came to life because of their combined experience in the jewelry and fashion industries. Today APM Monaco is a leader in the fashion silver jewelry market.

Apm monaco creation

CREATION

The creative process of each jewelry collection starts months in advance and is led by Kika. She and her creative team imagine a universe around a particular theme; always relevant to APM brand identity. The thought process is then materialized onto a mood board which is constantly in progress; being tweaked, retouched, and added to.

The entire creative team involved then must think in a direction that harmoniously marries craftsmanship and the “chic, fashion, smile”. The mood board is the inspiration for our designers, as they integrate the themes into their drawings of the handcrafted jewelry. It is also the inspiration for the artwork on our accessories, launched in store at the same time as the jewelry. Of course, it’s also the inspiration behind our campaigns, store displays, and any other content we create on and offline. 

Apm monaco moodboardApm monaco creation

CAMPAIGNS AND COLLECTIONS

Our campaigns, shot in Monaco, showcase parts of our identity, which is influenced by the beauty and lifestyle of the Côte d’Azur: elegance, style, simplicity, and pleasure. With each campaign, APM takes you on a new adventure! For each collection, we carefully choose a campaign face that represents the essence of the collection and shares our brand values. It all comes to life with a crafted video and photoshoot, featuring this brand ambassador, putting our jewelry at center stage within the Monaco backdrop.

Apm monaco creation moodboardApm monaco creation
Apm monaco creation

CREATION

The creative process of each jewelry collection starts months in advance and is led by Kika. She and her creative team imagine a universe around a particular theme; always relevant to APM brand identity. The thought process is then materialized onto a mood board which is constantly in progress; being tweaked, retouched, and added to.

The entire creative team involved then must think in a direction that harmoniously marries craftsmanship and the “chic, fashion, smile”. The mood board is the inspiration for our designers, as they integrate the themes into their drawings of the handcrafted jewelry. It is also the inspiration for the artwork on our accessories, launched in store at the same time as the jewelry. Of course, it’s also the inspiration behind our campaigns, store displays, and any other content we create on and offline. 

CAMPAIGNS AND COLLECTIONS

Our campaigns, shot in Monaco, showcase parts of our identity, which is influenced by the beauty and lifestyle of the Côte d’Azur: elegance, style, simplicity, and pleasure. With each campaign, APM takes you on a new adventure! For each collection, we carefully choose a campaign face that represents the essence of the collection and shares our brand values. It all comes to life with a crafted video and photoshoot, featuring this brand ambassador, putting our jewelry at center stage within the Monaco backdrop.

Apm monaco production

CRAFTSMANSHIP

Over 3 decades of heritage and experience in manufacturing are at the heart of APM Monaco which means we can align our craftsmanship with that of fine jewelry making. We hand-craft our high-end silver jewelry in our own production sites and our teams oversee each stage of the process. We create about 7000 jewels every day, with 1 million stones set daily. The pieces have approximately 300 stones, mostly zirconia, or freshwater pearls. The pure sterling silver 925 we use is also mostly from recycled sources. 

Apm monaco crafting

WONDERLAND PROGRAM

APM truly believes in the forever lifespan of jewelry. With the Wonderland Program we use the love poured into our creation process to see beyond the ephemeral beauty of jewelry. The motto behind our endeavours is, “enjoy now, protect the future.” A mindset that’s been instrumental for our brand and something we want to carry out in many ways going forward.

Bring previously bought APM pieces to a store to be recycled; we will melt it and use the raw material to create new jewelry. Joining the program gives you 2 years full warranty, professional cleaning, and lifetime repair to upkeep your jewels. So that you can feel like every time, is the first time. Start now, join the movement. 

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WONDERLAND PROGRAM

APM truly believes in the forever lifespan of jewelry. With the Wonderland Program we use the love poured into our creation process to see beyond the ephemeral beauty of jewelry. The motto behind our endeavours is, “enjoy now, protect the future.” A mindset that’s been instrumental for our brand and something we want to carry out in many ways going forward.

Bring previously bought APM pieces to a store to be recycled; we will melt it and use the raw material to create new jewelry. Joining the program gives you 2 years full warranty, professional cleaning, and lifetime repair to upkeep your jewels. So that you can feel like every time, is the first time. Start now, join the movement. 

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SUSTAINABILITY

Since the start, quality, wellbeing, and spreading APM brand values and visions has been a priority for us. In addition, in recent years, we have taken up the challenge of reducing our environmental impact.

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