Formula 1 races are spectacles that incorporate all of the best aspects of various sports: the energy of a Super Bowl, the opulence of Wimbledon and the final-seconds thrill of the Kentucky Derby. One of the most stunning Formula 1 tracks is in Monaco, where the 2022 Grand Prix recently took place at the end of May. This race is one of the most premier events on the French Riviera that draws in some of the world’s top celebrities, as well as more than 100,000 spectators. The race in Monaco represents the jewel of the ‘Triple Crown’ of Motorsport, making it the most important race in the entire sport. Some of the celebrity attendees at this year’s race include Naomi Campbell, Patrick Dempsey and Jacob Elordi.
Along with the myriad of familiar faces in Monaco were some of the world’s most luxurious brands. Many companies are involved in the races — from dressing drivers or hosting events to having logos placed throughout the track or on the car, the event is a display of lavish labels. One of the participating brands last month was APM Monaco, a family-owned and operated jewelry company that celebrated its 40th anniversary at the motorsport extravaganza.
The company has had roots in Monaco since the 1980s, when Arianne Prette began APM Monaco, and it is now managed by her son and his wife, Philippe and Kika Prette. Philippe and his son, Louis Prette, have been Formula 1 aficionados for several years, even winning races of their own. Philippe has won the Ferrari Challenge Asia five times, and Louis won the Ferrari Challenge Europe once. Looking ahead, Louis will be racing in the 24 Hours of Le Mans with Ferrari for the second time.
It only made sense for APM to celebrate the major milestone in the Côte d'Azur, beginning with a bash in Cannes, followed by three primary events throughout the Grand Prix Monaco race. Perhaps the most prominent activation was the launch of a partnership between APM Monaco and Charles Leclerc, a renowned racer who is part of the Ferrari team and wore the APM logo on his racing suit throughout the Grand Prix weekend in Monaco.
APM Monaco also kicked off a partnership with MK Club, one of Monaco’s most beloved night clubs. The MK Club is located next to the Formula 1 race track in the Port of Monaco, and the club is a hotspot for Formula 1 newbies and experts alike. This announcement comes on the heels of a redesign by the MK Club, and it deepens the true connection between APM and the city of Monaco.
In addition to these special collaborations, the jewelry brand also integrated strategic social media partnerships into the 40th anniversary celebrations. APM invited French influencer Lena Mahfouf (Lena Situations) to Monaco to capture content and spend time with the team, as well as one of the notable faces of the brand, Thylane Blondeau. Along with the social content that Lena captured in Monaco, APM then sponsored a project called “Lena Around the World.” To close the festivities out, APM hosted a dinner at La Mome and an afterparty at the MK Club.
The teddy bear is something that is nostalgic for nearly everyone, no matter who you are, so APM Monaco’s 40th anniversary collection is a nostalgic nod to just that. The Yummy Collection features jewelry with colorful “Yummy Bears.” These represent comforting and loving values, just like this family business stands for.