Apmmonaco

APM stands for Ariane Prette Monaco, combining the first name of the brand's founder, Ariane Prette, with its home city. The label was established in Monaco in 1982 by Ariane Prette and her son Philippe Prette, and the name has anchored its identity as a distinctly Monegasque fashion jewelry house ever since.

APM Monaco was founded in 1982 by Ariane Prette and her son Philippe Prette in the Principality of Monaco. The mother-and-son duo built the label around contemporary, fashion-forward designs inspired by the lifestyle of Monaco and the South of France, and the Prette family continues to shape the brand's creative direction.

Yes — APM Monaco released a collection with Formula 1 driver Charles Leclerc titled 'A Summer in Monaco,' which was a natural fit given that Leclerc is himself Monegasque. The collaboration fuses the brand's Mediterranean aesthetic with Leclerc's personal connection to the principality, and it was prominently featured across APM Monaco's social channels.

'Un été à Monaco' (A Summer in Monaco) is APM Monaco's Summer 2026 seasonal collection, celebrating the sun-drenched lifestyle of the French Riviera. It follows the brand's long-standing tradition of releasing themed jewelry lines that capture the joie de vivre of Monaco during the summer months.

Yummy by APM is one of APM Monaco's named collection lines, referenced consistently in the brand's social content and campaigns. It reflects APM Monaco's broader approach of giving each seasonal or thematic drop its own playful identity, making the jewelry feel trend-driven and culturally current rather than traditionally fine.

APM Monaco partnered with Hannah El-Zahed on a Spring ('Printemps') collection, continuing the brand's strategy of co-creating seasonal jewelry lines with tastemakers who embody its chic, contemporary aesthetic. The collaboration was promoted across APM Monaco's platforms as part of its Spring campaign programming.

Eva Longoria is among the high-profile names associated with APM Monaco's social campaigns, alongside figures like Cara Delevingne and Zhou Yiran. APM Monaco regularly aligns with globally recognized celebrities who reflect the brand's Monaco glamour positioning and its South of France lifestyle identity.

APM Monaco makes chic, fashion-forward jewelry designed to feel contemporary and trend-conscious rather than traditional fine jewelry. The aesthetic draws from Mediterranean contrasts and the South of France, producing pieces the brand describes as modern yet timeless — meant to complement current fashion rather than sit in a vault.

While APM Monaco was founded in the Principality of Monaco in 1982, it has grown into a globally distributed fashion jewelry brand with a large digital following dominated by audiences in the United States, United Kingdom, and Asia. Its social reach now spans well into the millions of followers across platforms, reflecting a retail presence far beyond the principality.

APM Monaco's TikTok presence has been its fastest-growing platform in recent months, outpacing its growth rate on Instagram and YouTube by a significant margin. The brand uses TikTok to spotlight new collections and its Mediterranean lifestyle aesthetic, and it has found strong traction with the 18–34 age group that makes up the bulk of its overall audience.