Rome, Cannes and Belgrade mark new locations for Monaco brand.

Delicate jewellery brand APM Monaco is continuing its European outreach with three store openings in Rome, Belgrade and Cannes.

The Monaco-based brand, which officially launched in the UK market earlier this year, now owns and operates stores in Australia, Hong Kong, China and Spain, and has a distribution office in London’s Hatton Garden.


A spokeswoman for APM told Professional Jeweller that the Cannes store had opened on July 8, with plans to hold an opening party in the coming weeks. The Cannes store is the brand’s first retail presence in France.

The new stores continue the brand’s penchant for all-white interiors and chunky white showcases, with feature walls of product imagery and campaign model shots.

APM is said to be planning further store openings "in the next season" but could not confirm their locations.

The brand uses silver, cubic zirconia, ceramic, gold, diamonds and gemstones for its collections, released on a monthly basis to allow retailers to buy into collections as they like, cherry-picking product to suit their store and customer demand. The brand is distributed in the UK through Lawrence Blunt.

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