Editor’s Note
**Editor’s Note:** APM Monaco expands its footprint in Lyon with its first standalone boutique, blending the brand’s signature elegance with the city’s vibrant retail scene.
The Monégasque jewelry brand APM Monaco has just established itself between the Rhône and Saône rivers. Already present with corners at Printemps and Galeries Lafayette, the principality-based group is now opening its first physical standalone store.
Described as offering “fashion-forward, chic” jewelry, APM Monaco arrives in Lyon with a flattering reputation, surely bolstered by its growing popularity. “APM represents Monaco, synonymous with elegance, savoir-vivre, and luxury,” describes the brand, which has been exported beyond the principality since 2012.
Leveraging its famous brand ambassadors, such as racing driver Charles Leclerc and actress Eva Longoria, the brand has successfully established itself in the jewelry market with its “fashion silver jewelry.”
Faced with this success, APM Monaco seems determined to invest in the Lyon market. Already present within Galeries Lafayette, the Monégasque brand had first set foot in Lyon through a corner on the ground floor of Printemps.
Regularly stormed by customers, this corner evidently motivated the establishment of a 120m² showroom, located at the corner of Rue Jean de Tournes and Rue du Président Edouard Herriot, in the former location of the Club Med boutique.
APM Monaco now counts over 500 boutiques across all continents, where the brand has managed to charm customers with its handcrafted, design-driven creations. While its jewelry is primarily composed of silver, “zircon, or freshwater pearls,” the jeweler has gained notoriety through its affordable luxury positioning.
Very popular among young people, APM Monaco is not expected to compete with other established houses that have been present in the golden triangle for decades. Starting with another well-known jewelry store on Rue du Président Edouard Herriot, whose boutique has just been elegantly renovated.