APM Monaco has joined forces with AS Monaco, becoming the main partner of the Principality club in a likely and logical coming together of two proudly Monegasque entities.

Having been founded in Monaco by Ariane Prette in 1982, APM Monaco has since spread across the globe, boasting over 400 stores worldwide selling luxury jewellery inspired by the crown jewel of the Côte d’Azur where it all began.

The Monegasque brand will first be featured on the Monaco players’ shirts on the occasion of the home match against Brest at the Stade Louis II on Sunday, November 5. The APM Monaco logo will replace that of Visit Monaco, which temporarily filled in the front of the shirt from the start of the 2023/24 season until now.

The club’s CEO, Thiago Scuro, said “we are delighted to welcome APM Monaco, a symbol of Monegasque elegance, as the Club’s new main partner. This association between two brands sharing the same local anchorage and both showcasing the Principality on the international stage was an obvious choice.”

APM Monaco CEO Philippe Prette shares Scuro’s enthusiasm; “as a Monegasque brand, we are extremely proud to support AS Monaco. This partnership was an obvious way of highlighting our Monegasque origins and our pride in contributing to the image of the Principality. It’s a wonderful professional and personal adventure.”