The Société des Bains de Mer (SBM) has announced the launch of its new international brand, Monte-Carlo One – Hotels & Residences, marking a significant step towards global expansion. Five years after unveiling the Monte-Carlo One complex on Monaco’s Place du Casino, SBM is transforming the name into a brand synonymous with luxury, exclusivity, and world-class hospitality. The first property under the Monte-Carlo One name will debut in Courchevel 1850, a renowned alpine destination, with an opening planned for the 2026/2027 winter season. This project represents SBM’s first international hotel venture, heralding a new chapter for the Monegasque group.
Located in the prestigious Jardin Alpin area, the forthcoming property will replace the historic Palace des Neiges. Swiss architects Herzog & de Meuron have been commissioned to design a cutting-edge retreat that blends seamlessly with the mountain environment while adhering to the highest environmental standards. Plans include sloped roofs, expansive luxury apartments, a state-of-the-art spa, and an opulent ski room. Construction is set to begin in May 2025, reinforcing Courchevel’s status as a premier luxury destination. Jean-Yves Pachod, mayor of Courchevel, welcomed the announcement, noting that the development aligns with the resort’s ethos of excellence and will enhance its hospitality offerings, particularly as the region gears up for the 2030 Winter Olympics.
For SBM, the Monte-Carlo One brand represents a bridge between its illustrious heritage and an ambitious vision for the future. Stéphane Valeri, Deputy Chairman of SBM, highlighted the significance of the new brand, explaining that it encapsulates a fusion of ultra-luxury, gastronomy, hospitality, and exclusivity. The brand aims to bring the Monte-Carlo experience to iconic global destinations, catering to an increasingly discerning clientele. Each property will reflect its local character while maintaining the craftsmanship and excellence that SBM has honed over its 160-year history.
Monte-Carlo One – Courchevel is being hailed as the “Alpine mirror of the Principality of Monaco” and represents the group’s ambition to expand its influence while setting new benchmarks for luxury travel. As the Courchevel property begins to take shape, SBM’s commitment to innovation and tradition ensures that the Monte-Carlo name will continue to define excellence for generations to come.
Featured image courtesy of Herzog & de Meuron: The Monte-Carlo One – Courchevel resort
