Press release - Monaco celebrates first anniversary of its own Haute Horlogerie brand: Ateliers deMonaco.

Dear Member of the Press,

During a highly exclusive invitation only Cocktail party over the weekend in the Hotel de Paris in Monte-Carlo, Ateliers deMonaco celebrated its first anniversary as the new young rising star in the field of Haute Horlogerie.

Among the guests toasting on the prosperous future of the brand were local prominent business and government leaders, as well as some icons out of sports, fashion and entertainment field.

In his opening speech, initiator and co-founder Robert van Pappelendam gave his perspective why this event was an important milestone on the journey to create a new and exclusive Haute Horlogerie brand, but this time from Monaco.

“When we started the journey to realize our dream a couple of years ago, we wanted to create something fresh, new and innovative, yet that could compete with the highest standards of quality and watch making. No compromises, no shortcuts. And along the way we always kept this commitment to the very best in front of us. We got inspired by a quote from Sir Henry Royce: “Strive for perfection in everything you do. Take the best what exists and make it better. When it does not exist, design it.” It is this commitment we believe from the start that helped create what later became one of the most iconic luxury brands in the world. So many have asked, why Monaco, and the answer is: do you really believe Henry Royce would have created the brand as it is today if he would have been located with the rest of the industry in Detroit Michigan? So, we also chose to locate to an environment that could inspire, that has a long standing heritage of artistic achievements and lastly is in the heart of where our target consumer’s lives: Monaco. And the support we have gotten so far from the local authorities and The Palace have been tremendous. The last question that is on most of your minds is: are you nuts to create a new high end bespoke watch brand in the midst of an economic crisis? We believe no economic crisis should come in the way of us realizing our dream and the brand proposition we all fell in love with. And how are we doing so far? We closed our first Baselworld with the following facts: 7 days of exhibition, 100+press interviews, 388 business cards, 2040 minutes of planned appointments, 100,000 + visitors, and as a result multiple distribution points across Western Europe, Asia, Eastern Europe and the Middle East. Looking forward and around us today, this brand is of to an excellent start, something to be proud of and importantly to draw confidence from for the hard work ahead of us to create our NOUVELLE entry in the HAUTEt HORLOGERIE, but this time from MONACO!”.

The height of the celebration was planned to be the acceptance by H.S.H. Prince Albert II of his first Ateliers deMonaco watch, a public statement of his support of entrepreneurship in Monaco and for the Ateliers deMonaco brand specifically. Due to His full calendar,The Prince couldn’t attend this event. H.S.H. Prince Albert II invited the brand for a private meeting in the Palace just a couple of days later. In a very relaxed and intimate setting, the ateliers deMonaco team could bring The Prince up to speed on its latest innovations and plans for the future. Looking at the watch on his wrist, the event was closed by saying:
om Monaco.

“This is an extremely exciting project and it is great to see a young and passionate group of people being committed to making such high-end craftsmanship out of Monaco. I for one will be a proud wearer of your watches. We wish you the very best and hope we can stay in close contact to ensure the whole of Monaco can enjoy being part of your journey”

Below, you find high resolution photos (please click on the image to start download). For more information, visit our website: www.ateliers-demonaco.com, or contact me directly. Yours sincerely,

Elisabeth van Pappelendam, PR & Operations Manager
betty@ateliers-demonaco.com

Ateliers deMonaco
Palais de la Scala
1, Avenue Henry Dunant
98000 Monaco
Telephone : +377 97975747


H.S.H. Prince Albert II of Monaco embraces Ateliers deMonaco

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Press Release PDF English

Press Release PDF Francais

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Main Website Les Ateliers deMonaco