Cocktails on the terrace of Hotel de Paris to celebrate Ateliers deMonaco’s first anniversary

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

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.

Cocktails on the terrace of Hotel de Paris to celebrate Ateliers deMonaco’s first anniversary
Cocktails on the terrace of Hotel de Paris to celebrate Ateliers deMonaco’s first anniversary

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.

Master horologer and co-founder Pim Koeslag welcoming some icons out of the world of luxury, fashion and private banking - Frank Muller, Kenzo & Piero Grandi.
Master horologer and co-founder Pim Koeslag welcoming some icons out of the world of luxury, fashion and private banking – Frank Muller, Kenzo & Piero Grandi.

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.

Chamberlain to HSH Prince Albert II congratulating Initiator and co-founder Robert van Pappelendam
Chamberlain to HSH Prince Albert II congratulating Initiator and co-founder Robert van Pappelendam

“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.”

The Ronde d'Or Royale - The Prince's choice
The Ronde d’Or Royale – The Prince’s choice

“So many have asked us, why Monaco, and the short version of 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.”

Secretary-General Red Cross Monegasque, President du Conseil d’Etat & President du Conseil de l’ordre des experts  comptables Monaco
Secretary-General Red Cross Monegasque, President du Conseil d’Etat & President du Conseil de l’ordre des experts comptables Monaco

“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 HAUTE HORLOGERIE, but this time from MONACO!”

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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. Despite His full calendar,  H.S.H. Prince Albert II invited the brand for a private meeting in the Palace just a couple of days after the cocktail event. 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:

H.S.H. Prince Albert II of Monaco officially receiving his first Ateliers deMonaco watch Crédit photo: Gaetan Luci - Palais Princier
H.S.H. Prince Albert II of Monaco officially receiving his first Ateliers deMonaco watch Crédit photo: Gaetan Luci – Palais Princier

“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!”

Watch with special engraving chosen by H.S.H. Prince Albert II of Monaco
Watch with special engraving chosen by H.S.H. Prince Albert II of Monaco
As you can see, a lot of progress, much more to do….in the end, the biggest reward for us is to see our end-consumer deeply enjoying the bespoke experience created for them, and if asked, readily sharing with like-minded people!
Nothing beats the feeling of wearing an Ateliers deMonaco watch yourself
Nothing beats the feeling of wearing an Ateliers deMonaco watch yourself



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