Ice Watch wholesaler Larry Porter officially launched French fine jewellery brand, apm Monaco, to Australian jewellery retailers at the Melbourne Jewellery Fair.
Porter, who successfully introduced Australians to Ice Watch fashion watches three years ago, said he was confident apm Monaco would be equally popular locally as the brand “made fine jewellery more accessible”.
“I first saw the brand at BaselWorld last year and was immediately impressed,” he said.
“I was attracted to the quality of the jewellery and the fact that the brand introduces a new collection each month.”
The brand, which has been softly launched into around 70 stores in Australia since September, features rhodium plated sterling silver and nine carat gold and diamond jewellery.
Porter said the silver collection’s price “sweetspot” was $50 to $300 while the gold collection’s “sweet spot” was $300 to $1200.
He said each collection was supported by original lifestyle photography and videos set in Monaco.
“This ensures each collection is not only product driven but supported by aspirational lifestyle imagery that is the very essence of the brand.”
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