APM Monaco

APM Monaco takes its name from its founder’s initials and home city, and everything about the brand still carries that South of France signature, sculptural pieces built around specific, recognisable motifs, Météorites, KAA, Nacre, Éte.

Founded in Monaco in 1982, with creative direction still inside the founding family, the brand has grown from a single boutique into a global one, boutiques across Europe, the Middle East, Asia-Pacific and the Americas, and seven regional Shopify Plus stores serving the UK, US, France, the Middle East, Japan, Asia and the international market, and we are proud to have worked with the team there since the start of 2024.

A brand whose entire identity is built on one place needs six more digital local roots, so London, Miami, Paris, Dubai and Tokyo can each be found in their own right. The seven stores mirror the boutique network, one for each market where APM Monaco already has a physical presence. Without strong local entity signals, Google kept defaulting to the international domain instead, ranking it above the regional stores in their own territories.

The boutique network had a parallel problem. The physical stores are a genuine strength of the brand, but the existing store locator rendered entirely through JavaScript, so none of the address, hours or location detail existed to a search crawler, even though it looked perfectly fine to a human visitor.

The entity work went store by store. One shared Organisation schema referenced everywhere would have been the easy path, and it is the structure that lets a global domain absorb the ranking weight that should belong to each local store, so each regional domain now carries its own verifiable entity signal, referencing its own local details while connecting back to the wider APM Monaco group.

The graph is kept deliberately small. The sitewide Organisation entity links out to the store locator, so crawlers follow the link to the complete per-store detail and the entity itself stays a manageable size. Implementation runs through the brand’s own in-house developer working from our audit and specification, with in-person sessions at the Hong Kong office where the work needs it.

For the UK and US stores we built custom Liquid sections carrying the full boutique network as structured data, every address, opening hours and location readable in the raw HTML, replacing a locator that only existed after JavaScript ran. The boutiques are a genuine strength of the brand, and that structured data is what lets a search or a shopping agent route a customer straight to one.

Around the on-site work, citation building was weighted to value, with the harder-to-earn placements reserved for membership-gated trade directories like the National Association of Jewellers in the UK and Jewelers of America in the US.

When the brand confirmed a change to how its materials are described, it had to land across seven stores and multiple languages at once, and we treated it as infrastructure: collection-by-collection swaps backed by proper redirects, so every old page retired cleanly with nothing left lingering in the index alongside its replacement.

French broke the pattern every other market followed, because the same word covers both the material and the colour, so a blanket removal would have stripped legitimate colour language along with the term being retired. That was caught before the French store was scripted, and the French files go through a native language check before anything goes live.

The relationship runs on a bi-weekly video call with the ecommerce team, email in between, and the decisions and actions from each session written up so nothing drifts between calls, with in-person working sessions at the brand’s Hong Kong office when the work is best done in the room.

The client’s own team owns the execution. Their in-house developer implements the technical work from our specification, their team runs the bulk import process for content and metadata changes with our files and sign-off flow, and every file for the French store passes their native language check first.