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.

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, when a customer searching locally needed to land on their own local store and its own local experience, not the global one.

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, because the ranking weight a customer's local search needs has to sit with the regional domain that actually serves them, not the global one. Each regional domain now carries its own verifiable entity signal and its own local boutique and store details, while still connecting back to the wider APM Monaco group.

We keep the graph small on purpose. 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. The brand's own in-house developer implements it 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. That structured data is what lets a search or a shopping agent route a customer straight to a boutique.

The most recent phase of work builds directly on the fundamentals laid years earlier. The 1.0 to 2.0 migration that first brought us in became the opportunity for a full audit of the brand's product and collection data, and that groundwork is what let us move fast on the recent agentic and schema work, bringing every regional store's signal into line with the brand's own.

Shopify's own Professional Services team ran an independent GEO readiness audit on the result, and it came back clean, corroborating the fundamentals and the entity work already in place. With the store confirmed ready, the opportunity now in front of APM Monaco is topical authority, content that steers commercial influence at each stage of a customer's search, across seven markets each carrying their own localised signal.

We weighted citation building to value off the site too, reserving the harder-to-earn placements for membership-gated trade directories like the National Association of Jewellers in the UK and Jewelers of America in the US, the kind of listing that carries real weight with a search engine or an AI model reading the brand's authority.

The partnership has evolved a long way since that first 1.0 to 2.0 migration. Working across the core ecommerce team and the wider marketing operation puts us in front of more than one internal stakeholder, and the recommendations we bring have gone as far as shaping decisions at C-suite level as the business itself has grown and changed. APM Monaco moves fast and pushes to innovate constantly, and being trusted as its Shopify subject-matter specialists, helping the brand navigate how it develops its own environment, is the part of this relationship we value most.

Business as usual runs smoothly because of how entrenched we are in how the team works and thinks, its cadence and its rhythm, and that familiarity is what lets us adapt and deploy faster than a new relationship ever could. Our role is strategy and the recommendations that follow from it, handed up to the brand's team, who make the call on what each one means commercially. The brand's own in-house developer implements the technical work from our specification, and every file for the French store passes their native language check before anything goes live.