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Spring collections in jewellery often arrive with familiar signals: softer colours, lighter styling and a suggestion of renewal. What makes the Printemps collection by APM Monaco distinctive is the way the brand has expanded that seasonal idea far beyond jewellery alone. Rather than simply releasing a new group of pieces, the Monaco-based house has built an entire visual and experiential world around one defining colour story — Pastel Lilac.
Across lookbooks, campaign imagery, accessories and global activations, this soft lavender tone becomes the connective thread running through the collection. The jewellery itself sits at the centre, but everything around it — the styling, photography and physical environments — reinforces the same gentle, spring-driven atmosphere.
The result is a launch that feels less like a traditional product release and more like a carefully constructed seasonal identity.
Within the brand’s presentation materials, the campaign moodboards reference Pantone 14-3812 TCX — Pastel Lilac as the defining shade shaping the collection’s visual direction.
This tone appears consistently throughout the campaign. Lilac environments frame the jewellery in photography and film, while pastel balloons, vehicles and graphic compositions reinforce the colour story. Fashion styling in the campaign mirrors the same palette, creating a cohesive visual environment in which jewellery, clothing and background merge into a unified spring aesthetic.
The brand describes lilac as a colour that captures the essence of spring, bringing a delicate glow to the jewellery and softening the structured geometry of the designs themselves. Against these pale violet tones, pavé-set stones appear brighter and more luminous, while polished metal surfaces take on a cooler clarity.
Rather than functioning as a decorative accent, lilac becomes the emotional centre of the collection. It shapes how the jewellery is seen, photographed and experienced.
Eva Longoria wearing layered jewellery from APM Monaco’s Printemps collection alongside Torsade Pavé bangles and hoop earrings
The jewellery within the Printemps collection reflects a design philosophy built around structure and precision. Rings, bracelets, necklaces and earrings are constructed using geometric stone arrangements and carefully balanced forms that emphasise symmetry and light.
Pavé-set stones form shimmering surfaces across many of the pieces, creating the effect of frozen light when viewed from different angles. The stones are arranged to maximise reflection, allowing even relatively delicate designs to feel visually striking.
Several pieces echo elements of Art Deco design language, particularly in the use of straight lines, repeating structures and architectural symmetry. This influence gives the collection a sense of modern refinement while maintaining a connection to classic jewellery design traditions.
The pieces are designed to move easily between statement jewellery and everyday wear. Their structured forms allow them to stand alone, while their scale and proportions make them equally suited to layered styling.
Torsade Pavé ring from the Printemps collection by APM Monaco featuring lilac-toned stones set between twisted gold bands
One of the most recognisable motifs within the collection appears in the Torsade Pavé pieces. The name refers to the twisting structure framing rows of pavé stones, where braided metal edges curve gently around bright stone surfaces.
This twisting silhouette adds texture and movement to the jewellery. The metal appears to fold around the stones, creating a dynamic contrast between smooth pavé brilliance and sculptural metal edges.
In campaign imagery, the torsade designs appear across bangles, rings and earrings. When worn together they create a rhythm of light and texture, emphasising the brand’s focus on layering and stacked jewellery styling.
Layering plays a central role in the way Printemps is presented. The campaign repeatedly shows multiple rings worn across the same hand, stacked bracelets wrapping the wrist and necklaces layered at varying lengths across the neckline.
This styling approach allows the jewellery to feel adaptable and personal. A single ring or bracelet can function as a subtle accent, while several pieces worn together create a more expressive statement.
The concept reflects a broader shift in contemporary jewellery design, where pieces are increasingly created to interact with one another rather than existing as isolated objects.
Model Baptiste Giabiconi wearing layered necklaces and bracelets from the Printemps collection by APM Monaco against a pastel lilac campaign background
The Printemps campaign is fronted by Eva Longoria, who appears wearing multiple pieces from the collection in a series of softly lit portraits.
In the imagery she is styled in garments that echo the lilac palette of the campaign environment. Rings, bracelets and necklaces from the collection are layered across the hands and neckline, reinforcing the brand’s emphasis on stacking and personal styling.
Longoria’s presence adds a sense of recognisable glamour to the campaign while maintaining the softness and elegance associated with the collection’s aesthetic.
Eva Longoria wearing layered jewellery from the Printemps collection by APM Monaco in campaign imagery set against a lilac background
Alongside the campaign imagery, APM Monaco has activated the collection through its network of international brand ambassadors.
Among them is Charles Leclerc, who serves as a global ambassador for the brand. In Asia, the brand is represented by actress Yang Zi and actor Zhou Yiran, strengthening the Maison’s visibility across key regional markets.
Members of the founding Prette family also appear at major events connected to the launch, reinforcing the brand’s identity as a family-founded business with global ambitions.
Global ambassadors Yang Zi, Charles Leclerc and Eva Longoria appear in campaign imagery for APM Monaco’s Printemps collection.
To support the launch of Printemps, APM Monaco staged a series of immersive events designed to present the collection within physical environments.
In Paris, the brand opened a pop-up space in the Le Marais district, where guests previewed the collection within an installation shaped around light, colour and craftsmanship. Visitors moved through displays that echoed the lilac colour palette of the campaign while showcasing jewellery pieces in sculptural arrangements.
In Shanghai, the brand extended the idea further with a dedicated exhibition celebrating both the new collection and the broader story of APM Monaco. The exhibition invited visitors to explore the jewellery creation process, from moodboard inspiration through sketching and design to the finished piece.
Interactive demonstrations allowed guests to experience aspects of the craft themselves, including micro-setting techniques used in jewellery production.
These events positioned the collection as more than a set of objects. They transformed the launch into an experience.
Immersive exhibition space showcasing the creation process and design inspiration behind APM Monaco’s Printemps collection
Printemps also introduces a selection of accessories designed to extend the collection’s colour narrative beyond jewellery.
Pastel-toned handbags, suede-style bucket bags and jewellery boxes appear alongside the jewellery pieces, allowing the lilac theme to continue through multiple product categories.
By expanding the colour story into accessories, the brand reinforces the idea of Printemps as a full seasonal identity rather than a single jewellery release.
Founded in 1982, APM Monaco positions itself as a contemporary jewellery house inspired by the lifestyle of Monaco and the South of France. The company operates with an in-house manufacturing structure across several production sites, enabling it to maintain control over design, quality and production.
This vertically integrated approach allows the brand to move quickly between concept, production and retail presentation — a capability clearly visible in the scale and coherence of the Printemps launch.
Campaign visuals for APM Monaco’s Printemps collection featuring lilac-themed graphics, jewellery imagery and lifestyle storytelling centred around the brand’s spring aesthetic
What makes Printemps compelling is not simply the jewellery itself but the way the collection has been constructed as a complete visual system. By centring the launch around Pantone Pastel Lilac, APM Monaco has created a unified world where colour, design and experience all reinforce one another.
The geometric pavé jewellery provides the structural foundation, while the lilac environments soften the presentation and evoke the mood of spring. Ambassador appearances, immersive exhibitions and accessory extensions all contribute to the same narrative.
In doing so, APM Monaco demonstrates how contemporary jewellery collections can operate not just as product launches, but as carefully orchestrated seasonal identities.
Explore the full Printemps collection by APM Monaco, where pastel lilac, geometric pavé designs and stackable silhouettes define the Maison’s spring jewellery story.
View the collection online:
uk.apm.mc/collections/printemps
For more featured jewellery launches, brand insights and collection analysis, explore the latest features now live on The Jewels Club.
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