APM Monaco brings Monaco chic to Happy Valley in Happy Wednesday collaboration

Happy Valley Racecourse was transformed into a fashion-forward playground as APM Monaco took centre stage on a landmark Happy Wednesday, showcasing how luxury brands and elite sport can connect in innovative and contemporary ways.

The collaboration marked APM Monaco’s first partnership with Happy Wednesday, reinforcing the platform’s evolution from a race meeting into a fully realised lifestyle experience. Happy Valley was decked out in APM Monaco’s distinctive livery, turning the night into an immersive brand takeover that blended fashion, entertainment and world-class racing. A highlight of the night was the brand’s presence at The Millions, where more than 300 VIP guests were hosted for an exclusive fashion-led racing event.

Sport, Speed and Style

For Philippe Prette, CEO and co-founder of APM Monaco, sport has always been central to the brand’s identity.

“Sport is very important for us,” Prette said trackside. “We support Formula One and football because we are from Monaco, and it’s important for us to support what represents the Principality on the world stage.”
 

APM Monaco’s flagship sports partnership is with AS Monaco Football Club, where the brand has served as main shirt sponsor since late 2023, a deal recently extended through to 2026. The partnership places APM Monaco’s logo on the front of the first-team jersey, making it the first jewellery brand to front-sponsor a major European football club – a notable moment in sports marketing.

“The values are the same,” Prette said. “Elegance, pride and international reach – two Monaco brands representing where we come from.”

Beyond football, APM Monaco has also aligned with elite individuals, including Formula 1 driver Charles Leclerc, reinforcing the brand’s association with speed, precision and modern glamour.

Why Happy Valley Fits

Prette’s connection to Hong Kong racing is personal. Living in Hong Kong for much of the year, he has been a regular at Happy Valley for more than a decade.

“I used to come every Wednesday for almost ten years,” he said. “I stopped a little when we had children – it becomes more complicated – but I love this place.”

For Prette, Happy Valley reflects APM Monaco’s core philosophy.

“The DNA of APM is chic, fashion and smile,” he explained. “Here you find all of that. It’s chic, it’s fashionable, and there’s a happiness in the atmosphere. When you see the faces here, people are smiling.”

He also pointed to the charitable dimension of Hong Kong racing as a key point of alignment.

“That makes it even easier for us to connect,” he said. “It’s not just beautiful – it gives back.”
 

Reimagining Happy Wednesday

That alignment has been sharpened by Happy Wednesday’s evolution into a contemporary entertainment platform – one that extends well beyond racing alone.

Driving that reinvention is Hanane Sabri, Head of Racing Marketing, whose vision has been central to rejuvenating Happy Wednesday as a modern lifestyle brand, blending racing, music, fashion and global partnerships to attract new audiences while preserving the sport’s core identity.

“We had 18,500 fans here tonight,” Sabri said. “We want to keep rejuvenating and enhancing our Happy Wednesday brand.” 

The APM Monaco collaboration sits squarely within that strategy, demonstrating how fashion-led storytelling and immersive brand experiences can complement world-class racing rather than compete with it.

Monaco Spirit, Hong Kong Energy

Founded in Monaco in 1982 by Ariane Prette and her son Philippe, APM Monaco has grown into a global fashion jewellery brand under Philippe’s leadership and the creative direction of his wife, Kika Prette. Despite its international expansion, the brand remains family-owned and deeply rooted in Monaco’s sense of elegance, confidence and joie de vivre.

At Happy Valley, that Monaco spirit met Hong Kong’s night-racing energy – a collaboration that signalled not just a memorable race night, but a new chapter in how fashion, entertainment and elite racing can intersect.

“Horse racing today is about culture and experience,” Sabri said. “Our vision is to transform Happy Wednesday into a true destination – bringing in the right partners and brands that add value, attract new audiences and celebrate racing in a modern way.”