This article was originally published in the Brand Finance Luxury & Premium 50 2026.
Monte-Carlo Société des Bains de Mer (SBM) has shaped Monte-Carlo since 1863. As the group prepares to take its brand beyond Monaco for the first time – with a new hotel opening in Courchevel, and further destinations already under consideration – Henry Farr, Valuation Director and Head of Luxury at Brand Finance, sat down with Antoine Dubois, Chief Marketing and Sales Officer of SBM to talk heritage, the changing habits of the ultra-wealthy and how SBM is designing for a future beyond the French Riviera.
Chief Marketing
and Sales Officer,
Monte-Carlo Société
des Bains de Mer
You’ve been in Monaco for more than 150 years. What does that connection mean to you and what have been the key moments in SBM’s history to make it the brand it is today?
Monte-Carlo has a truly unique heritage and since our creation in 1863, we’ve played a central role in a central goal: to shape Monte-Carlo and Monaco as an attractive international destination. Our founder, François Blanc, always said that we need to give something unique to the world, and that remains our motto whenever we think about and develop what we offer in Monte-Carlo. It’s always centred around three words: dream, beauty and enjoyment.
Since the opening of the Casino de Monte-Carlo and Hôtel de Paris, we have grown year after year, adding the Opera de Monte-Carlo, Café de Paris, and more recently developing our lifestyle universe with the COYA restaurant and Amazónico. As we reshape what we do, we also stay true to our heritage. Across gastronomy, entertainment, culture, wellness and more, heritage remains important, but things are continuously moving, so we need to make sure we stay relevant and attractive around the globe. When we say “Monte-Carlo” around the world, there are always some keywords that stand out: excellence, elegance and exceptional experiences.
How do you go about building the SBM portfolio, and how do you make sure Monte-Carlo keeps its edge against destinations like Miami and Dubai?
As part of our universe and experiences, as part of Monte-Carlo, yes, we were born in casinos, restaurants and hotels. We have simple goals: to make people stay longer, make sure we can animate on a yearly basis and attract the international residents of Monaco. When we think about the portfolio today, with four hotels, two casinos, one nightlife place, two exhibitions, one opera, and 40 restaurants and bars, we know our clients are attracted by new experiences. Each time, we’re thinking about how we can use our heritage to make something new.
We are also always challenging ourselves with what we see abroad. We don’t look at Monaco as competing with France but competing with Miami, with Dubai, with all the destinations for ultra-high-net-worth individuals around the globe. They are looking for something new. They are looking to be amazed with new experiences.
What is unique about Monte-Carlo is what we offer in two square kilometres. It’s condensed and easy to navigate. The second is security; while there are destinations that may offer more restaurants or entertainment venues, visitors feel safe and secure in Monte-Carlo. The third is discretion; if visitors are in Monte-Carlo to relax or be with family, the world does not need to know they are here.
Looking ahead to what’s next, we understand that you’ll be opening a new hotel in Courchevel. Why Courchevel and skiing, given Monte-Carlo and Monaco’s identity is built on the Riviera – and what’s the thinking behind the name?
Three years ago, our Chairman and CEO made the plan and announcement that we wanted to export our brand and know-how internationally. This is partly because we believe that there are clients who trust us with their stay in Monte-Carlo and want us to deliver the same level of experience outside Monaco – the know-how around excellence and elegance can go abroad. It’s also because we believe it’s an opportunity to make Monte-Carlo better known for what we have to offer abroad. Courchevel is one destination, but when we announced the plan, it was to build a selective network of luxury destinations that complement Monaco, and invite our guests to be part of a journey with us.
Monte-Carlo’s high season is summer, and we know that a lot of our clients and residents move to Courchevel in winter, our low season. There was a perfect fit between the Riviera and the mountain. We looked at the different opportunities and believed it was not only complementary, but also a bit disruptive. We liked the idea of carrying the Riviera world and experiences to Courchevel and saying that you’ll find the best of what Monte-Carlo has to offer there too.
Of course, the hotel itself will have amazing design, and we’re working with a famous international architecture studio Herzog & de Meuron combined with a very strong designer – Hugo Toro – but really it comes down to service and attitude: what we offer in terms of quality of stay, animation, entertainment and gastronomy, and uniqueness. We still promise the same security and discretion; that’s a key element for our guests. It’s also exciting because we’ll be right alongside different competitors in Courchevel. That’s something we don’t have in Monte-Carlo. It’s the chance to be side by side and show we can be one of the best.
Even though it’s not in Monte-Carlo, it had to be part of the Monte-Carlo hotel universe – this was our ambition, to make sure we stand out. It’s also our only one to have an English name in “One”. Monte-Carlo already has the perception of the Riviera – the French and Italian Riviera – so you already have this notion built up. But being the one and only “One” was important: yes, a word in English that is well understood is also important.
If we’re looking back in five years’ time, what does the portfolio look like – how many hotels do you have?
The ambition is definitely to be in two more continents outside Europe. We mentioned the Middle East, as well as other parts of Europe. The idea, of course, is we are launching a new brand, not just a new hotel, and we need to showcase our excellence beyond Monaco in one destination first.
