Define the position. Then raise the volume.

When APM Monaco entered China, the first problem was not how to obtain more exposure. It was how to let the market understand quickly what position the brand should hold in China’s jewellery market.

We defined the position first, between fine jewellery and fast fashion, and then used launches, creator partnerships, talent and channel management to reinforce that position. Volume stopped being scattered exposure and began accumulating around one consistent character.