The Monegasque group is partnering with Profirst France to organize a new Grand Prix de la Haute Joaillerie (GPHJ), which aims to become a platform for recognition, dialogue, and inspiration for all players in the industry.
Its intention is to make it a “new must-attend event in the international ultra-luxury calendar.”
The Monte-Carlo Société des Bains de Mer Group (SBM) has just announced the very first edition of the Grand Prix de la Haute Joaillerie (GPHJ), which will take place on October 25, 2025, in the Salle des Étoiles at the Sporting Monte-Carlo.
This new Grand Prix de la Haute Joaillerie was co-founded by the Monte-Carlo Société des Bains de Mer Group (SBM), led by Deputy Chairman Stéphane Valeri, and Profirst France, chaired by Jean-Philippe Braud, who will be responsible for managing the event.
Ambitious projects
Jean-Philippe Braud co-founded Profirst France in 2000 and has been at its helm ever since. According to the press release, the company “imagines and orchestrates ambitious projects,” “combining design, scenography, and brand strategy” “for the world’s leading fashion, jewelry, and watchmaking houses.” Profirst is located at 15, rue de la Paix, next to the heart of Place Vendôme, the cradle of fine jewelry.
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