The Société des Bains de Mer (SBM) unveiled ambitious projects for 2025 during a press gathering held at the Hôtel Hermitage on January 8th. CEO Stéphane Valeri highlighted the group’s remarkable achievements in 2024 and shared bold plans to elevate Monaco’s appeal further.
SBM experienced a stellar year-end, with visitor numbers soaring across its hotels, restaurants, and casinos. Notably, the New Year’s Eve festivities drew an impressive 23,000 guests, marking a 50% increase from the previous year. The dazzling Christmas decorations at the Place du Casino also garnered widespread praise, setting a new standard for seasonal celebrations.
The recent launch of New Moods, an approachable and vibrant venue, surpassed expectations, quickly earning its place as a local favorite. Meanwhile, Stéphane Tendero, a prominent figure in the Parisian dining scene, has taken the reins at the Café de Paris Monte-Carlo, promising an exciting new chapter.
SBM’s flagship project, Monte-Carlo One Courchevel, is set to redefine Alpine luxury when it opens in 2026. Nestled in Courchevel 1850, the resort will feature exquisite dining, an opulent spa, and a mountain edition of the famed Jimmy’z nightclub.
Closer to home, the Monte-Carlo Beach will undergo a transformation to enhance its seaside allure. Plans include renovations to Le Deck restaurant, refreshed poolside amenities, and the arrival of renowned international brands such as Jondal and Sea Satin, bringing fresh energy to the summer season.
Expanding Horizons
SBM is extending its global footprint with the launch of the Monte-Carlo Club 1863 in Dubai, blending Mediterranean and Monegasque cuisine. Back in Monaco, the Hôtel de Paris cellars will soon feature a tasting experience showcasing its exceptional wine collection, while the new Monte-Carlo Cigar Club aims to become a global benchmark for cigar aficionados.
With these initiatives, SBM is poised to set new standards of luxury and innovation in Monaco and beyond.