In the glittering heart of the Principality of Monaco, where the Mediterranean caresses the coast and glamour is a native tongue, stands a luxury empire that has enchanted the world for more than 160 years: the Société des Bains de Mer. More than a company, SBM is a vision, a universe where every detail tells a story of excellence, beauty and passion. Monte Carlo would not be Monte Carlo without it. Among iconic palaces, legendary casinos and terraces overlooking infinity, SBM embodies the most refined essence of Monegasque glamour.
A visionary historical heritage
The Société des Bains de Mer was founded in 1863 at the instigation of Prince Charles III, with the aim of turning Monaco into a destination for luxury and entertainment. François Blanc, a visionary entrepreneur from Homburg, acquired SBM and led the Principality’s transformation by building the Casino. The chosen site, the Spélugues plateau, was then arid and cultivated with olive and citrus trees. Later, the need for somewhere to accommodate the players led to the Hôtel de Paris, Café de Paris and sumptuous gardens. The name Monte Carlo officially came into being in 1866. By 1869 the destination was already attracting more than 170,000 tourists, including distinguished figures such as Alexandre Dumas and the Prince of Wales. In subsequent years, SBM continued to expand with ambitious architectural projects, theatrical performances and technical innovations such as electric lighting and the introduction of the motor car. In the twentieth century, Monte Carlo became synonymous with glamour, hosting society events, motor rallies, Russian ballets and international artists. The marriage of Prince Rainier III and Grace Kelly in 1956 sealed the Principality’s fairytale image. From the 1960s onwards, SBM diversified its offering with new properties, festivals, nightclubs and prestigious restaurants. In the twenty-first century, the company continues to innovate through luxury hotels, iconic renovations and new restaurant openings, maintaining its central role in Monaco’s cultural and tourism life.
A discreet, exclusive empire
Today SBM is a holding company orchestrating the most exclusive side of Mediterranean life: an ecosystem of desires, a quiet director conducting luxury with the grace of an invisible ballet. There are four legendary hotels, each embodying the brand’s timeless elegance in its own style: the iconic Hôtel de Paris Monte Carlo; the romantic Hôtel Hermitage; Monte Carlo Beach, a villa pieds dans l’eau with just forty rooms; and the modern Monte Carlo Bay Hotel & Resort. There are also more than thirty restaurants, including Le Louis XV – Alain Ducasse à l’Hôtel de Paris, Le Grill, Blue Bay, L’Abysse Monte Carlo – Yannick Alléno, Pavyllon Monte Carlo, a restaurant by Yannick Alléno, and Elsa.
With this extensive offering, the Société des Bains de Mer occupies a commanding position on the Mediterranean dining scene, and every table is an invitation to a sensory journey. Italian cuisine, Parisian brasserie fare, Levantine flavours and couture cocktails: every desire finds its mise en place, every hour has its ritual, every occasion becomes a celebration. Here taste is not only pleasure, but art, identity and experience. Nightlife pulses through Jimmy’z, Buddha Bar and Blue Gin, where dawn is merely a detail and sleeplessness becomes an art.
Aristocratic wellness with a sea view
Thermes Marins Monte Carlo rises like a temple to absolute wellbeing. With more than 7,000 square metres directly overlooking the endless blue, it is one of Europe’s most prestigious centres: an oasis where body and mind merge in an unparalleled sensory experience. Here wellness takes the form of pioneering treatments, personalised programmes and advanced technologies, all within an airy, luminous atmosphere. From thalassotherapy and anti-ageing treatments to nutrition and fitness, every detail is designed to regenerate, elevate and transform. Monte Carlo Beach Spa and the refined SPA Clarins & myBlend complete the offering, adding further shades of pleasure and relaxation to an already perfect universe. Wellbeing becomes art, and every breath fills with light.
Sources and images: Text by Isabella Radaelli. Photo credits in the captions. All image rights are reserved by their respective rights holders.
