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On an otherwise unexceptional spring day in 2004, the first chapter of an exceptional story was written: the inaugural edition of Top Marques Monaco, proudly presented as ‘The World’s Ultimate Automobile Exhibition’.
In the presence of H.S.H. Prince Albert II of Monaco, the award-winning Grimaldi Forum, located on Monaco’s most exclusive address, Avenue Princesse Grace, opened its doors on Thursday 22 April to scores of visitors who had come from all corners of the world to see – and even drive – some of the most exotic supercars on the planet.
It was billed to be the world’s ‘most exclusive collection of rare supercars’ for auto lovers who had either ‘come to dream, or come to find the car of your dreams’, according to founder Lawrie Lewis.
Within just 12 hours, thousands of visitors had purchased tickets to see the 44 supercar and luxury brands in the Grimaldi Forum’s Espace Ravel. Meanwhile, nearby, 20 clients found themselves at the local police station as a result of the show’s unique test drive element!
‘See it! Drive it! Buy it!
“The concept of Top Marques was ‘See it! Drive it! Buy it!’, which was an easy sell,” explains Lawrie. “The idea was to get people behind the wheel of a car, to get them to drive around the Formula 1 track, and then they would buy the car.
“Of course, day one was a disaster!” he recalls. “I had gone to the chief of police well before the event to explain what was happening, and to get permission for the test drives. But he didn’t pass the message on to the officers patrolling the streets. So, when they saw these supercars flying past, there were 20 or so that were stopped and taken down to the nearest police station. Luckily, I managed to get them instantly released after talking to the chief of police, who put his hand up as said he hadn’t informed the officers on the street, and it never happened again.”
Despite teething problems on the first day, the inaugural edition held under the high patronage of H.S.H. Prince Albert II of Monaco was a huge success, measured, says Lawrie, by the number of exhibitors who signed up there and then for Year Two. “The secret to the success of a show is how quickly it sells for the next one. And we were almost full for year two at the end of the first show!”
Without a doubt, the unique selling point of Top Marques in its early years was the exclusive test drives, which quickly became a favorite among both visitors and exhibitors. Initially held on open roads near the Grimaldi Forum, these exhilarating drives took a significant leap in 2011, when a section of the Formula 1 track on La Route de la Piscine was privatized, offering select time slots for potential buyers.
Test drives remain an integral part of Top Marques today. However, organizers now offer this experience exclusively to clients interested in buying electric cars, following complaints about the noise levels during the height of the test drives.
”Ringo Starr told me this is the greatest show on Earth !” Lawrie Lewis
Given Lawrie’s impressive background in exhibitions, it was no surprise that Top Marques quickly became a success. In 1979, he had made his first foray into exhibitions with Blenheim Exhibitions Group, and by 1986, he had expanded to 40 events. By the time he launched Top Marques in Monaco, he had built a reputation for creating high-end, internationally recognized events.
“My chance to expand really came in 1986 with 30/40 events, when I took the company to the stock market. I built an international team around me, with a head office in London, and offices in Paris, Germany, and Switzerland. We bought a business in America, and at the peak we had more than 100 events, from motor shows, food shows, clothing; we even launched our first event in technology in the late 80s.”
After selling Blenheim Exhibitions Group in 1996, Lawrie used the capital to buy the ITE Group from the Shashua brothers. ITE was another exhibition organisation company which set up events throughout Russia and Eastern Europe. Under his leadership, ITE grew significantly, encompassing events in the Czech Republic, Turkey, Dubai and Egypt.
Crucially, within its portfolio were several international motor events, including the Autosalon Moscow, Russia’s largest motor show held in the Krasnaya Presnya Exhibition Complex.
In 2001, Lawrie moved to Monaco and attempted to retired in 2002 after selling the ITE Group back to the Shashua brothers, fully intending to relax under the blue skies of the Mediterranean. However, when a former colleague mentioned the idea of organizing a live show in Monaco, the allure proved too great to resist.
“I brought in a team of people including a graphic designer; we set up the imagery, put a marketing plan together and to support me financially, I got a wonderful sponsor ‘Citi Group’ who remained with us for the first five years. Prince Albert was also there from the beginning. I had gone up to the Rock to tell Mon Seigneur about my idea for a live supercar show, and really, I was pushing on an open door.”
“An amazing success story”
Lawrie remained at the helm of Top Marques for more than 10 years, during which the event grew exponentially both in terms of surface area, and international reputation. “It was an amazing success story,” he recalls. “The event itself was flawless. It had the most amazing array of metal that anyone could wish for. More to the point, the quality of the sponsor brought in unbelievable quality buyers. It was an event where you have very expensive exhibits – but they all did business. That’s what it’s all about. Trade.”
The show attracted many of Monaco’s personalities, including The Beatles’ legendary drummer, Ringo Starr, who turned out to be a big fan of the event. “‘This is the greatest show on Earth, Lawrie,’ he told me. ‘It’s so selective. I love it here.’ He then headed to the VIP lounge for a beer! It’s all about giving the customer what they want,” Lawrie says. “You have to understand what they want to truly deliver.”
By the time Lawrie stepped back from Top Marques Monaco in 2012, the show had expanded considerably to incorporate dedicated areas in the Grimaldi Forum for hi-end motorbikes, exclusive watches and jewellery, with a selection of superboats displayed outside on the Esplanade. There were also a number of luxury products showcased, from state-of-the-art home entertainment systems to pianos, sculptures and water toys.
By its 10th anniversary, in 2013, the ‘only live supercar show in the world’ had hosted more than 1000 exhibitors, showcased over 1500 supercars, and unveiled 50 world premieres. The event had quickly gained a name for itself as a launch pad for new models, with iconic names such as Koenigsegg, Savage and Mazzanti all choosing Top Marques as the podium for their latest supercars in that first decade.
Transport of Tomorrow
Top Marques had also established itself as a premier event where pioneering companies unveiled groundbreaking transport innovations and cutting-edge alternative fuel solutions. In 2006, the Monegasque company Venturi introduced its Astrolab, the world’s first high-performance solar vehicle available for commercial use. Two years later, in 2008, Fisker Automotive from the United States unveiled its luxury plug-in hybrid sports sedan—the first of its kind.
Meanwhile in 2012, Space Expedition Curacao showcased its SXC_001 on the Esplanade, right in front of Avenue Princesse Charlotte. The SBX_001 was hailed as a precursor to space travel, offering passengers the rare opportunity to experience Earth from space at an altitude of 103 km. Then, in 2015, AeroMobil made history with the debut of the world’s first flying car prototype, returning in 2017 with an updated model.
New chapter under leading destination and events agency, Monaco Check-In
In 2018, Top Marques Monaco entered a new chapter when the management team was taken over by Monaco Check-In, the Principality’s leading destination and events agency. Founded in 1997, Monaco Check-In has a long history of consulting on large-scale events in Monaco, including prestigious occasions such as the Monaco Yacht Show, SPORTEL, Luxe Pack Monaco, and the General Assembly of Interpol.
The company’s expertise extends to organising some of the most high-profile events in Monaco, including H.S.H. Prince Albert’s wedding to H.S.H. Princess Charlene, renowned music and comedy festivals like Sereneissimes de l’Humor, and luxury fashion shows for iconic brands such as Dior and Louis Vuitton.
With this wealth of experience, Monaco Check-In was well-equipped to guide Top Marques Monaco into its next phase. Under the leadership of Salim Zeghdar, the focus shifted to further enhancing the event’s status on the global stage, while remaining true to its core identity as a luxury automotive show.
On the eve of the 16th edition of Top Marques, which had been rescheduled to late May, Mr. Zeghdar shared his vision for the event: ‘When I acquired Top Marques last summer, my goal was to bring the show back to its roots—the supercar and the hypercar. Above all, Top Marques is a luxury marketplace where enthusiasts can discover the latest models and, most importantly, take home the car of their dreams.
Mr Zeghdar more than lived up to his promise to return the show to its roots, and the results speak for themselves. With seven world launches including no less than two from Australia, the first edition under Monaco Check-In broke records in terms of innovation. There were also an unprecedented number of sales made, perhaps due to the new invitation-only VIP event organised by Top Marques, which allowed potential buyers to view the supercars in a privileged atmosphere before the public opening.
Despite the significant challenges posed by COVID-19 in 2020 and 2021, the event’s resilience under Mr Zeghdar’s leadership was undeniable. While the world paused, Top Marques Monaco found ways to adapt and stay true to its luxurious brand.
Classic Car Hall added
By 2022, the show was back in full force, introducing a new Classic Car Hall that showcased sports cars from the 1950s to the 1990s. With 11 exhibitors participating in the new section, the event successfully attracted a diverse crowd of car lovers, expanding its reach beyond just supercars to appeal to a wider range of automotive aficionados. Adding Top Marques Monaco merchandise to the mix, as well as securing the hugely popular French auto influencer GMK as an ambassador, further solidified the event’s position as a key player in the luxury automotive and lifestyle sectors.
In 2023, the first-ever auction was held during the event by Top Marques’ partner MonacoCarAuctions, which saw dozens of exclusive Ferraris go under the hammer. Alongside the auction, an Art Competition in partnership with Monaco’s Education Department introduced a forward-thinking element to the event, focusing on the future of car design. These additions proved that the event wasn’t just about showcasing cars but about creating a dynamic and evolving space that celebrates all aspects of the luxury automotive world.
Partner of global events leader Informa Plc
After an exceptionally successful edition in 2024, which saw 13 world premieres and an exclusive appearance of the Tesla Cybertruck—driven to the venue by H.S.H. Prince Albert—Top Marques entered a new phase as it partnered with global events leader Informa Plc, which also organises the Monaco Yacht Show.
What lies ahead is an exciting blank page, but both Mr. Zeghdar and Lawrie are optimistic about the future. “Informa’s vast international network, strong presence in Luxury, Lifestyle, and Technology markets, and expertise in scaling specialist brands make them the ideal partner to elevate Top Marques to new heights,” says Mr. Zeghdar.
“Let’s watch this space,” adds Lawrie. “The supercar is an inherently newsworthy and appealing product, and there’s no reason why Informa can’t take it global. They’re a highly respected organisation with the resources to make it happen. I’m excited to see where the next ten years take us.”
”My goal was to return the show to its DNA – supercars and hypercars.” Salim Zeghdar
