Mark Challenge 2025: A Celebration of Entrepreneurial Excellence
On Tuesday, 13th May 2025, the prestigious Mark Challenge returned for its 12th edition at the iconic Monaco Yacht Club. This year’s edition marked a record-breaking achievement, with 145 registered participants representing 30 universities and 51 nationalities — a testament to the global appeal and competitive edge of the event.
The Mark Challenge is an international business plan competition hosted by the International University of Monaco (IUM). It aims to highlight and support the next generation of entrepreneurs in the luxury sector. Open to students across Bachelor, Master, MBA, PhD levels and industry professionals.
The competition targets innovative B2B and B2C business ideas within the luxury and premium industries, with a strong emphasis on environmental and social impact. Eligible participants must have an international scope, and their ideas must be relevant to the high-net-worth (HNWI) and ultra-high-net-worth (UHNWI) clientele. This year, the competition showcased projects that blend luxury, innovation, sustainability, and global impact.
Event Agenda
The Mark Challenge 2025 begun at 2:00 PM with the welcoming of guests, jury members, and competing teams at the Monaco Yacht Club. At 2:30 PM, the event officially opened with a welcoming speech by IUM Professor Dr. Annalisa Tarquini, Founder and Director of the Mark Challenge. Following the introduction, three finalist teams presented their business pitches.
After their presentations, a coffee break took place, offering a moment for guests to network and reflect on the ideas presented. After the break, the remaining two finalist teams pitched their projects. This was followed by an exciting round of one-minute elevator pitches, where each team delivered a brief, high-impact summary of their business idea. While The jury deliberated, the audience enjoyed a musical performance. At 5:15 PM, the Awards Ceremony began. The event concluded with closing remarks from Mr. Thomas Baillod, Founder of BA111OD.
2025 Finalist Teams
The five finalist teams selected to pitch their start-up ideas were:
- AEQUOR PLANES – EU Business School
- DYNAMO – AGAPE – EU Business School
- SEATIRE – Burgundy School of Business
- SERENITY – NEOMA Business School
- WINE ME – International University of Monaco
These teams represented the next wave of luxury innovation, with concepts tailored to the sophisticated expectations of high-net-worth and ultra-high-net-worth clientele, spanning sectors such as travel, fashion, wellness, and fine living.
Winners of the Awards
Beyond the highly anticipated Grand Prize, this year’s competition proudly featured two special awards, each spotlighting groundbreaking innovation within key luxury sectors.
The Fashion & Accessories Award 2025 celebrated ingenuity in style and craftsmanship. The distinguished nominees were Terrabelt from Burgundy School of Business, Omniavita – a collaboration between Medelis and EU Business School, and Vibeletics from the International University of Monaco. Terrabelt was awarded this prestigious prize, which includes an exclusive “Investment Ready” mentorship with a seasoned expert in fashion and luxury branding.
In the realm of maritime excellence, the Yachting Award 2025 recognized exceptional advancements in the yachting industry. The nominees were Aquaveloz and Nauticare from EU Business School, and Sealed from the International University of Monaco. Aquaveloz emerged as the winner, receiving two VIP passes to the renowned 2025 Monaco Yacht Show — an extraordinary opportunity for networking and industry insights.
The Grand Prize Award 2025 was proudly awarded to Serenity from NEOMA Business School. Serenity also received the Audience Award. Their business idea — a postpartum care solution focusing on mothers’ well-being after childbirth — deeply resonated with both the jury and the audience. The Grand Prize included a comprehensive Mentorship Package offering investor-readiness support, branding guidance, distribution strategy development, and green growth mentorship.
Meet the Jury
The jury panel consisted of respected leaders from across the luxury, entrepreneurship, and innovation sectors:
- Aude Berlin – Founder, Luxury Professionals Monaco (LPM)
- Federica Bruno – Luxury Automotive and Supercar Communications Consultant, 3D Comm
- Federica Beretta – Director, Hauser & Wirth Art Gallery
- Lucas Dubois – Deputy President, JCI Monaco & VP of Entrepreneurship 2025
- Karl-Henry Edström – CEO & Publisher, Robb Report Monaco & Côte d’Azur
- Kyra Lüthi – Business Development & Strategy, luxury business aviation company
- Giorgio Motta – General Manager, The Mall Luxury Outlets
From pitch to podium, the Mark Challenge continues to embody the entrepreneurial spirit cultivated at IUM. With its global network and innovative programs in luxury management, finance, and entrepreneurship, IUM remains committed to shaping leaders who are not only ready for the future—but ready to define it.
Congratulations to all the winners and heartfelt thanks to all the finalists who made this edition truly exceptional. The dedication, creativity, and passion for innovation have inspired the entire Mark Challenge community. IUM look forward to seeing your ventures thrive in the world of luxury entrepreneurship.
Updated 15 May 2025