Behind the scenes at Top Marques: is this the world’s most affluent motor show?

The Geneva International Motor Show is dead. Yup, organisers recently announced the premiere automotive show would be no more as “market conditions in Europe are not conducive to the success of future editions”. And yes, that does mean the recently created Geneva Show in Qatar will continue. Geneva famous of course, for being in Qatar.

Anyway, the cancellation just piles on the misery for motor shows in Europe. Geneva’s organisers partly blamed “the competition from the Paris and Munich shows which are favoured by their domestic industry” for its downfall, but it’s clear that shows can’t just stick with the old format and expect to survive.

Perhaps that’s where Top Marques comes in. This is Monaco’s own supercar show, and absolutely everything is for sale…

Photography: Jonny Fleetwood

TG was there (fake cheque book in hand) for the opening day of Top Marques 2024 in June, so here’s a little behind the scenes look at what is perhaps the world’s most affluent motor show.

The VIP parking outside the show is a fairly good way of judging the clientele – Dallara Stradale, BMW M5 CS, Smart Fortwo and converted military-spec Hummer is perhaps the most Monaco lineup you could possibly hope to see.

We’d imagine the Hummer owner made a beeline straight for the Brabus stand outside the entrance to the show. Modified G-Wagen towing a Brabus boat was quite the draw. And remember, everything you see is for sale. We didn’t bother asking for a price on this particular combo.

The first room you enter at Top Marques is full of classic car dealers displaying their stock. Not exactly a room full of rusty old bangers, you'll note. Which would you pick from this bunch?

Top Marques doesn’t share exact figures, but sources told TG that at least 50 per cent of the cars that were displayed in 2023 were sold during the show. Most, like this rather lovely Alfa Romeo 8C, are snapped up at the VIP cocktail evening the night before the show actually opens. 

Alongside all the retro stuff, Top Marques also attracts some niche manufacturers targeting those with more cash than they know what to do with. Slovakian company Engler used the show to reveal its 1,184bhp V12-engined quad bike. Oh, and the Aspark Owl made yet another appearance without ever seeming to be delivered to a customer.

But what do you get if you’ve got limitless funds and don’t need to get everywhere in double quick time? Well, Klassen’s V-VIP Mercedes Sprinter costs €420,000 and comes with loads of leather, super soft carpets and a massive TV. 

Erm, not quite sure what’s going on here. Perhaps a new method of dealing with Monaco traffic?

As well as boats and cars, you can also shop for private jets at Top Marques. Because of course you can. Dassault has been selling its Falcon jets at the show for years, with prices ranging from between $40m and $80m. Pocket change.

Where there are supercars, there are watches. We arrived at Top Marques an hour before the doors opened to the public to start shooting, then with around 15 minutes to go the influencers started rolling in, but even at that point half of the jewellery brands hadn’t turned up. Clearly those that splash the cash on watches don’t really need to worry about the time. 

Perfectly placed by the toilets. Probably too good to be used in tonight’s spaghetti bolognese.

Pre-tax (this is Monaco, after all) this box of chocolates costs €36. They are handmade and hand-painted by a local company, though, and TG can confirm that they’re really rather good.

Hang on, why is someone selling Nike trainers and why do they cost as much as our full yearly salary? Wait, what do you mean we should be getting paid more?

Yup. Makes sense.

Monaco Car Auctions hosted a Ferrari-only sale at Top Marques. Prices were surprisingly reasonable…

That’s it then. Top Marques runs over four days and welcomes around 25,000 visitors each year. But is this everything-for-sale approach the future of the motor show?