"Last year was the first time I coached in the Heineken Cup, so I didn't know that much about the tournament. But I do know that none of the teams in the tournament are here by chance," said Laporte.
"I suppose as the title holders more will be expected of us this season. Winning the Heineken Cup has given us a new status and we would like to keep that.
"I saw the trophy today and as I looked at it I could hear it telling me 'the weather is beautiful in Toulon and the girls are so beautiful and I don't want to leave'. That's what I am going to say to my players.
"We are very proud to have won the Heineken Cup once and we know that if we want to win it again then we will have to be as good as last year. We certainly want to win it again because it is the Heineken Cup - it is the supreme competition.
"When I look at young French players I can see in their eyes that the Heineken Cup means so much to them. They have grown up with it and it is something special. All we had in my day was the French Championship."
Toulon experienced the highs and lows of professional sport in the space of a week last season when they were crowned champions of Europe one weekend and then lost in the French Championship final the following week.
As they build towards the defence of their title they are sitting on top of the Top 14, although Laporte hasn't been gripped by the quality of the rugby in France so far this season.
"There haven't been many top games in the Top 14 so far this season, including Toulon, and we will have to raise our game next month," he said.
"We are on top of the Top 14 at the moment and I hope we will be in good shape when the Heineken Cup kicks-off next month. We are certainly preparing the players to start well.
"Some people may feel we're in an easy Pool, but Glasgow Warriors qualified from a very hard championship and we have a lot of respect for all our opponents. Cardiff Blues have a lot of international players, who helped Wales win the 6 Nations, and I was very impressed with what I saw of Exeter Chiefs when they played Clermont last season."
Toulon kick-off their campaign on Sunday, 13 October at home against Glasgow Warriors.