Ramadan, another key period for global luxury communications

Coincidence? The year 2026 will see two key commercial periods for the luxury industry overlap. February 17 marks the start of Chinese New Year celebrations, while Ramadan begins on February 18 in Saudi Arabia and February 19 in other countries around the world. These two religious celebrations are not only important in their regions of origin, but also for the entire diaspora, which is particularly committed to them.

On February 17, 2026, American jeweler Tiffany & Co. (LVMH) unveiled its latest campaign dedicated to Ramadan. Entitled “Beneath One Crescent Moon,” it evokes the wonders of the tales of the Arabian Nights, playing on the symbolism of this collective event, marked by both deprivation and sharing, which takes place in the ninth month of the lunar calendar, this year from February 19 to March 19.

The Muslim month of fasting is particularly observed in the Middle East and by the Muslim population around the world. That’s 1.6 billion people worldwide, spread across some 50 countries.

Like Chinese New Year, the early experiments of the last decade have given way to more subtle and less spectacular references. This is a far cry from an overly stereotypical view of the East, preferring to focus on characteristics of the religious calendar—as in 2024, with watchmaker Parmigiani Fleurier and its Tonda PF Hijri Perpetual calendar model, based on the Hijri calendar—or even cultural references such as the crescent moon, calligraphy, and Arabic poetry.

In a polarized world, where well-being and disconnecting from screens are becoming part of the aspirations of luxury customers, the 2026 campaigns dedicated to Ramadan particularly evoke a call for meditation, calm, and unity.

A commercial highlight

Ramadan is often an opportunity for collaborations, capsule collections, and even exclusive pieces specific to the Middle Eastern market. In recent years, however, the phenomenon has grown to the point where it has crossed borders more openly, taking on an even more strategic role, especially at a time when the Chinese market is undergoing restructuring.