Chinese New Year 2024: Luxury Houses Reimagine Tradition

Luxury giants are set for the celebration of the Year of the Dragon with new collections of watches, ready-to-wear, and spirits. Artists collaborate to bring forth unique works and products.


In 2024, the Chinese New Year, also known as the Lunar New Year, will begin on February 10 and end on February 24.


Following the Year of the Rabbit, it is now the Dragon’s turn to be honored in the Chinese calendar. Its element is Wood, symbolizing a strong omen of wisdom, prosperity, and vitality for the beginning year.


Luxury brands seize the opportunity to offer original creations by collaborating with artists.


Blancpain Adds the Dragon to Its Villeret Series


Since 2012, the watch brand Blancpain has been offering a new limited edition Villeret watch each year to complement the Traditional Chinese Calendar collection.

Equipped with 168 hours of power reserve, the latest edition under the Dragon sign is made of 18-carat red gold, with an alligator leather strap. A dragon is finely engraved on the back of the case next to a precious stone and two Chinese characters meaning “dragon” and “wood”. This exquisite piece is sold for 74,200 euros.


Villeret Traditional Chinese Calendar, special edition 2024, Year of the Dragon ©Blancpain


Fendi Merges Japanese Culture with Chinese New Year


The ready-to-wear brand Fendi collaborates with streetwear designer Hiroshi Fujiwara of FRGMT to present a collection under the Pokémon license. To celebrate the Chinese New Year, handbags, t-shirts, and even cardholdersfeature Minidraco, Draco, and Dracolosse, the dragon Pokémon. Prices range from 290 to 3,100 euros.


Fendi Handbag (with FRGMT and Pokemon) ©Fendi

Baccarat and Its Crystal Dragon

Crystal specialist Baccarat marks the year of the dragon with an elegant sculpture designed by Allison Hawkes. The crystal gives the sculpture a luminous finish that enhances the fascination with the mythical animal, while staying true to tradition. The dragon is 9.3 cm tall and 15.8 cm long, weighing 0.5 kg, and costs 350 euros.

Crystal Sculpture, Dragon 2024 ©Baccarat

The New Year’s Cognac

Hennessy, the renowned cognac brand, offers a special edition in collaboration with Yang Yongliang, a contemporary Chinese artist. Three bottle designs are available. Hennessy Paradis, the white one adorned with golden dragons, will be sold in only 485 copies, made of porcelain by the French artisanal company Bernardaud.


Chinese New Year 2024 Cognac Bottles ©Hennessy


Dior, Watches and Clothing Also Get the Dragon Treatment

Dior Grand Soir has also created an ultra-limited edition watch under the sign of the dragon in gold and diamonds. Its 18 pieces, already purchased, were offered at 38,500 euros.


Year of the dragon by Dior Grand Soir ©Dior


Additionally, the Dior ready-to-wear brand presents a collection in tribute to Niki de Saint Phalle, the 20th-century feminist visual artist.


Although the design by Maria Grazia Chiuri features a dragon, Dior does not explicitly claim a connection with the Chinese New Year.


Dior Ready-to-Wear in Tribute to Niki de Saint Phalle ©Dior


Louis Vuitton Goes All Out

For the New Year, which boosts sales in the Chinese market, Louis Vuitton ensures to pamper its Chinese clientele by displaying gigantic dragon statues created by local artisans in its stores located in Beijing, Shanghai, and Chengdu. The dragons incorporate design elements from Pharrell Williams’ inaugural pre-fall 2024 men’s collection, presented in Hong Kong last November.


Louis Vuitton Store in Chengdu, China ©Louis Vuitton



Featured Photo: ©Baccarat

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The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

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