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European and French ambitions<\/h3>\n
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Known throughout Southeast Asia, the Chinese jewelry house Chow Tai Fook has 8,000 stores, mainly based in mainland China and Hong Kong. The brand has no intention of stopping there, as it made clear on September 25 at the Bonjour Brand Forum, held in the prestigious setting of the Eiffel Tower in Paris.<\/p>\n
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Attending this event dedicated to innovation, design, and Franco-Chinese cooperation, Alan Chan, Chief Brand Officer of Chow Tai Fook<\/b>, unveiled the broad outlines of an \u201cinternational expansion,\u201d particularly in Europe.<\/b><\/p>\n
<\/p>\n <\/p>\n Alan Chan intends to \u201cbring the beauty of China to the world through jewelry.\u201d<\/b> He believes that it is by deeply rooting itself in Chinese cultural DNA and expressing it in a contemporary way<\/b> that the brand can appeal to international consumers without denying its identity. He cites as examples Chow Tai Fook’s jewelry creations, inspired by Chinese characters, as well as collections developed in collaboration with the Forbidden City.<\/b><\/p>\n <\/p>\n Considering that \u201cbeauty is above all a language,\u201d the brand seeks to find cultural bridges between East and West. This approach gives the impression of an Asian response to Western incursions via Shang Xia (Herm\u00e8s), launched in 2010, and Qeelin (Kering) in 2004.<\/p>\n <\/p>\n <\/p>\n Chow Tai Fook has thus expressed its clear desire to establish itself in France<\/b>, a market considered strategic for its international expansion.<\/b><\/p>\n <\/p>\n However, this project requires a certain amount of preparation<\/b>, as the French market<\/b> appears to be highly competitive, with the presence of many world-renowned brands.<\/b><\/p>\n <\/p>\n The brand was keen to participate once again in the Bonjour Brand Forum because the event had previously enabled Chow Tai Fook to commission a French designer to create a collection.<\/b><\/p>\n <\/p>\n <\/p>\n Chow Tai Fook Jewellery<\/b> is a jewelry and gold store<\/b> (in Chinese: \u73e0\u5bf6\u91d1\u884c \u91d1\u884c; \u201cgold store\u201d) founded by Chow Chi-yuen in 1929<\/b>, who developed the brand in the 1930s by expanding it to Macau and Hong Kong. His son-in-law, Cheng Yu-tung, took over the company in 1956<\/b> and it is still owned by his descendants today.<\/b><\/p>\n <\/p>\n The company revolutionized the jewelry industry by launching 999.9 gold jewelry in 1956<\/b>, a guarantee of purity that was subsequently adopted as the industry standard in Hong Kong. Chow Tai Fook has since expanded into diamonds and other jewelry and remains positioned at the high end of the market in terms of both image and price.<\/b><\/p>\n <\/p>\n Driven by growing Chinese demand for gold products amid economic uncertainty\u2014which, according to a Tmall study, accounts for 60% of jewelry consumption in the country\u2014Chow Tai Fook is posting solid performance. In its 2024 fiscal year<\/b>, the Chinese group Chow Tai Fook Jewellery Group Ltd. <\/b>(owner of the Chow Tai Fook, Hearts on Fire, Enzo, and Monologue brands)\u00a0saw its revenue jump 14.8%<\/b> year-on-year to $13.94 billion<\/b> (HK$108.7 billion), while its core operating profit grew 28.9% year-on-year to $1.55 billion (HK$12.1 billion).<\/p>\n <\/p>\n As the only Chinese brand to be included in Deloitte’s 2022 ranking of the world’s most valuable luxury brands alongside Louis Vuitton and Chanel, Chow Tai Fook has since made a number of changes.<\/p>\n <\/p>\n The revamping of its identity demonstrates its desire to appear as a heritage brand with many standards borrowed from European luxury. Thus, in 2024, the year of its 95th anniversary, the brand added the words \u201csince 1929\u201d to its modernized logo, emphasizing its date of creation.<\/p>\n <\/p>\n <\/p>\n Most notably, the House has enlisted the services of renowned Chinese jewelry designer Nicholas Lieou to oversee Chow Tai Fook’s Haute Joaillerie collections. A graduate of Jewelry Design at Central St Martins, the Royal College of Arts in London, and the Fashion Institute of Technology in New York, Lieou previously designed collections for Alexis Bittar, Georg Jensen, and Louis Vuitton<\/strong> before being appointed Director of Design for Fine Jewelry and Custom Design at Tiffany & Co. in 2015<\/b>, prior to the American jeweler’s acquisition by the LVMH group in 2019. A model of multiculturalism, the Hong Kong native spent his childhood and adolescence in Germany, Switzerland, Singapore, and San Francisco. In 2019, he left New York to return to his homeland and develop his own brand, Mr. Lieou.<\/p>\n <\/p>\n Responsible for developing new product lines for Chow Tai Fook, Nicholas Lieou notably managed the launch of the \u201cCTF Rouge\u201d collection. Shortly after its launch in April 2024, the collection generated sales of 500 million yuan ($70 million) in mainland China. Inspired by the auspicious color red and the symbol of good fortune \u201c\u798f\u201d<\/b> (meaning \u201cgood fortune\u201d in Chinese<\/b>), the collection incorporates elements from red brick walls, which represent the \u201chome.\u201d Celebrating Chinese culture, craftsmanship, and innovation, it features natural diamonds, pearls, enamel, and gold.<\/p>\n <\/p>\n <\/p>\n In another typically European move, Chow Tai Fook has chosen to establish itself as a cultural vector by partnering with an iconic cultural institution, <\/b>namely the Palace Museum in Beijing<\/b>, the ancient and legendary Forbidden City. The \u201cChow Tai Fook Palace Museum\u201d collection was inspired by the national treasures and cultural relics preserved in the museum to create designs that highlight three auspicious symbols: drums, butterflies, and stone lions.<\/p>\n <\/p>\n Finally, the jewelry brand is highly committed to preserving and passing on its expertise<\/b>. To maintain the expertise of its studio of 400 artisans<\/b>, Chow Tai Fook has established partnerships with universities<\/b>, designed in-house training<\/b>, and developed a talent academy<\/b>.<\/p>\n <\/p>\n Over the next four years, the brand plans to renovate all of its stores<\/b> and enhance its image through new openings<\/b>, such as its 1,260 m\u00b2 flagship store spread over five floors in Shanghai<\/b>. Officially inaugurated in May during the city’s \u201cMay 5 Shopping Festival,\u201d this first modernized store will enable the jewelry house to fulfill its mission: \u201cto become the leading jewelry brand and trusted partner in the eyes of every generation.\u201d<\/b><\/p>\n![\"Chow](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/Chow_Tai_Fook_Bonjour_Brand_Forum-1024x600.jpg\" "\\"Chow")
![\"\"](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/Chow_Tai_Fook_Palace_Museum_Collection-576x1024.webp\" "\\"Chow_Tai_Fook_Palace_Museum_Collection\\"")
Among the greats<\/h3>\n
![\"chow](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/chow-tai-fook-nicholas-lieou-hong_kong.avif\" "\\"chow")
![\"Chow](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/Chow_Tai_Fook_CTF-1024x768.webp\" "\\"Chow")
![\"Chow](\"https:\/\/luxus-plus.com\/wp-content\/uploads\/2025\/10\/Chow_Tai_Fook_flagship_store_Shanghai.jpg\" "\\"Chow")