Chow Tai Fook Jewellery, a Chinese jewellery brand with 96 years of heritage, took centre stage at the 11^th Bonjour Brand Forum on 25 September. Speaking at the world-famous Eiffel Tower, Mr. Alan Chan, Chief Brand Officer of Chow Tai Fook Jewellery Group shared the Group’s exciting brand transformation journey with the global audience.

Alan underlined the essence of brand as “The Chinese House of Timeless Craft and Beauty”, showcasing Chow Tai Fook Jewellery’s unique ability to reinterpret heritage through modern creations. He illustrated how the Group was able to seamlessly blend traditional Chinese craftsmanship with contemporary and universal aesthetics, citing the iconic CTF Rouge Collection and CTF Joie Collection as examples. Alan also shared the Group’s ongoing store revitalisation initiative to elevate the customer experience, introducing the new image store that offers an immersive, gallery-like journey of discovery.

In addition, Alan spotlighted Chow Tai Fook Jewellery’s strategic IP collaborations with renowned brands, as well as its participation in international events. These initiatives underscore the brand’s strategy of resonating with younger consumers and expanding its global footprint.

The Bonjour Brand Forum is a prestigious international platform that fosters dialogue between China and France, promoting cross-cultural exchange and business collaboration.