Chow Tai Fook Jewellery Group, the leading Chinese Jeweller, unveiled today an exciting brand transformation journey, which includes the reimagination of the brand’s identity and the debut of its latest jewellery collection: Chow Tai Fook's Rouge Collection. The Rouge Collection was conceptualised and launched in celebration of the Group’s 95th anniversary.
Since its founding in 1929, Chow Tai Fook Jewellery has been committed to sharing the beauty of Chinese culture with the world through stylised creations. Over the years, the brand has successfully achieved a myriad of milestones that have revolutionised the jewellery industry. This includes the pioneering of the 999.9 industry standard of gold, introducing the "Fixed Price" policy, and becoming the largest diamond importer in China. The brand’s pioneering spirit and dedication to perfection have made it a living legacy synonymous with exquisite craftsmanship, unbounded innovation and desirable creations.
Chow Tai Fook Jewellery Group also today announces that Mr. Nicholas Lieou, Creative Director, High Jewellery, has been appointed into a role responsible for elevating overall brand image. This includes introducing new product collections and revitalising all touchpoints. Under Nicholas’ creative leadership, the Group reveals its new signature collection, the Rouge Collection, a contemporary illustration of the brand’s future creative direction.
A Contemporary Collection Filled with Traditions
The launch of the Rouge Collection upholds Chow Tai Fook Jewellery Group’s commitment to promoting and interpreting Chinese traditions for the modern, global customer. Featuring awe-inspiring creations that bring the Chinese concept of "福" (“blessings and fortune”) to life, the collection's name, "Rouge", honours Dr. Cheng Yu Tung, a driving force in establishing the brand’s legacy. The word "Tung" (“彤”): signifies the colour red in Chinese – which, apart from being the House’s iconic colour, also represents strength, confidence and fortune.
Inspired by the passionate hues of red and the auspicious symbol of good fortune, "福", the Rouge Collection blends innovation and heritage with timeless designs that feature natural diamonds with a stylish touch of red. The motif also pays homage to the architectural beauty of Chinese windowsills, a symbol of protection and love between generations, representing the blessings passed from one generation to another. Each creation from the Rouge Collection embodies tradition, craftsmanship and serendipitous moments, fusing cultural heritage and contemporary elegance to foster shared emotional connections that transcend time and space.
“Chow Tai Fook has always been at the forefront of jewellery craftsmanship, and the Rouge Collection is a testament to our dedication to pushing the boundaries of creativity," said Mr. Nicholas Lieou. "As we celebrate our 95th year, we honour our past and look forward to a future filled with even more iconic designs that signify the enduring memories for our cherished customers,” Nicholas added.
The launch of the iconic Rouge Collection gives way to Chow Tai Fook ‘s blessings to their loyal customers - sparking the start of tributes and celebrations to mark the 95th anniversary of its founding. From bewildering campaigns to exciting events, jewellery admirers around the world wait in anticipation of what’s to come. For more information about Chow Tai Fook’s Rouge Collection and the brand’s 95th anniversary celebrations, please visit www.chowtaifook.com or follow Chow Tai Fook on social media at @chowtaifookjewellery.