Chow Tai Fook Jewellery, the leading Chinese jeweller, is pleased to announce an exciting collaboration with PANTONE, unveiling the brand’s exclusive “Chow Tai Fook Timeless Red” PANTONE colour chip. The debut of this iconic colour of “Timeless Red” comes as part of Chow Tai Fook’s brand transformation journey in celebration of its 95-year legacy and is a testament to the brand’s innovation since 1929. The “Chow Tai Fook Timeless Red” is an intrinsic part of the brand’s identity – representing the brand’s ardent devotion to craftsmanship and embodying the beauty of Chinese culture.
Timeless Red: More Than Just a Colour
The vibrantly iconic dark-red hue signifies something greater than just a colour: it is a symbol of passion imbued with the essence of culture, embedded with thoughts of fortune, love, and blessings that are passed down from generation to generation. Warm and robust with an earthy allure, the “Chow Tai Fook Timeless Red” is not only a colour favored by Chinese culture, but it also embodies the brand’s inimitable passion for perfection and innovation. This elegant “Timeless Red” colour balances tradition with modernity and creates a frisson of excitement shared between different cultures and eras.
“The ‘Chow Tai Fook Timeless Red’ is contemporary while staying true to the heart of traditional Chinese culture. Warm, elegant, yet enthusiastically vibrant, the cultivated red shade has a dynamic presence that stands out from the crowd – perfectly illustrating the chic and innovative spirit of Chow Tai Fook Jewellery,” said Laurie Pressman, Vice President of Pantone Color InstituteTM. Through this colourful collaboration, the renowned jewellery brand wishes to invite individuals to join the brand in an expedition to explore life’s potential, delve into new possibilities, and embrace the beauty of Chinese culture.
Using “Timeless Red” as the centerpiece, Chow Tai Fook has also developed with PANTONE three other complementary colours: “Jade Black”, “Porcelain White”, and “Legacy Gold” as part of the brand’s new colour palette. These new sleek and minimalistic colours will bring a fresh perspective to the jewellery industry – redefining Chinese modernity and remaking traditions anew.
Each of these three complementary colours was handpicked based on its historical importance to Chinese culture. For instance, “Jade Black” has always been a colour for royals in ancient China. This black shade is an embodiment of sophistication and has been praised as the ultimate shade of prestige. When paired with the “Chow Tai Fook Timeless Red”, the stunning contrast between the two colours present a daring and edgy aesthetic that creates a sense of bold confidence and true glamor.
“Throughout the past 95 years, Chow Tai Fook Jewellery has evolved into a brand that has been by the side of many – witnessing countless momentous occasions between individuals, families, and lovers, reiterating the brand’s vision of being ’the leading global jewellery brand that is a trusted lifetime partner for every generation’. This vision will allow Chow Tai Fook Jewellery to continue carrying our pioneering mindset to the future while creating jewellery that reflects the stories and celebrates the special moments of our customers,” said Alan Chan, Chief Brand Officer, Chow Tai Fook Jewellery Group.
As the brand nears its centennial year, supporters and fans of Chow Tai Fook Jewellery will expect to witness a series of exciting happenings. From mesmerising new creations to exciting events, the brand will continue to tell stories of traditions – showcasing the contemporary brilliance of Chinese heritage and sharing blessings embedded within its colour of “Chow Tai Fook Timeless Red” to the world.