Chow Tai Fook Branded Roadshow: Travel Back to the Past 90 Years
16 Jul 2019

In celebration of its 90th Anniversary, Chow Tai Fook hosted roving roadshow themed “Treasure of the Time” in 10 Mainland Chinese cities starting from 16 July, with an aim to exemplify its brand philosophy and showcase the aesthetics values in different eras through jewellery. The roadshow was kicked off in Harbin and will be moved to venues across the country, including Wuhan, Qingdao, Suzhou, Shanghai, Shenzhen, Fuzhou, Beijing, Xi’an and Chengdu. 

The roadshow is composed of four era-themed zones, in addition to an experimental space. Serving as a preface for the roadshow, the goldsmith-themed experimental space demonstrates gold melting and jewellery making process. While the era-themed zones display distinctive fashion and jewellery pieces representing specific eras: “From early Republican periods to wartime”, “From Post-war to 1970s”, “From 1980s to early 21st Century” and “From today to the future”. The roving roadshow reflects the close connection between social changes and the development of jewellery in the Greater China over the past 90 years through the introduction of evolving jewellery materials and styles. Jewellery pieces of different eras was presented together with fashion and venue setting that express the feelings of the times. 

Echoing with the long-standing mission to foster talent for the jewellery industry, the roadshow not only leveraged on the exquisite craftsmanship of the Master Studio of Chow Tai Fook to restore and reproduce traditional jewellery, but also enabled jewellery designers from the Loupe, a design incubation space, to exhibit their works.