ositioned within 100 meters of Lao Pu Gold’s flagship — widely recognized as China’s “Hermès of gold” — Chow Tai Fook recently opened its first global flagship store on Hong Kong’s prestigious Canton Road. In stark contrast to its competitor’s somber black façade, this “Home of Chow Tai Fook” is enveloped in traditional Chinese red, the brand’s signature hue, immediately asserting the heritage of this nearly century-old jewellery house. Concurrently, the building’s distinctive wall textures and flowing architectural curves signal a bold endeavour to reimagine traditional Chinese jewellery retail and revolutionize its brand identity.
Guarding the entrance, the flagship’s centerpiece is a magnificent, 2.1-meter-tall Gold Ginkgo Tree. Resplendent with approximately 3,500 gold leaves cast from nearly 40,000 grams of pure gold, the installation serves as a powerful testament to the group’s immense resources and technical mastery. Handcrafted by nearly 50 artisans over close to 60,000 hours, uniting clay sculpting, mould casting, and gold-leaf application, this masterpiece embodies the store’s core mission: to solidify its premium positioning, elevate Chow Tai Fook’s brand image, and further strengthen its presence and influence in the high-end segment.
Spanning a palatial 10,000 square feet on a single floor, the flagship comprehensively showcases the entire spectrum of Chow Tai Fook’s portfolio. Encircling the gold tree, a Heritage Pavilion features multi-tier display windows that exhibit an array of 999.9 pure gold objets d’art, chronicling the brand’s journey since its founding in 1929. Curated in collaboration with leading cultural and academic institutions, the Pavilion highlights the Group’s dedication to preserving ancient gold crafting traditions, including chasing and filigree.
Guarding the entrance, the flagship’s centerpiece is a magnificent, 2.1-meter-tall Gold Ginkgo Tree. Resplendent with approximately 3,500 gold leaves cast from nearly 40,000 grams of pure gold, the installation serves as a powerful testament to the group’s immense resources and technical mastery.
Venture further inside, and a sweeping wall of Dragon and Phoenix bracelets - a category of traditional Chinese wedding jewellery - dazzles visitors with 999.9 pure gold jewellery pieces priced by weight. In immediate proximity, the flagship transitions to an assortment of fixed-price collections, including the recently launched DAWN Collection. Notably, Chow Tai Fook’s portfolio now boasts dozens of fixed-price collections, ranging from designs by distinguished Chinese contemporary artist Han Meilin to collaborative creations with the Palace Museum.
The multiplicity of co-branded partnerships is remarkable, as the flagship gathers them all - from global IPs such as Disney to local brands like CLOT (a streetwear label created by Edison Chen); from fashion house MCM to Hong Kong Ocean Park; and from the hit Chinese video game Black Myth: Wukong to popular Japanese anime. Most unexpectedly, Chow Tai Fook has courted sports culture through an official partnership with the NBA, resulting in a series of gold coins dedicated to each team alongside a collection of silver jewellery.
To transform traditional retail into an engaging and memorable customer experience, each Chow Tai Fook image store features versatile experiential modules, from interactive displays and gift walls to DIY zones. At the center of this flagship store, the Experience zone introduces the Charm Your Path, a playful, interactive system that allows visitors to assemble personalized bracelets based on the 16 Myers-Briggs (MBTI) personality types and zodiac characters.
A dedicated area is reserved for Hearts on Fire, the US-based diamond jeweller acquired by Chow Tai Fook Group in 2014 for US$150 million. Notably, the Group also owns other individual brands, including ENZO and MONOLOGUE. Across the aisle, a selection of high jewellery pieces is discreetly showcased, drawn from Chow Tai Fook’s inaugural high jewellery collection that debuted last year under the creative direction of Hong Kong designer Nicholas Lieou (read more here).
Embracing the booming pet economy, the CTF Pet collection features gold pendants designed for cats and dogs, as well as matching accessories for pet owners. This original initiative seeks to deepen the brand’s emotional resonance, positioning Chow Tai Fook as a trusted lifetime partner for every generation. Finally, anchoring the back of the store, the CTF Home collection - making its debut alongside this flagship store - elevates the luxury retail experience to an entirely new level. Through a collaboration with Bernardaud, the venerable French porcelain maison, the jewellery craftsmanship of Chow Tai Fook is seamlessly integrated into everyday life.
Spanning from 999.9 pure gold to 18K gold, silver to platinum, diamond to jade, and even porcelain, this flagship truly “has it all”. With price points cascading from 50 euros to millions of euros, Chow Tai Fook offers an exceptionally extensive selection designed to appeal to a diverse clientele. In an increasingly homogenized market, this hyper-segmented retail strategy may well be the blueprint the group has engineered to drive true brand differentiation. By keeping its finger on the pulse of emerging trends, it continues to optimize its product portfolio in response to shifting consumer tastes while remaining focused on strengthening its signature collections.
The opening of the flagship store in Hong Kong is not merely a retail upgrade; it stands as a key milestone in the comprehensive transformation of Chow Tai Fook Group that began in 2024. This transformation unfolds against a profound structural shift in China’s gold and jewellery industry, driven by both consumption hedging and cultural confidence. The old rules of competing solely on bullion weight and store density have become relics of the past. Consumer preferences are moving away from traditional weight‑based purchases towards design‑driven, emotionally resonant luxury.
The opening of the flagship store in Hong Kong is not merely a retail upgrade; it stands as a key milestone in the comprehensive transformation of Chow Tai Fook Group that began in 2024. This transformation unfolds against a profound structural shift in China’s gold and jewellery industry, driven by both consumption hedging and cultural confidence.
From launching 999.9 pure gold jewellery in Hong Kong and Macau in 1972, to introducing fixed-price transparency in 1990, and debuting the T·MARK diamond brand (built around the proprietary “4Ts” concept — Traceable, Transparent, Truthful, Thoughtful) in 2016, Chow Tai Fook Jewellery has consistently played a pioneering role in shaping the industry. Now, in the face of intensifying domestic competition, rapidly evolving customer preferences, and relentless gold price rallies, the once unassailable market leader has embarked on a decisive brand transformation journey.
On the occasion of its 95th anniversary, Chow Tai Fook Jewellery unveiled its transformation plan aimed at redefining the brand, a process that involves refreshing the logo, updating the websites, and renovating its retail network. Over the past year, the transformation has focused on elevating customer experiences through new image stores that showcase the brand’s revitalized image, introducing uniquely differentiated designs to its product portfolio, as well as engaging in strategic brand collaborations tailored to resonate with today’s discerning consumers.
The results of this transformation are already visible in the group’s financial performance. In the first half of FY2026, the gross profit margin remained above 30% at a historically elevated level. The operating profit margin proved resilient, reaching 17.5%, which marks a record five-year high. Meanwhile, same store sales returned to positive growth territory across Mainland China, Hong Kong, and Macau.
Consumer preferences are moving away from traditional weight‑based purchases towards design‑driven, emotionally resonant luxury.
The product optimization strategy also proved highly effective. The Palace Museum Collection, alongside the Rouge Collection and the Joie Collection - both heavily influenced by symbols of significance in Chinese culture - achieved combined sales of HK$3.4 billion in the first half of FY2026, up from HK$2.3 billion in the same period last year. The revenue contribution of fixed price jewellery in the Mainland rose to 31.8%, up from 27.4% a year earlier.
Concurrently, the new high jewellery collection strategically reinforced Chow Tai Fook’s position as a leading global jewellery brand. Strategic collaborations with popular IPs successfully attracted male and younger customers. The group also expanded its jadeite (Fei Cui) offerings, with sales doubling year-on-year. Finally, emerging categories such as pet jewellery and luxury homeware demonstrated the group’s agility in product diversification and its commitment to capturing emerging consumer trends.
International expansion has accelerated, with Hong Kong serving as the strategic bridgehead. “Going global is not just about opening stores,” says Managing Director Kent Wong. “We aim to be the translator of Eastern aesthetics.” In November 2025, Chow Tai Fook opened a new image store at Singapore’s Jewel Changi Airport, targeting affluent local consumers and the Chinese diaspora. As its first new image store in Southeast Asia, this opening marks a new chapter in the brand’s international expansion strategy.
In April 2026, the Group celebrated the grand opening of its Siam Paragon store in Bangkok - one of the region’s most prestigious luxury destinations. In honour of local heritage, this store introduced a selection of Thailand exclusive pieces, such as Four Faced Buddha’s amulet pendants and golden elephant ornaments. For the second half of 2026, the group plans to continue launching new image stores in international markets, focusing on select premium locations across Southeast Asia, Oceania, and Canada. Over the next two years, the group aims to further expand its presence into new markets, including the Middle East.
With over 6,600 retail locations worldwide and advanced production and R&D bases in Shunde and Wuhan, the group has built a robust infrastructure to support its global ambitions. Despite a challenging market environment, it remains dedicated to high-quality expansion through its brand transformation strategy, aiming to sharpen its market position and bolster long-term growth prospects.
With substantial milestones already achieved, the group is solidly on track to realize its refreshed vision: “To be the leading global jewellery brand that is a trusted lifetime partner for every generation.” By presenting this identity in a modern, global, and unapologetically luxurious format, the group is seeking to define what Chinese luxury means on the world stage.
By presenting this identity in a modern, global, and unapologetically luxurious format, Chow Tai Fook Jewellery Group is seeking to define what Chinese luxury means on the world stage.
