Chow Tai Fook Jewellery Group Limited, the iconic Hong Kong-based luxury jeweller with nearly a century of heritage, has appointed David Tse as its Global Creative Director. This milestone appointment comes as the company accelerates its international expansion and elevates its creative narrative to resonate with a global audience ahead of its centenary year.
In this newly created global role, Tse will oversee the brand’s creative direction across all markets, leading advertising, visual identity, storytelling, product campaigns and cross-regional initiatives. The appointment reflects the company’s ambition to strengthen its global positioning while staying rooted in its Chinese heritage and craftsmanship.
Tse joins Chow Tai Fook with extensive international experience in luxury and lifestyle branding. Most recently, he served as Creative Director at Hermès in Shanghai, where he worked closely with global teams in Paris and Asia on high-profile campaigns and brand initiatives. Over his career, he has developed creative strategies for major global brands including Burberry, Uniqlo, Google, PayPal, Volvo and Starbucks.
Sonia Cheng, Vice Chairman of Chow Tai Fook Jewellery Group, said the appointment comes at a pivotal time for the business. “David’s deep understanding of luxury and proven ability to translate brand strategy into powerful storytelling will play a key role in shaping our global brand equity,” she said.
Commenting on his appointment, Tse said he is honoured to join the company as it approaches its 100th anniversary. He added that he looks forward to celebrating the brand’s rich heritage while introducing new creative perspectives that resonate with customers worldwide.
Founded in 1929, Chow Tai Fook has grown into one of the world’s largest jewellery retailers, operating more than 5,000 points of sale across Mainland China, Hong Kong, Macau and other international markets. In addition to its flagship CHOW TAI FOOK brand, the Group manages a portfolio that includes Hearts On Fire, ENZO and MONOLOGUE.
