Chow Tai Fook appoints first global creative director

Chow Tai Fook Jewellery Group has appointed David Tse (pictured) as its first global creative director, effective immediately. This marks a significant step in the brand's transformation as he leads its next phase of global influence.

In this newly created role, Tse will lead the team in further developing the brand’s creative identity and conceptualising, developing, and executing the overall creative strategy across all touchpoints. 

Having developed a diverse creative career in China and global markets, Tse brings to the group a rare blend of visionary brand storytelling, cultural diversity, and creative leadership, according to Chow Tai Fook.

A veteran of the international luxury and creative arena, Tse began his career as an entrepreneur focusing on creative production. Over the years, Tse has worked with some iconic brands such as Burberry, Golden Goose, Uniqlo, Google, PayPal, Volvo, and Starbucks.

Most recently, Tse served as creative director at Hermès in Shanghai, the first creative director to be based beyond the Paris headquarters. There, he worked closely with the Paris headquarters team and collaborated with artists and creatives across various disciplines worldwide.

Sonia Cheng, vice chairman of Chow Tai Fook Jewellery Group, said, “I am delighted to welcome Tse as global creative director for our brand. His appointment is timely as we continue to transform and globalise the brand. His deep understanding of luxury, strong creativity and proven track record to translate brand strategy into powerful storytelling will play a key role in shaping our brand equity globally. I look forward to working with Tse to take our brand to the next level." 

“I am excited to join Chow Tai Fook Jewellery Group at this pivotal moment as we approach our centenary celebration. I have long admired the brand as a distinctive global symbol of Chinese luxury. My focus will be on honouring our rich heritage while fostering innovation and creativity, always keeping our customers at the heart of everything we do,” said Tse.  

MARKETING-INTERACTIVE has reached out to Chow Tai Fook for more information. 

Don’t miss: Chow Tai Fook launches first flagship on Canton Road

Chow Tai Fook has been launching various initiatives to convey its positioning as a global Chinese luxury brand, rooted in nearly a century of trust and innovation. For example, the brand opened its first flagship store in February, located on Canton Road in Tsim Sha Tsui, which offers a refreshed and immersive customer experience.

The opening also marks the debut of HOME Collection, the group’s first luxury lifestyle brand, now available alongside the widest product assortment in any Chow Tai Fook store globally. The flagship launch reflects the Group’s ongoing effort to elevate customer experience and strengthen its position as a leading force in global luxury.

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