What's keeping me up: Chow Tai Fook's Alan Chan

Rejuvenating a legacy brand—one with nearly a century of history—brings both opportunities and challenges. While heritage offers credibility, nostalgia, and deep customer loyalty, it can also carry outdated perceptions, a rigid identity, and resistance to change. 

For Chow Tai Fook Jewellery, striking this balance is the essence of evolution. Alan Chan (pictured), chief brand officer, is leading the brand’s transformation, ensuring its 96-year legacy not only endures but thrives in a rapidly evolving world. Guided by a renewed vision - To be the leading global jewellery brand and a trusted lifetime partner for every generation - the company is crafting products and experiences designed to resonate with the consumers of tomorrow. 

Overseeing the brand's architecture and visual identity, Chan emphasises the brand’s mission to preserve a distinctive brand narrative while communicating core values with clarity. 

In this episode, Chan shares with us his biggest worry and what keeps him going. 

MARKETING-INTERACTIVE: What is the biggest thing you worry about?  

Rejuvenating a brand with nearly a century-long heritage is both a privilege and a challenge. With over 6,000 stores alongside a deep cultural resonance, Chow Tai Fook Jewellery carries a legacy that must be honoured while staying relevant in a fast-evolving luxury landscape. 

In today’s hypercompetitive market, constant innovation is essential. With shifting consumer behaviours in digital and luxury retail, we must evolve authentically, engaging new generations without abandoning the timeless values that define us. Our mission is to preserve a distinctive brand story, communicate our values with clarity, and deliver unwavering excellence to ensure Chow Tai Fook Jewellery not only endures but leads in an increasingly dynamic and saturated industry. 

MARKETING-INTERACTIVE: How do you deal with this worry?  

Effective brand leadership relies on three key principles: 

- Transparent dialogue with all stakeholders: Regular engagement with leadership, cross-functional teams, and external partners ensures strategic alignment and builds trust.

- Dynamic brand strategy: Treating brand strategy as a living framework—refined through frequent reviews, performance analysis, and feedback loops—enables agile adaptation. 

- Culture of Adaptability: Encouraging clarity, shared accountability, and responsiveness keeps the brand resilient in a shifting landscape. 

MARKETING-INTERACTIVE: As a leader, how do you deal with it when your staff tells you the work is creating mental pressure and well being issues?  

The wellbeing of employees is a top priority. The first step is to listen actively and understand the pressures the team may be facing.

Creating an environment where people feel comfortable speaking up is essential to addressing concerns early and constructively. 

When challenges arise, teams work together to reassess workloads, clarify priorities, and ensure the right support is in place – whether through additional resources, flexible arrangements, or adjusted timelines. Promoting a healthy work-life balance is key, as the most impactful brand and strategic ideas come from a place of clarity and well-being, not exhaustion. 

MARKETING-INTERACTIVE: What keeps you going?  

What keeps my momentum going is seeing the impact of the team’s creativity, especially when a campaign launches and sparks meaningful engagement.  

Whether it’s thoughtful comments, positive conversations, or constructive feedback online, these moments affirm the brand’s relevance and emotional connection with audiences. 

There’s a unique energy in watching a product launch, rebranding initiative, or experiential campaign inspire excitement and dialogue. We closely track public response, sharing both successes and learnings to refine our approach. But what truly drives us is collaborating with passionate teammates in a culture where ideas flourish. That shared mission of elevating our iconic brand while staying true to our audience is what pushes us to keep innovating. 

MARKETING-INTERACTIVE: How do you boost employee morale when facing obstacles/challenges? 

Boosting morale during challenging times begins with empathetic listening and open dialogue. Creating space for team members to express concerns around pressure and workload helps reinforce that their well-being is valued as much as performance. Together, teams reassess priorities, rebalance responsibilities, and shift focus – often prioritising quality over quantity to reflect the brand’s commitment to exquisite craftsmanship, rather than competing on speed alone. 

In addition, healthy work-life balance is actively promoted within the team, recognising that creativity and impact stem from a place of well-being rather than burnout. Informal team-building activities, such as team lunch gatherings or dinners with karaoke, offer relaxed settings for connection and candid conversation.   

This holistic approach keeps mental wellness and collaboration at the core of the culture, empowering individuals to stay engaged, inspired, and resilient. 

MARKETING-INTERACTIVE: Anything else you would like to add 

Driving brand transformation for a legacy brand that blends tradition and innovation requires both resilience, curiosity and a commitment to continuous learning. The team is encouraged to explore new ideas, connect with consumers in meaningful ways, and evolve thoughtfully. Meaningful progress comes from values-led decisions, strong collaboration, and a shared passion for craftsmanship. 

Take your brand to new heights with cutting-edge AI strategies, innovative technology, and data-powered experiences. Don’t miss Digital Marketing Asia 2025 in Hong Kong on 20-21 October, where 200+ marketing leaders will explore game-changing trends, proven successes, and bold ideas shaping the future.

Related articles:

What's keeping me up: HSBC HK's Cheuk Shum
What's keeping me up: Carlsberg Asia's Rommel Fuentebella
What's keeping me up: foodpanda APAC's Jaslin Goh
What's keeping me up: McDonald's HK's Tina Chao