Collaboration Brands & Design Teams

"Token of Friendship" collection

Chow Tai Fook collaborated with Pong’s designer, Leo, created 3 sets of pendants and necklace for the "Token of Friendship" collection, which tells two stories - "Imprints" and "Accumulation". Incorporating the concept of the Chinese seal as a symbol of personal identity in ancient times, the collection presents the gift-givers’ most cordial and sincere blessings. The indent packaging adheres to Chow Tai Fook's commitment to sustainable development. The packaging can be used as decoration, and the notch has the meaning of accumulating happiness.  Au999 "Bowl of Prosperity", "Always My No.1" and "I <3 U" pendant and necklace set adopted an interesting double-sided design. When pressing the stamp slightly on the skin, the words on the back side would stamp on the skin as a seal, representing the transfer of your blessing to your loved one with prosperity life, admiration and affection respectively.

Founded in 1929, the Group’s iconic brand “CHOW TAI FOOK” is widely recognised for its trustworthiness and authenticity, and is renowned for its product design, quality and value. A long-standing commitment to innovation and craftsmanship has contributed to the Group’s success, along with that of its iconic retail brand, and has been embodied in its rich heritage. Underpinning this success are our long-held core values of “Sincerity • Eternity”.

The Group’s differentiation strategy continues to make inroads into diverse customer segments by catering to a bespoke experience for different lifestyles and personalities, as well as customers’ different life stages. Offering a wide variety of products, services and channels, the Group’s brand portfolio comprises the CHOW TAI FOOK flagship brand with curated retail experiences, and other individual brands including HEARTS ON FIRE, ENZO, SOINLOVE and MONOLOGUE. 

The Group’s commitment to sustainable growth is anchored in its customer-centric focus and strategies, which are in place to promote long-term innovation in business, in people and in culture. Another asset underpinning sustainable growth is a sophisticated and agile business model. This supports the Group by fostering excellence and extending opportunities along the entire value chain to communities and industry partners across the world.

With an extensive retail network in China, Japan, Korea, Southeast Asia and the United States, and a fast-growing smart retail business, the Group is implementing effective online-to-offline (“O2O”) strategies to succeed in today’s omni-channel retail environment.