The Luxury Jewellery & Watch Brands in China Power Ranking 2025, jointly released by Luxe.CO and LuxeCO Intelligence cover 277 brand activities of 40 luxury jewellery and watch brands in the Chinese market in 2025.
This ranking is the industry’s first comprehensive and systematic “dashboard” reflecting the level of investment and market activity of luxury jewellery and watch brands in the Chinese market, and has now been released for four consecutive years.
“Luxury Jewellery & Watch Brands in China Power Ranking 2025” TOP 10 List
TOP 10 Rankings of the “Luxury Jewellery & Watch Brands in China Power Ranking” from 2022–2024:
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Continuing the trend seen in 2024, luxury jewellery brands remain one of the most resilient and structurally advantaged categories within the luxury sector. For example, led by Cartier and Van Cleef & Arpels, the jewellery division of Switzerland-based Richemont Group (at constant exchange rates) recorded year-on-year sales growth of 17% and 14% respectively over the past two quarters, significantly outperforming the overall performance of luxury apparel and leather goods.
The precious materials, refined craftsmanship and cultural depth embodied in high jewellery align precisely with what Chinese consumers today regard as the core value propositions of “luxury brands”.
Notably, the Luxury Jewellery & Watch Brands in China Power Ranking has, for the first time, included two Chinese domestic jewellery brands: Lao Pu Gold and Chow Tai Fook. This reflects the phased achievements of Chinese brands “moving upmarket”, and also highlights Chinese consumers’ growing identification with and resonance toward Eastern culture and aesthetics.
Among them, Lao Pu Gold stands out as a phenomenon-level case in the global luxury industry in 2025. After years of accumulation and preparation, the brand has achieved the milestone of entering major top-tier luxury commercial complexes across China’s first-tier cities in one decisive move, while comprehensively surpassing international brands in terms of growth rate and store productivity.
Founded in 1929, Chow Tai Fook officially entered the “haute joaillerie” arena in 2025. In an exclusive interview with Luxe.CO, Sonia Cheng, Vice Chair of Chow Tai Fook Jewellery Group and a fourth-generation member of the Chow Tai Fook family, emphasised: “The jewellery market has long been dominated by Western brands, and the expression of Eastern aesthetics has always been insufficient… We aim to truly showcase our craftsmanship and bold statements in high jewellery to the global luxury market.”
In addition, Qeelin, the jewellery brand under France’s Kering Group, founded by Hong Kong-based Chinese designer Dennis Chan (Chen Ruilin) and inspired by his journey to Dunhuang, has in recent years pursued deep engagement with Chinese local culture across multiple dimensions, including product design, festive marketing, event locations and brand ambassadors. The brand has made the TOP 10 list consecutively, standing as an important embodiment of Eastern aesthetic power within the international jewellery landscape.
By contrast, the high-end watch category, which also falls under the broader “hard luxury” segment, faces greater challenges. In a volatile economic environment, luxury consumers are more inclined to choose fine jewellery with clear “investment” attributes and classic aesthetic appeal. At the same time, an increasing number of luxury brands are expanding across categories into watches, adding further complexity to competition. In addition, younger consumer groups, particularly men, are increasingly drawn to rapidly evolving high-tech electronic products and automobiles.
Under pressure from multiple fronts, how luxury watch brands can adopt a breakthrough mindset, dismantle the old ecosystem and construct new narratives has become a critical issue for the industry.
Luxe.CO believes that for the Chinese market, where the habit of wearing watches has yet to become deeply ingrained, the following four key issues require serious attention from the luxury watch industry and brands:
How can brands move beyond traditional “watch narratives” to tell new stories to a broader audience? Is the communication and awareness of brands’ iconic models sufficiently established? Can fine watchmaking craftsmanship be popularised through “low-threshold” approaches? And as K-shaped divergence in watch consumption intensifies, how can mid-tier brands identify differentiated paths to survival?
Scan the QR code or click here to download the full “free version” of the report.
About LuxeCO Intelligence
“LuxeCO Intelligence” is a unique research and consulting service platform for the global fashion industry. Rooted in China and guided by a broad global perspective and deep industry insight, it continuously delivers forward-looking consumer insights, industry research and strategic advisory services.
Leveraging our continuously evolving industry network, data intelligence and knowledge system, LuxeCO Intelligence focuses on the luxury goods, sports and outdoor, fashion accessories, beauty and fragrance, and lifestyle sectors. Through structured business intelligence, systematic sub-sector research, efficient first-hand studies, rich practical case analyses and forward-looking strategic thinking, we provide industry leaders with high-quality decision-making references.
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