Luxe.CO Intelligence reviewed 295 updates from 105 luxury brands in the Chinese Mainland during the third quarter of 2024, selecting six outstanding cases with exclusive commentary for industry insight (arranged alphabetically).
Bulgari hosted the Serpenti Metamorphosis art exhibition at Beijing’s Guardian Art Center.
Luxe.CO Insights:
The 140-year-old luxury jewelry brand Bulgari was born in Rome, a city rich in art and architectural heritage, linking the brand closely with art from its inception.
To celebrate the 75th anniversary of its iconic Serpenti collection, Bulgari launched the Serpenti Factory art initiative in 2023, which has since traveled to cities including London, Madrid, Shanghai, Seoul, New York, Los Angeles, Dubai, Milan, and Tokyo.
In July of this year, the exhibition returned to China, concluding in Beijing with its largest display. This Beijing showcase featured representative pieces from various stages of the Serpenti collection’s history, as well as works by artists inspired by the serpent motif.
In an interview with Luxe.CO this July, Bulgari Global CEO Jean-Christophe Babin explained the impetus behind the Serpenti Factory initiative: “Art has been crucial to our past successes, and we need to elevate art’s influence for the future to reap its benefits.”
Beyond exhibitions, Bulgari is supporting art and artistic talent through multiple initiatives.
In March, Bulgari launched the Bulgari Foundation in Rome, with one of its primary missions being art patronage. This includes preserving renowned Italian and international historical landmarks and supporting the next generation of creative talent.
That same month, Bulgari introduced Bulgari Studio, an innovative laboratory project. Through this interdisciplinary platform, Bulgari collaborates with designers and artists globally, pushing the boundaries of art and design while providing a space for the world’s most creative minds to co-create and realize their visions.
Babin stated to Luxe.CO, “Our sponsorship has no short-term goals. What matters is our role in promoting the spread and development of art.”
Cartier held the 100 Years of Timeless Style Trinity 100 Exhibition at the West Bund Art Center in Shanghai, marking the global launch of the exhibition.
Luxe.CO Insights:
The global debut exhibition showcased the 100-year history and evolution of Cartier’s iconic Trinity series. It not only reinforced the Trinity’s recognition as a vital brand symbol but also illustrated Cartier’s continuous exploration and innovation while preserving classic design. This balance between tradition and innovation is key to Cartier’s enduring presence at the forefront of high jewelry fashion.
Besides this exhibition, Cartier has recently hosted several major events in the Chinese Mainland, making China the first stop for these showcases.
For instance, in 2020, Cartier hosted its [SUR]NATUREL High Jewelry Exhibition in Shanghai, the first global launch of a new high jewelry collection in China. In April last year, Cartier presented a panther-themed exhibition in Guangzhou and supported Women in a New Light – Cartier and Women, a special exhibition in Hong Kong focused on women’s roles and influence in Cartier’s history, the first large exhibition on this theme. In May this year, Cartier held the Cartier Women’s Initiative awards ceremony in China for the first time.
In November, Cartier will support the Magnificent and Memorable: Cartier’s Art Magic exhibition hosted by the Shanghai Museum. This frequent hosting of major exhibitions in China is uncommon among luxury brands, underscoring Cartier’s high regard for the Chinese market.
In Luxe.CO’s Luxury Jewelry & Watch Brand Vitality Ranking in the Chinese Mainland for the first half of 2024, Cartier ranked second, highlighting Cartier’s robust performance and brand vitality in the Chinese Mainland market during the first half of this year.
According to financial reports from Cartier’s parent company Richemont, Cartier’s jewelry and watch segments saw growth in the first quarter of the 2025 fiscal year.
Dior held the Golden Dior exhibition at the Guardian Art Center in Beijing.
Luxe.CO Insights:
During the LVMH Group’s analyst conference call following the release of its 2023 annual report in January, LVMH Chairman and CEO Bernard Arnault stated, “For Dior, we have reached a stage where such high growth is no longer necessary; an 8-10% growth rate is perfect. Unrestrained growth is not our goal—enhancing desirability is.”
With a history of 77 years, one of Dior’s strategies to elevate its desirability among consumers is through exhibitions.
The Golden Dior exhibition is Dior’s largest event in China this year. The exhibition features 15 areas crafted in gold, displaying Dior’s haute couture and fragrance masterpieces, as well as 54 artworks by 49 global artists, including 15 pieces by 14 Chinese artists.
Held during the 60th anniversary of diplomatic relations between China and France, the exhibition is more than just a visual delight; it serves as a significant cultural exchange.
Since 2023, Dior has hosted major exhibitions worldwide, including in Shanghai, Paris, and Tokyo.
These exhibitions include a showcase focused on collaborations with female artists at Dior Galerie in Paris; Dior and Art at the West Bund Art & Design fair in Shanghai; an exhibition on Dior’s J’adore fragrance at the École des Beaux-Arts in Paris; and Designer of Dreams at the Museum of Contemporary Art in Tokyo.
Exhibitions serve as a direct display of brand history and heritage, enhancing consumers’ recognition of the brand’s culture and spirit and elevating Dior’s image.
According to LVMH Group’s latest financial report, which includes key performance data for Q3 and the first nine months of 2024, Christian Dior continues to exhibit extraordinary creative momentum. This is evident in the latest Miss Dior collection, while Dior Sauvage for men maintains steady growth, consolidating its position as a leading global fragrance. The new Miss Dior fragrance has also been well-received.
Jaeger-LeCoultre launched its The Precision Pioneer exhibition, marking the first showing of this theme in China at WF Central in Beijing.
Luxe.CO Insights:
With the growing interest in luxury watches among young people who are increasingly inclined to purchase high-end timepieces, luxury watch brands need to consider how to communicate the technical terminology and intricate craftsmanship of haute horlogerie in a way that is accessible and appealing to consumers.
Jaeger-LeCoultre’s The Precision Pioneer exhibition sets an exemplary standard for the industry. The exhibition offers a detailed journey, from each magnified component of the movement and every calculation process to each original design sketch, revealing the story behind Jaeger-LeCoultre’s expertise, the high watchmaking chain, and the pursuit of “precision” that underpins the entire luxury watch industry.
Known as the “watchmaker’s watchmaker,” Jaeger-LeCoultre has provided movements for esteemed brands like Patek Philippe, Cartier, and Vacheron Constantin. Its iconic Reverso collection, the third oldest watch icon globally, has earned it a distinctive place in haute horlogerie.
In the Chinese Mainland, Jaeger-LeCoultre is using diverse approaches to engage consumers and impart industry knowledge.
In 2022, Jaeger-LeCoultre opened a flagship store in Shanghai’s K11 shopping center, introducing the Atelier d’Antoine workshop for the first time in-store. This year, Jaeger-LeCoultre inaugurated its largest global flagship store at WF Central in Beijing, where the Atelier d’Antoine courses are freely accessible to Chinese consumers (by appointment through the store’s sales representatives), whereas this workshop is chargeable in overseas locations. (Note: The Discovery Workshop courses have a maximum of eight participants per session, lasting 1.5 hours, led by a lecturer and a watchmaking expert, combining guidance with hands-on experiences, such as the accomplishment of assembling a Reverso watch.)
Such localized initiatives not only enhance Jaeger-LeCoultre’s engagement with Chinese consumers but also reflect its commitment to the Chinese market, strengthening its competitiveness in the region.
Qeelin collaborates with the China Dunhuang Grottoes Conservation Research Foundation and Dunhuang Academy, supporting long-term research on the adornments from the Sui and Tang dynasties in the Dunhuang Grottoes.
Luxe.CO Insights:
Unlike other luxury jewelry brands, Qeelin is an international high-end jewelry brand rooted in Chinese culture, with its origins and inspiration derived directly from Dunhuang.
Founder Dennis Chan was profoundly inspired by the murals of the Mogao Caves during a 1997 trip to Dunhuang, sparking the idea to create a jewelry brand based on Eastern aesthetics. As Qeelin celebrates its 20th anniversary this year, the brand returns to Dunhuang, actively supporting and participating in the first dedicated research project on Dunhuang grotto adornments.
This commitment reaffirms Qeelin’s respect for its cultural roots and underscores its contribution to cultural heritage preservation.
On its 20th anniversary, Qeelin has further strengthened its high jewelry promotion and expanded its international presence.
In March, Qeelin opened a flagship store in Tokyo’s Ginza and hosted the Wandering Dreams of Qilin high jewelry exhibition in Hangzhou. In May, global brand ambassadors Zhang Yixing and Lim Yoona joined Qeelin at the 77th Cannes Film Festival, paying tribute to actress Maggie Cheung, who wore Qeelin jewelry twenty years ago as the first Chinese actress to win at Cannes. In July, Qeelin’s Harbour City store in Hong Kong reopened with an expanded VIP experience area and high jewelry display section.
In September, Luxe.CO conducted an exclusive interview with Qeelin CEO Christophe Artaux. When asked how Qeelin maintains its brand vitality, Artaux modestly remarked, “We are a young brand in a highly competitive market, contending with numerous established Chinese and international brands. To stay relevant in such a market, we must remain hyperactive.”
Vacheron Constantin hosted the Endless Horizon – A Journey Through Water and Time exhibition at Beijing’s Pudu Temple, where it unveiled new pieces from the Métiers d’Art collection inspired by traditional Chinese haishui jiangya (sea and cliff) patterns drawn from Ming and Qing dynasty attire.
Luxe.CO Insights:
Through this exhibition, Vacheron Constantin seamlessly combined China’s rich cultural heritage with Swiss watchmaking expertise, demonstrating the brand’s deep respect and understanding of Chinese culture. This cross-cultural homage provides a reference model for localization strategies in global markets.
Founded in 1755, the 269-year-old luxury watch brand Vacheron Constantin is one of the world’s oldest watchmakers. Its connection with China dates back to 1845, when it first shipped sample watches to China.
In 2012, to honor the Chinese Zodiac, Vacheron Constantin introduced the Métiers d’Art Legend of the Chinese Zodiac series. The brand has continued this tradition by releasing two limited-edition models each year. To align more closely with Chinese traditions, these creations are developed through collaboration between the brand’s designers and a Chinese team.
Beyond timepieces, Vacheron Constantin has made extensive and long-term strategic investments in the Chinese market through channels, cultural exchange, and more.
In 2022, the brand opened Maison 1755, an immersive time-art experience in Zhangyuan, Shanghai, housed in a four-story historic building displaying its entire watch collection and showcasing the art of watchmaking.
In early 2024, Vacheron Constantin opened its largest retail store in China at Taikoo Hui in Guangzhou.
Additionally, in July, Vacheron Constantin established a partnership with the Palace Museum School, initiating a series of cultural exchanges and training activities focused on craftsmanship and horology.
According to the Q1 fiscal data for 2025 released by Vacheron Constantin’s parent company Richemont, the brand continues to demonstrate resilience in the market.
| Image Credit: Provided by the brand and official brand channels
| Editor: Zhu Ruoyu
