Chow Tai Fook opens Hong Kong flagship, debuts home line with Bernardaud
Chow Tai Fook turned a 10,000-square-foot Canton Road flagship into a lifestyle play, pairing jewelry with Bernardaud porcelain and a 40-kilo gold gingko tree.
Chow Tai Fook has opened its first global flagship in Hong Kong, a 10,000-square-foot store on Canton Road in Tsim Sha Tsui that pushes the heritage jeweler well beyond the old milestone-purchase model. The new address mixes fine jewelry with gifting and home goods, including a tableware line developed with Bernardaud, the French porcelain maker, in a clear bid to bring shoppers back more often and at more varied price points.
Inside, the brand has leaned hard into spectacle and memory. A gold gingko tree rises 2.1 meters tall and 2.3 meters wide, weighs 40 kilograms and contains more than 3,500 solid-gold leaves and branches. Chow Tai Fook says the piece was crafted in 2016 by 50 artisans over more than 60,000 hours, a display object that functions as both installation and manifesto. The store also includes a VIP salon and a Heritage Pavilion stocked with brand-history objects dating back to 1929, among them 1970s statues of the Chinese god and goddess of longevity, a gold rickshaw and a pair of running shoes commemorating Liu Xiang’s 2006 110-meter hurdles world record.
The opening lands as part of a broader reset for Chow Tai Fook Jewellery Group. Sonia Cheng, the company’s vice chairman and head of Rosewood, called the debut “a defining moment” in the brand’s ongoing transformation, saying the home category is a natural extension of its nearly century-old Chinese craftsmanship heritage and a way to bring that artistry into everyday life. That strategy gained another layer in March 2026, when Chow Tai Fook named David Tse its first global creative director to oversee creative direction across touchpoints and help steer the brand into a new era.
The Hong Kong flagship also matters because of where the story began. Chow Chi-Yuen founded Chow Tai Fook in Guangzhou in 1929, the business expanded to Macau in 1938 and opened in Hong Kong in 1939 on Queen’s Road Central. The company used its 2024 Rouge Collection, launched for its 95th anniversary, to underline the pillars it still wants associated with the name: Chinese cultural motifs, fixed pricing, the 999.9 gold standard and its rise as the largest diamond importer in China. The Canton Road flagship makes that history feel less like archive and more like retail strategy, turning provenance, craftsmanship and lifestyle into one continuous sales floor.
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