Chow Tai Fook Names David Tse Global Creative Director Effective March 2

Chow Tai Fook Jewellery Group Limited has appointed David Tse as Global Creative Director, effective 2 March 2026, the company announced in press materials distributed via EQS Newswire and the group's website. The appointment is presented as a milestone in the group's brand transformation and a push to "spearhead the brand’s next era of global influence," language that appears in the EQS distribution timed 02/03/2026 at 11:00 UTC+8.

The group identified Chow Tai Fook as a "global Chinese luxury group built on a nearly-century old legacy of trust and innovation" and noted its portfolio includes CHOW TAI FOOK, HEARTS ON FIRE, ENZO and MONOLOGUE. Rhea-AI and company summaries attached to wire copies reference a retail network of over 5,000 stores worldwide. Sonia Cheng, Vice Chairman of Chow Tai Fook Jewellery Group, framed the hire around narrative and equity-building: "His deep understanding of luxury, strong creativity and proven track record to translate brand strategy into powerful storytelling will play a key role in shaping our brand equity globally. I look forward to working with David to take our brand to the next level."

Company materials and press summaries set out Tse’s remit in specific terms: lead global creative strategy, brand storytelling and campaign execution; oversee conceptualisation, development and execution of the brand’s creative identity across all touchpoints; and lead the creative team as the group advances its brand transformation ahead of its centenary. Rapaport framed the appointment as a "strategic step in the brand’s globalization and repositioning," and Rapaport alone described the role as "newly created," a characterization not repeated in the company text.

Tse joins from Hermès in Shanghai, where multiple outlets note he served as Creative Director and that the role was the first such appointment outside Hermès’ Paris headquarters. His CV as presented in the releases traces an early career as an entrepreneur in creative production and credits him with leading award-winning campaigns for brands including Burberry, Uniqlo, Volvo, Starbucks, Golden Goose, Google and PayPal. Tse said in the company statement, "I am excited to join Chow Tai Fook Jewellery Group at this pivotal moment as we approach our centenary celebration. I have long admired the brand as a distinctive global symbol of Chinese luxury. My focus will be on honouring our rich heritage while fostering innovation and creativity, always keeping our customers at the heart of everything we do."

There are minor distribution discrepancies in the wire copies: Stocktitan and ACCESS Newswire carried the release on March 1, 2026, and Marketech APAC described the appointment as "effective immediately," while EQS and the company website specify 2 March 2026. Media contacts provided in the EQS/CTF release are Haide Ng, Associate Director, Corporate Communications, Tel: (852) 3115 4402, haideng@chowtaifook.com, and Acky Chan, Senior Manager, Corporate Communications, Tel: (852) 3115 4403, ackychan@chowtaifook.com.

As Chow Tai Fook moves toward its centenary, the appointment of a luxury creative leader from Hermès signals an explicit push to sharpen worldwide storytelling across the group's brands; the next measurable test will be how quickly Tse's campaigns appear across CHOW TAI FOOK, HEARTS ON FIRE, ENZO and MONOLOGUE and whether they reshape the group's positioning in key markets. An image asset captioned "David Tse portrait" is available from the company for publication.