Hong Kong – Chow Tai Fook Jewellery Group, the global Chinese luxury brand, has named veteran luxury creative David Tse as its new global creative director, effective immediately.
Tse’s appointment marks a milestone in the company’s brand transformation, with his role focused on leading the next phase of its global expansion. He will oversee the development of the brand’s creative identity and the conceptualisation, development, and execution of its overall creative strategy across all touchpoints.
Tse has built a distinguished creative career across China and international markets, bringing a combination of brand storytelling, cultural insight, and creative leadership. He began his career as an entrepreneur in creative production and has since led award-winning campaigns for globally recognised brands, including Burberry, Golden Goose, Uniqlo, Google, PayPal, Volvo, and Starbucks.
Most recently, Tse served as creative director at Hermès in Shanghai—the first such role outside the Paris headquarters—where he collaborated closely with the Paris team and partnered with artists and creatives across disciplines worldwide.
Commenting on his appointment, Tse said, “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.”
Sonia Cheng, vice chairman of Chow Tai Fook Jewellery Group, welcomed Tse to the team.
“His appointment is timely as we continue to transform and globalise the brand. 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,” she said.
