After launching its first high jewelry collection last year, Chow Tai Fook, the legacy Hong Kong jewelry group, has named its first global creative director.
David Tse, most recently creative director of Hermès in Shanghai — a first for the French luxury house in the market — is a Hong Kong native who has spent the bulk of his career in Shanghai as an entrepreneur focused on creative production.
For Sonia Cheng, heiress to Chow Tai Fook and the head of its family-owned Rosewood luxury hotel chain, Tse’s appointment will help usher in a new era for the brand.
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“Tse will lead the team to further develop the brand’s creative identity, and conceptualize, develop and execute the overall creative strategy across all touch-points,” Chow Tai Fook said in a statement.
“His [Tse’s] 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,” Cheng said.
For Tse, joining Chow Tai Fook means creating content around “a distinctive global symbol of Chinese luxury,” Tse said.
“My focus will be on honoring our rich heritage while fostering innovation and creativity, always keeping our customers at the heart of everything we do,” Tse added.
Tse, a graduate of The Hong Kong Polytechnic University, began his career in art direction at Razorfish Global, servicing clients such a Nike, Nutella, Lipton and HSBC, according to his LinkedIn profile. Tse soon relocated to Shanghai at the height of the city’s most-recent creative boom, crafting local campaigns for companies including Burberry, Golden Goose, Uniqlo, Google, PayPal, Volvo and Starbucks.
In 2024, Tse was appointed creative director at Hermès in Shanghai, a newly created role focused on social media campaigns and localized partnerships, including commissioning local artists for Chinese New Year initiatives.
Hermès has yet to reveal a successor for Tse.