Chow Tai Fook Sales Surge as Luxury Jewellery Demand Rebounds Across Greater China

Jewellery giant Chow Tai Fook has reported a strong rebound in sales as demand for luxury jewellery continues to recover across mainland China, Hong Kong, and Macau, reflecting improving consumer sentiment and a gradual return of high-spending shoppers.

The group’s performance has been supported by a combination of rising foot traffic, renewed tourism flows, and steady demand for gold and gem-set jewellery, particularly for weddings, festive gifting, and investment-linked purchases. Management has indicated that both local consumption and visitor spending have contributed to the uplift, with Macau once again emerging as a key showcase market for premium products.

Macau’s recovery has been closely tied to the resurgence of mainland visitors, many of whom traditionally include luxury shopping as part of their travel experience. Integrated resorts and major retail hubs have seen stronger conversion rates, benefiting established jewellery brands with deep regional recognition. Analysts note that Chow Tai Fook’s extensive retail network and brand trust have positioned it well to capture this renewed demand.

In Hong Kong, stabilising tourism trends and improved consumer confidence have also played a role, while in mainland China, targeted promotions, product refreshes, and a focus on higher-margin collections have helped drive sales growth. Gold jewellery, in particular, has continued to attract buyers amid ongoing macroeconomic uncertainty, reinforcing its dual appeal as both adornment and store of value.

Looking ahead, industry observers remain cautiously optimistic. While consumer spending remains selective, luxury jewellery appears to be outperforming several other discretionary categories. Chow Tai Fook’s management has signalled continued emphasis on product innovation, store optimisation, and omnichannel engagement to sustain momentum as Greater China’s retail environment continues to normalise.