Editor’s Note
This article highlights Rolex’s innovative campaign blending Swiss precision with Chinese cultural heritage, demonstrating how luxury brands can create meaningful connections through craftsmanship and tradition.
Rolex launched its “致此刻圆满 (À la Perfection du Temps)” campaign, unveiling a poetic short film and its first-ever mooncake gift box that combines Swiss watchmaking precision with Chinese craftsmanship. The film juxtaposed a master artisan from Shanxi hand-carving traditional mooncake molds with a Rolex watchmaker adjusting components, symbolizing the harmony between time, craftsmanship, and cultural completeness. Widely praised in China, the campaign was recognized for its restraint, humanity, and emotional resonance – a true lesson in understated luxury storytelling.
From October 23 to November 5, 2025, Hermès inaugurated “The Silky Way” at the Marina Bay Sands Event Plaza: a free, reservation-only pop-up celebrating the house’s silk scarves (introduced in 1937). Designed as a poetic journey through history and craftsmanship, the experience blended film, galleries, and interactive spaces, featuring women’s silk director Cécile Pesce and men’s silk director Christophe Goineau, in collaboration with international artists. Singapore was the first stop before a planned global tour in 2026.
In October 2025, major international houses redoubled their imagination to captivate the Asian audience. From Shanghai to Tokyo, Seoul to Singapore, luxury reinvented itself through cultural, sensory, and emotional experiences. This panorama, signed by Trinity Asia, reveals how Asia is asserting itself more than ever as the global laboratory for luxury storytelling.
From Shanghai to Chengdu, major international houses are becoming bolder to captivate the Chinese market. Between heritage exhibitions, immersive pop-ups, and cultural collaborations, China is asserting itself more than ever as the beating heart of luxury innovation. In an economic slowdown context, brands are betting on storytelling, emotion, and proximity to maintain desirability.
Overview: From October 24 to November 2, Tiffany organized a private, invitation-only high jewelry exhibition at Zhang Yuan to present the Blue Book 2025: Sea of Wonder. A spectacular two-level event combining curation and craftsmanship: exhibition on the first floor, private salons on the second, outdoor terrace, and live artisan demonstrations. A gala evening marked the opening of the event.
Overview: In October 2025, Louis Vuitton unveiled its new edition of the Chengdu City Guide and the Journey to China fragrance collection during the experiential pop-up “Chengdu, Play”. Blending literature, scents, and gastronomy, the House invited visitors to rediscover Chengdu’s “slow life” philosophy through sensory storytelling. Led by poet Zhai Yongming, this new guide and its activations highlighted LV’s localized cultural strategy. Although the pop-up was open to the public, some sessions required reservation via the brand’s WeChat Mini Program.
