Editor’s Note
This article highlights a significant milestone for Chinese luxury brands, as Lao Pu Gold breaks into the top three of Hurun’s prestigious jewelry preference ranking. Its sustained recognition reflects the growing influence and craftsmanship of domestic brands among high-net-worth consumers.
Hurun Research Institute, which has long focused on the high-end consumer market, released the “2025 Hurun Best of the Best – Chinese High Net Worth Individuals Quality of Life Report” on January 30. The Chinese high-end brand Lao Pu Gold has been listed among the most preferred jewelry brands for high net worth individuals for the fourth consecutive year, and this year it has entered the top three, marking a new high for Chinese brands in the high-end jewelry rankings.
In 2025, global uncertainties and shifts in the consumption mindset of high net worth individuals presented new challenges to the traditional luxury industry. High net worth individuals have adopted a more rational and steady attitude towards consumption and investment, placing greater emphasis on the pursuit of emotional satisfaction and experiential value.
Hurun Research Institute believes that thanks to its unique brand value of “classic, ultimate, and heirloom,” Lao Pu Gold has become a “new benchmark” in the luxury sector across various dimensions including brand, product, service, and store experience, demonstrating sustainable competitiveness.
Since 2025, Lao Pu Gold has caused a rare global stir with its sustained phenomenal sales performance. Industry institutions widely believe that Lao Pu Gold is the first Chinese brand capable of competing on the same stage as Western luxury brands with strong competitiveness, breaking the long-term monopoly of Western brands and reshaping the market landscape of China’s high-end market. The Rothschild Report indicates that in 2025, Lao Pu Gold’s revenue is expected to surpass the revenue of Cartier’s parent company, Richemont Group, from its Chinese jewelry business for the first time. In the 2026 Lunar New Year, Lao Pu Gold’s stores across various locations continued to unleash even greater momentum, with popularity remaining high.
The British “Financial Times” noted in an article that while Western luxury brands face challenges, Chinese domestic brands are quietly rising, with Lao Pu Gold being particularly notable as the first Chinese jewelry brand to successfully create a sense of luxury value.
It is noteworthy that this year’s Hurun report ranked gold as a separate category for the first time. Lao Pu Gold was not included in the “Gold Rankings” but was placed in the same tier as international luxury brands.
The Hurun Best of the Best report, now in its 22nd year, aims to reveal the lifestyle, consumption habits, and shifts in brand perception and preferences of China’s high net worth individuals, striving to describe changes in their life patterns. The “Hurun Best of the Best” is widely regarded as the ISO standard for measuring brand perception among high net worth individuals.
Against the backdrop of a shrinking traditional luxury market and declining high-end jewelry consumption, Lao Pu Gold’s continuous rise in the ranking of the most preferred jewelry brands among high net worth individuals vividly reflects the profound transformation of the high-end consumer market. The consumption habits and brand perceptions of China’s high net worth individuals are maturing and evolving. With its classic culture, heirloom craftsmanship, ultimate aesthetics, and genuine product value, Lao Pu Gold has pioneered a new era for the industry.