Interest in High-Luxury Brands In China

In the latest years, China has seen an increasing interest in luxury brands, with a special focus on prestigious jewerly and watches. The Shanghai luxury data analytics company Re-Hub has stated this in its recent reviews on the matter. It took into account the market movements related to luxury brands in the latest months of 2024.


The statistics proposed by Re-Hub underline the exponential increment in commitment by consumers which can be found among the most important Chinese platforms, like WeChat, Weibo, Douyin and Little Red Book. At the same time, they analyze the content offered by brands and users, which can be essentially decisive for achieving success in China’s luxury markets.

Increased interest in High-Luxury Brands
Source: Re-Hub

As the graphic shows, the highest position is held by Cartier. It has seen an impressive growth in consumers’ interest in its luxury collections, primarily thanks to the attentiveness displayed during the 100th-anniversary celebration of Cartier’s Trinity collection. As a matter of fact, it has seen the participation of highly prominent figures linked firstly with the entertainment field, such as Jackson Wang.

The participation of celebrities during this luxury event has been proved as exceptionally appreciated by the consumers of Cartier and enthusiasts of the luxury brands field. There has been, indeed, an extremely active response to posts published by Cartier on Weibo and WeChat, promoting the brand and the Trinity collection. Hence, it is clear that the engagement of luxury brands with highly appreciated celebrities can lead to an increasing interest and commitment to the trademark. It can also expand its strength in the luxury market, using the high level of resonance from the partnership as a key point. The posts have, indeed, reached a large number of consumers, with about 136 thousands engagements on Weibo and 100 thousand on WeChat.

Thus, brands should show more interest in collaborating with prominent figures in order to increase the power they want to held on a business level.


The Re-Hub insight on the growing interest in China in luxury brands has also shown that the mainland jewerly brand Qeelin has reached for the first time an unexpected position in the chart, climbing up the rankings to reach the top ten. It is surely a remarkable achievement for the Chinese brand. Once again it can be claimed that the accomplishment is the direct result of engaging celebrities in the promotion process.

As far as Qeelin is concerned, it achieved its growth spike primarily during the strategic promotional campaign for its 20th anniversary. It, in fact, brought back into vogue and gave a prominent position to its well-known Wulu collection. The brand chose the popular Chinese song-writer and rapper Lay Zhang, also known as Zhang Yixin, as its outstanding brand ambassador. This strategy generated waves of appreciation within and outside the country while promoting interest in the brand among possible new consumers.


Posts of the promo event spread among the major Chinese platforms. There have been about 2,2 million reactions online to the partnership with Lay Zhang and approximately 1,37 million engagements to the Weibo post related to the luxury Ma Jiaqi and XiXi diamond pendant collection.

Increased interest in Chinese High-Luxury Brands
Source: Re-Hub

It is undoubtedly thanks to a great understanding of what most drives the national market trends that Qeelin has been able to achieve astonishing results. The huge resonance generated by social content published by Qeelin has attained an outstanding number of engagements, amounting to roughly 8,7 million BGC. It far exceeds the number of engagements generated by its competitors on the market. Graff, Tasaki e Van Cleef & Arpels, indeed, reached on average 135 thousand.

On the other hand, it is also fundamental to take into account the reactions sparked in users of online Chinese platforms and consumers alongside with admirers of jewelry and watch luxury brands. The engagements to Qeelin-related content generated by users (UGC) have reached a response of approximately 15,8 million interactions. On the other hand, the ones associated with other contending brands have barely achieved 5,4 million interactions.

Once again, the hard luxury market has fervently demonstrated how connecting with celebrities and high-profile people and creating a partnership with them can actually be functional from a strategic-financial point of view to increase interest and, consequently, interactions with luxury brands, as indeed happened with brands like Breitling and Zenith.

TikTok vs Douyin: A Guide for Luxury Brands by Long Advisory


Even Zenith, a high-level watch luxury brand, made the most out of its connection and partnership with the actor and singer Xiao Zhan in order to increase the amount of interactions and engagements across all the famous Chinese social platforms, reaching a huge number of mentions. The collaboration took place during the promotion of the renowned Chronomaster Sport watch. In that case, the posts on Weibo collected around 320 thousand of interactions and mentions. Continually, Zenith spoiled its partnership and tight relationship with the celebrity during a New Year’s post to furthermore promote its brand, attaining again a huge number of interested consumers among the users of Xiaohongshu.

The Re-hub chart shows that Zenith has also rapidly climbed the ranks of the most beloved luxury brands, reaching the 17th position.

Increased interest in High-Luxury Brands in China
Source: Re-Hub


During the celebrations for the just-started Year of the Dragon in February, Zenith leveraged the cultural and popular Chinese event to its advantage. Thanks to the “red envelope” campaign it harvested 56 thousand interactions by users of the WeChat social platform. Since the cultural commitment to valuable occasions rooted in the Chinese history of traditions and heritage is considered vital by the inhabitants of the mainland, this strategic tactic scored a wide range of positive reactions. Hence, this underlines that cultural initiatives together with the election of notorious brand ambassadors could be crucial to increase the company’s impact on the trade market.

Seeing how effective this approach has been in recent years in the growth of hard luxury brands, more and more companies have turned to action in order to try to compete with their rivals and climb up the ranks and therefore to increase their media influence and, consequently, the economic growth of their business. Although Breitling has not yet reached Zenith’s levels of popularity on social media and communication platforms, it has nonetheless increased its results by using the same winning strategy as other brands, thus choosing actor and model Huang Jingyu as its ambassador and partner. The successful responses on WeChat, Weibo and Douyin leave no doubt as to what modern brands and companies need to do in order to expand their consumer and investor base.

Long Advisory digital marketing agency in China

Long Advisory supports Western companies in China through digital marketing. In fact, our experience has led us to believe that today, the best and most convenient approach to making your brand well-known in China is through a digital approach. Furthermore, thanks to our know-how, we know how to make your brand known to potential Chinese consumers. With the effective coordination of Long Advisory, your company will see a new rise in the largest market in the world: China.

Long Advisory is a digital marketing agency specializing in developing digital marketing solutions tailored for the Chinese market. 

Interested in expanding your brand in China? Contact us for more info and details at


Although stereotypes may offer insight into another culture, they tend to be more harmful than helpful, often leading to misunderstandings.In this regard, there are
Over the years, Chinese preferences have undergone a transformation due to globalization and rising disposable incomes. Once considered a rarity reserved for special occasions,
The Qingming Festival, commonly known as Tomb-Sweeping Day, holds great significance in the Chinese cultural calendar as a time to honor and remember ancestors.