BEIJING, August 21, 2024 - On August 16, 2024, Chow Tai Fook Jewelry, a leading brand in China's jewelry industry, announced the launch of a new work in collaboration with the Palace Museum, the Chow Tai Fook Palace Collection. This is a strategic cooperation agreement between the two parties. In order to promote the beauty of China's excellent traditional culture, they will jointly launch gold jewelry pieces inspired by the art treasures in the Palace Museum.
Founded in 1929, the Group's iconic brand "Chow Tai Fook" has gained worldwide recognition for its forward-thinking, excellent craftsmanship and reliable quality, and has built a trusted brand reputation over the years.
Chow Tai Fook is committed to inheriting traditional Chinese gold craftsmanship and promoting China's excellent traditional culture. By combining traditional aesthetic spirit with contemporary aesthetic pursuit, Chow Tai Fook further stimulates the vitality of China's excellent traditional culture and interprets a new chapter of cultural innovation. On the occasion of celebrating the brand's 95th anniversary, Chow Tai Fook embarked on a revolutionary brand transformation journey and continued to explore innovative ways to convey and interpret the brand's vision. To this end, Chow Tai Fook created "wearable artworks" - the Chow Tai Fook Palace Collection of Jewelry. Through this series, Chow Tai Fook has broadened the boundaries of cultural promotion and raised the protection and inheritance of China's excellent traditional culture to a new level.
Join hands to promote the protection and inheritance of Chinese cultural treasures
On December 5, 2023, in order to protect, study and inherit the excellent traditional Chinese culture carried by the Forbidden City and give new life to traditional culture, Chow Tai Fook and the Palace Museum reached a strategic cooperation to start a new journey of cooperation. The Palace Museum is the largest and most complete ancient palace complex in our country. The Palace Museum has a complete collection of cultural relics, with a total of 1.86 million pieces/sets of existing collections. It embodies the exquisite skills of ancient Chinese craftsmen and the wisdom of the working people. It is an important bearer of 5,000 years of Chinese civilization and a gathering place of excellent traditional Chinese culture. The cooperation between Chow Tai Fook and the Palace Museum has greatly promoted the process of protecting and inheriting Chinese cultural treasures and promoted cultural exchanges on a global scale.
Lou Wei, executive vice president of the Palace Museum, said at the signing ceremony of the strategic cooperation that the high-quality development of the Palace Museum is inseparable from the support and joint participation of all sectors of society. In recent years, Chow Tai Fook Jewelry Group has invested a lot of resources in the field of cultural innovation, and has achieved many achievements in promoting the creative transformation and innovative development of China's excellent traditional culture, reflecting a high sense of corporate social responsibility. The Palace Museum is willing to join hands with Chow Tai Fook to actively promote the protection, research and inheritance of cultural heritage, explore the diverse value of cultural heritage, develop more cultural products that carry Chinese culture and Chinese spirit, enhance the dissemination power and influence of Chinese civilization, and promote exchanges, mutual learning and common development of the world's diverse civilizations.
In the future, Chow Tai Fook will support the Palace Museum's cultural heritage protection and inheritance work by supporting the Palace Museum to hold exhibitions and actively promote the development of cultural and creative products themed on the excellent traditional Chinese culture carried by the Palace Museum. Zheng Zhiwen, vice chairperson of Chow Tai Fook Jewelry Group, said that Chow Tai Fook has always been committed to protecting Chinese cultural heritage through innovation. With the group's huge retail network all over the world, it will show the world the beauty of oriental culture and art.
Chow Tai Fook Palace Museum Series: Rejuvenating Art
As a jewelry family that inherits China's eternal craftsmanship and aesthetics, Chow Tai Fook has continuously introduced jewelry works that have been deeply rooted in the hearts of the people for 95 years, and has also integrated excellent traditional culture and memory into the works to create many classic masterpieces. The new Chow Tai Fook Palace Museum series combines modern aesthetic design and traditional Chinese gold craftsmanship to show the unique charm of Chinese cultural heritage over time, striving to transform the precious cultural relics elements of the Palace Museum into classic masterpieces suitable for daily wear and containing excellent traditional culture through innovative design.
One such wearable work of art is the "Dragon Drum" gold pendant, inspired by the Palace Museum's gold-lacquered painting of the cloud dragon pattern poking drum. The outer layer of the pendant is a gold-encrusted jade ring, and the inner part is a rotating ring, engraved with a dragon flying through the clouds on one side and a double dragon playing with beads on the other side. The pendant is made using traditional Chinese gold craftsmanship - gold filigree craftsmanship, granular inlay craftsmanship, and is inlaid with a variety of precious gemstones such as green jade, diamonds and malachite. This colorful piece symbolizes "good luck" and is a wonderful interpretation of cultural heritage and craftsman spirit.
The same series of gold bracelets, with the addition of "Dragon Teng Drum Music" featuring three-dimensional engraved lion heads, is equipped with an adjustable rotating rope ring, and the top is inlaid with brilliant lapis lazuli, malachite and Nanhong agate, so that the brilliance of gold and the brilliance of gemstones collide with a fascinating contrast effect. The bracelet edge adopts a variety of gold craftsmanship techniques, is decorated with round drum nails, and is lined with exquisite filigree inlay, creating an artistic masterpiece that fuses Chinese culture, craftsmanship and innovation.
Another masterpiece of the Chow Tai Fook Palace Museum collection is the "Exquisite Flower Butterfly" gold pendant, which vividly interprets the painting on the page "Begonia Butterfly" in the Palace Museum's collection. Inspired by the delicate shape of the butterfly, this delicate pendant consists of three unique designs: the outer layer is polished gold edge with mesh gold filigree craftsmanship; the middle layer is beaded with two pearls on each side; the inner layer is centered on a filigree swirl pattern, and the edge is decorated with green enamel and two round diamonds. The center of the pendant is also inlaid with red tourmaline and pearls. This masterpiece is carefully crafted by master craftsmen and symbolizes harmony, auspiciousness, health and longevity.
Chow Tai Fook released the new series through a stunning and eye-catching promotion video, which interprets the unique charm of these two flagship products through the combination of Chinese drum and traditional dance. Chow Tai Fook hopes to take this opportunity to demonstrate the ingenuity of Seiko and the splendid Chinese culture.
