Chow Tai Fook Names New Global Creative Director

Chow Tai Fook has appointed David Tse as its new global creative director.

Tse will lead the team in expanding the brand’s creative identity, while conceptualizing, shaping and executing the overall creative strategy across all touchpoints, the company said Monday. He brings a mix of visionary brand storytelling, cultural diversity and creative leadership, it added.

He started his career in creative production and has since led award-winning work for some of the most influential brands such as Burberry, Uniqlo, Volvo and Starbucks. In his most recent position, Tse was a creative director for Hermès in Shanghai, becoming the first person appointed to that role outside the Paris headquarters.

“[Tse’s] appointment is timely as we continue to transform and globalize the brand,” said Sonia Cheng, vice chairman of Chow Tai Fook Jewellery. “His deep understanding of luxury, strong creativity and proven track record to translate brand strategy into powerful storytelling will play a key role in shaping our brand equity globally. I look forward to working with [Tse] to take our brand to the next level.

Image: David Tse. (Chow Tai Fook)