As the generational shift occurs, more international watch and jewellery houses are beginning to sign popular Asian celebrities as brand ambassadors to appeal to younger, Asian audiences
Luxury watches and jewellery have long been established as collectors’ items of choice for those with a discerning eye. However, as the upcoming generational shift occurs, brands increasingly need to appeal to younger audiences in order to ensure long-term survival. They need to change how their items are perceived—from precious items locked away in safes to versatile pieces suitable for everyday wear. As the luxury market in Asia grows at a faster rate, brands also desire more than ever to connect with and appeal to Asian consumers—a trend reflected in the increasing number of international brands that have begun inviting Asian celebrities to serve as brand ambassadors. Here are nine Asian celebrities at the forefront of this industry shift.
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1. Blackpink's Rosé with Tiffany
International superstar and member of Korean girl group Blackpink, Rosé, who released her debut album -R- in March this year, is a fashion icon in her own right—so it came as no surprise when Tiffany announced that Rosé would be the luxury jewellery house’s global brand ambassador, fronting its 2021 Tiffany Hardwear campaign. The collection, inspired by the edge and energy of New York City, is no doubt the perfect fit for the singer, who has professed her love for the city that never sleeps.
Related: Exclusive: Blackpink's Rosé on What it's Like to Be Tiffany & Co's New Global Ambassador