Chow Tai Fook’s diamond-studded gold AirPods case — made from 350 grams of gold, priced at 788,800 RMB ($115,000), and sold as a single piece at Shanghai’s Grand Gateway 66 in February — has gone viral on Weibo, spotlighting the jeweler’s push to target China’s growing high-net-worth consumer segment. The launch coincided with Chow Tai Fook’s appointment of David Tse, formerly creative director at Hermès Shanghai, as its first global creative director.

Related reading: As gold hits $5,200, beauty discovers its new CNY lever