Tiffany, Jaeger-LeCoultre, Qeelin unveil Chinese Valentine’s Day campaigns

As Qixi Festival, the Chinese Valentine’s Day, draws near, watch and jewelery brands are rolling out their romantic and innovative campaigns to celebrate love. Jing Daily highlights Jaeger-LeCoultre’s collaboration with Jackson Yee for a song and film inspired by the brand's Reverso watch series, Qeelin’s iconic Wulu jewelry in 18K rose gold and adorned with round-cut diamonds, Montblanc’s “HeartWritten” offering elegant gifts and more. Boucheron French jewelry house Boucheron has announced a collaboration with global brand ambassador Xiao Zhan for this year’s Qixi Festival, which falls on August 10. The campaign features the Quatre collection, which was first introduced in 2004, and showcases four distinct architectural styles. Xiao is featured in the campaign wearing pieces from the Quatre Classique, Quatre Black, and Quatre Double White collections. The collaboration aims to highlight individual style and authenticity. Tiffany Tiffany & Co. has collaborated with media platform Yitiao to produce a series of short films titled "Guarding, as a Way of Love." The series explores four modern dimensions of love – toward partners, friends, family, and oneself. The first episode focuses on "romantic love," featuring the story of designer couple Li Yeye and Yan Yan and their island garden. The series is inspired by a gold padlock brooch designed by Tiffany over 140 years ago for a loving couple, which influenced the creation of the chic Tiffany Lock series. Jaeger-LeCoultre Jaeger-LeCoultre draws inspiration from its iconic Reverso watch series to explore the concept of multifaceted love and romance. The brand has collaborated with global ambassador, Chinese actor and singer Jackson Yee, to release a dedicated campaign named "The Rise: A Journey To New Heights" and their first joint song Convergence from the Two Ends of Time, along with their first music short film as the promotional video. The video went viral, garnering over 18 million views on Weibo within four days, receiving highly positive reviews from netizens. Qeelin Fine jewelry brand Qeelin draws from ancient Eastern legends with its Wulu series, weaving a tale of romantic serendipity. The Wulu design, carved from red agate, is set in 18K rose gold and adorned with round-cut diamonds, symbolizing “embracing love and abundant blessings.” This newest piece brings an ultimate Eastern romance to life while adding a playful cultural depth to the world of high jewelry. The Qeelin Wulu Qixi special edition includes necklaces and bracelets. The 18K rose gold symbolizes a resilient promise of love, while the precious red agate conveys vitality and joy. Montblanc Montblanc embraces this year’s Qixi Festival by continuing its “HeartWritten” initiative, offering a curated selection of gifts that add new chapters to enduring love stories. Among the standout offerings is a limited-edition writing instrument inspired by the captivating love stories in Jane Austen’s works. For those with a penchant for luxury accessories, Montblanc introduces a new raspberry pink leather goods collection. The brand also unveiled the latest addition to its Bohème watch series, a timepiece that encapsulates the brilliance of a starry sky.

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Tiffany, Jaeger-LeCoultre, Qeelin unveil Chinese Valentine’s Day campaigns