Chow Tai Fook's gold is an international benchmark: Chow Tai Fook Gold Co., Ltd., founded in Guangzhou in 1929, moved to Hong Kong and Macao to escape the war, in the 20th century, Chow Tai Fook founder Chow Zhiyuan's son-in-law Cheng Yu-tung first launched 999.9 pure gold jewelry to win reputation, the Hong Kong government also set this as the Hong Kong gold jewelry fineness standard, now gold products contribute more than half of the turnover of Chow Tai Fook jewelry every year, and the Cheng family is currently one of the four major families in Hong Kong.
 
Chow Tai Fook's most glorious period was in 2014, when its revenue exceeded HK$77.4 billion, ranking fourth in Deloitte's 2015 Global Luxury Report, surpassing luxury group Kering, and although its development momentum has ceased to be rapid in recent years, it still ranked ninth in the list of the top 100 global luxury companies in 2017, firmly ranking first in China's jewelry industry.
 
When choosing traditional wedding jewellery or using it as a collection, Chow Tai Fook gold is the first choice. Although it is lacking in styling, the 3D hard gold process is mature, and series such as Lucky Star Baby, Marvel, and HelloKitty are popular with the younger generation. As early as the 60s of the last century, Chow Tai Fook had purchased a company with a "De Beers" license and began to set foot in the diamond industry, and in 1993 became a De Beers global special placer and a selected diamond dealer of Rio Tinto Diamonds. In 2012, it signed an agreement with Alrosa, a Russian diamond development company, and Chow Tai Fook has an incomparable advantage over other Chinese jewelry brands in terms of raw materials. In addition, Chow Tai Fook's shortcomings in high-end diamond jewellery have gradually been filled: in 2013, it was authorized by Crossworks to exclusively sell its patented eight hearts and eight arrows cut square diamonds in Greater China; In 2015, it wholly acquired Hearts On Fire, an American luxury diamond brand; In the second year, it set a record for the highest auction price of green diamonds in the world and launched its own diamond brand "Chow Tai Fook T MARK"; In 2017, it also won the world's most expensive 60-carat cut diamond "Pink Star".
 
In the past two years, Chow Tai Fook has successively launched SOINLOVE, a luxury jewelry brand that focuses on wedding and diamond ring customization, and the design elements hit the hearts of girls; Created for the post-90s, Monologue is light and fashionable, and daily wear is enough to show personality, and the product price is less than 2000 yuan.
 
Chow Tai Fook not only has dignified and simple popular jewelry, but also trendy young collections, as well as graceful and luxurious high-end jewelry, in addition to the distribution of LVMH, Rolex, Swatch and other group watches, and even established a joint venture with Richemont to operate Cartier, Piaget and Jaeger-LeCoultre brands. More than 2,400 stores have been set up in China, the United States, Japan and other places, and the online channel is also quite large.