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.