Tiffany, Qeelin romance Gen Z for China’s 520 Day

Rather than release typical heart-shaped items, Tiffany & Co. is turning to a symbol that’s equally, if not more, meaningful: the knot. For 520 Day, the luxury jeweler debuted a new Tiffany Knot pendant in China, representing love’s enduring ties.

Drawing inspiration from an 1889 bow from the brand’s archives, the new knot design is crafted from rose and white gold and pavé diamonds. The campaign film, which illustrates the knot motif through animated visuals, was launched on April 24 on Weibo and has since amassed over 12 million views.