NEWS FROM DLG CHINA
Woolmark Launches Global “Live and Breathe” Campaign
The Woolmark Company has launched its global “Live and Breathe” campaign, which seeks to interest the younger generation in Australian Merino wool by focusing on its naturally sustainable qualities like breathability, odour control and moisture management. This campaign will launch across social and outdoor spaces in New York, San Francisco, London, Tokyo and Shanghai. In China, a digital campaign has debuted on WeChat and Weibo, and plans to collaborate with a Chinese KOL and celebrity are underway.
Carl F. Bucherer Officially Launches on JD.com
The Swiss watchmaker officially announced its collaboration with China’s leading e-commerce platform JD.com recently in Beijing. To mark the occasion, it released a limited edition timepiece that is available exclusively on the platform: The Patravi ScubaTec Lady Limited Edition. Complementing the launch of this limited edition piece was a campaign on Weibo featuring the Patravi ScubaTec and fronted by Chinese actor and rapper Wang Yibo.
Qeelin Offers Wulu Interchangeable Bracelets on Tmall
Following its official launch on Tmall, international jeweller Qeelin is now offering its latest Wulu Interchangeable Bracelets on the platform. Besides a classic full 18k rose gold version, the bracelet also comes with interchangeable straps in leather and denim. After kicking off with a campaign titled #百变Wulu多彩随心# on Weibo, the brand released a short video starring its ambassador Guli Nazha with the bracelet.
Lange & Söhne Unveils New Chengdu Boutique
German luxury watchmaker A. Lange & Söhne has announced the opening of its first store in Southwest China, Chengdu. A selection of timepieces across all its collections is now available at the boutique. More recently, in celebration of Mid-Autumn Festival, the brand highlighted a few of its classic moon phase timepieces on WeChat. These include the Saxonia Moon Phase, Little Lange 1 Moon Phase and the highly artistic 1815 Rattrapante Perpetual Calendar Handwerkskunst.
Swarovski Launches the 2018 Remix Collection
Launched last year to much success, the Remix collection by Swarovski presented a variety of strands that could be easily mixed and matched to form bracelets and necklaces (thanks to a magnetic feature). This year, the brand is introducing complementary clip-on charms. Available in the form of crystal pave letters, birthstones and various symbols, these charms can be added on to any Remix piece. To promote the new additions in China, the brand has created a mini virtual editor on WeChat that allows users to try out the new charms and create a piece of their fancy.