Hong Kong retailer Emperor Watch & Jewellery Ltd reported a solid performance in the first half of fiscal year 2025, with plans to grow its jewellery business in China.

According to the company, jewellery sales rose 13.4 per cent to HK$1.09 billion (around US$139.6 million), driven by robust demand for gold products, which accounted for over 75 per cent of revenues from the jewellery segment.

Cindy Yeung, chairperson of Emperor Watch & Jewellery Ltd, noted Chinese consumers’ resilient demand for gold jewellery, highlighting gold’s appeal as a safe-haven asset amid volatile property and stock markets.

The retailer has partnered with industry veteran Chan Sai Cheong to oversee its network expansion in China under the Emperor Jewellery brand, with plans to open 600 stores over the next five years.

The expansion will be carried out using diversified market segmentation strategies, according to Yeung.

The company will target mid- to-high-end consumers in emerging and first-tier cities during the initial phase and move to the mid-market segment by opening stores in second-tier cities. The strategic roadmap marks a shift towards jewellery as a major growth driver alongside its established watch business.

As of June 30, 2025, Emperor Watch & Jewellery has a total of 73 stores in Hong Kong, Macau, China, Singapore and Malaysia.

Meanwhile, total revenues for the six months ending June 30, 2025 rose 7.6 per cent year on year to HK$2.79 billion (around US$357.3 million), buoyed by solid sales in Hong Kong and China. 

Both Hong Kong and China recorded nearly 9 per cent growth, contributing 57.1 per cent and 25.9 per cent of the total revenue, respectively.

“With the ongoing increase in foot traffic following the resumption of the multiple-entry Individual Visit Scheme for Shenzhen permanent residents, and Hong Kong’s tourism blueprint, the group is confident that the overall retail market will regain its growth momentum,” Yeung remarked.