Luxury brands like Harry Winston and Loewe are launching Lunar New Year collections to attract Chinese customers. Harry Winston unveiled an $81,500 rose gold watch with a red lacquer horse, while Chloé released a capsule collection. The Chinese luxury market, estimated at $50 billion, started showing signs of recovery in 2025. Analysts predict mid-single-digit growth in 2026.

To capture the Chinese luxury consumer, brands need to go beyond expected motifs. Literal interpretations can be seen as lazy or disrespectful. Younger shoppers are looking for fresher takes that connect heritage with contemporary vision. Brands like Loewe are taking a less literal approach, using immersive experiences and cultural elements to connect authentically with Chinese customers.

Chinese consumers, once the primary driver of the global luxury sector, have cut back in recent years. Before the pandemic, two-thirds of Chinese luxury spending was done abroad, but overseas spending dropped to a third in 2025. The Year of the Horse provides an opportunity for Western brands to connect with Chinese consumers through authentic experiences and narratives that go beyond traditional zodiac motifs.

Read more at CNBC: Lunar New Year gives brands a chance to win back big spenders in China