奢侈品牌用工艺与传承，点亮节日季的“情感消费”新叙事

Core Insights - The luxury jewelry and watch brands are shifting from mere product display to storytelling, emphasizing craftsmanship, cultural integration, and emotional resonance during the holiday season [1][18] Group 1: Craftsmanship and Storytelling - Luxury brands are increasingly connecting their products to tangible history and craftsmanship, adding deeper meaning to consumer purchases [2] - Harry Winston's narrative focuses on a pivotal Christmas night in 1940, linking the "Winston Cluster" setting technique to a natural inspiration, enhancing the brand's legendary status [2] - Van Cleef & Arpels emphasizes a poetic dialogue with nature through its "Frosted Winter" theme, inviting customers to wear a piece of "winter's natural blessing" [4] Group 2: Cultural Integration - The Chinese Lunar New Year has become a significant marketing opportunity for luxury brands, moving beyond simple symbolism to a deeper homage to culture through craftsmanship [8] - Harry Winston's limited edition "Moments" series watch for the Year of the Horse features intricate craftsmanship that embodies Eastern cultural significance, with only 8 pieces available [8] - Piaget collaborates with enamel master Anita Porchet to create a limited edition watch that showcases the horse theme through masterful techniques, reinforcing the brand's artistic capabilities [10] Group 3: Emotional Connectivity - Luxury brands are focusing on building emotional networks that encompass warmth, blessings, and sharing during the holiday season [12] - Harry Winston's marketing emphasizes themes of "decorating winter dreams" and "delivering warm blessings," integrating their jewelry into festive gatherings [12] - Vacheron Constantin's "Golden Enjoyment, Illuminating the Festival" theme highlights the importance of companionship through versatile watch designs that cater to various occasions [14]