Chaumet, a French luxury jewellery brand under LVMH Group, has appointed Charles Leung as its new CEO.

Leung joined Chaumet in 2006 and previously served as VP of distribution and sales, driving the company’s expansion in the Asia-Pacific region and steering the Chinese market. 

He left the firm in 2018 to become CEO of jeweller Fred Paris, another portfolio brand of LVMH.

Following his appointment, one of Leung’s first acts was the opening of Chaumet’s flagship store on Alibaba Group’s business-to-consumer marketplace Tmall.

The move is aimed at further boosting the brand’s presence in the Chinese market, in addition to its network of 17 brick-and-mortar stores nationwide.

“We believe this partnership will provide a more enriching and premium online shopping experience and further cater to the high-quality expectations of Chinese customers, especially the young generation,” Leung remarked.