In 2005, the qualitative image of Luk Fook Jewellery has once again earned it an international recognition “Superbrands” Hong Kong Region, besides the honour of being “Hong Kong Top Brand” awarded by The Chinese Manufactures’ Association of Hong Kong in 2004. The worldwide arbiter of branding, Superbrands International chooses Luk Fook Jewellery as Hong Kong’s Superbrands base on its formidable success in brand building efforts. The selection process starts with an in-depth consumer research of consumers’ most preferred brands, those brands that achieved exceptional consumer recognition will be sent to the panel of Superbrands Hong Kong Council to undergo a stringent assessment in accordance to their market dominance, customer loyalty, longevity, goodwill and overall market acceptance. The rigorous selection ensures the chosen Superbrands is the best out of the best.

The Superbrands certificate and award presentation ceremony held on 28 July 2005 at the J.W. Marriott Hong Kong gathered all 40 awardees including Luk Fook Jewellery, Centaline, Tsingtao Beer, Pizza Hut, Morning Star Travel, Long Far…etc. Mr. Tse Moon Chuen, Director & Deputy General Manager, under thundering applause, representing Luk Fook Jewellery to receive the certificate from Mr. Peter Jeffery, the Group Managing Director of Superbrands Asia.

After the presentation, press and media were ready to gather each successful story behind every brand. In addition, light refreshment after the presentation offered awardees opportunity to get together and enlighten each other their market experiences and observation. Among all, the jewellery design capability of Luk Fook Jewellery was most interested by other participants. The winning of “Superbrands” warrant Luk Fook Jewellery an exhaustive introduction of its successful story in Superbrands Hong Kong 2005/2006 Book and an opportunity to compete with other Superbrands recipients the honour of being winner of the category.