Kuala Lumpur, Malaysia – Retailer MR D.I.Y. is embracing the spirit of Chinese New Year with its latest campaign, 'Ular-lar,' which celebrates the Year of the Snake through engaging advertisements and events. The campaign includes the release of its nearly eight-minute web film, 'The Family Trial,' featuring renowned Hong Kong actor Benz Hui. This family drama, set against the backdrop of a quirky courtroom, narrates the humorous yet heartwarming story of father and son as they navigate their Chinese New Year plans, culminating in an emotional reunion dinner.
Designed to resonate with families, the film reflects the essence of the festive spirit—cherishing bonds with loved ones. Alex Goh, head of marketing at MR D.I.Y. Group, emphasized the importance of family during this festive season, stating, 'Chinese New Year is all about reuniting with family, friends, and loved ones... Our “Family Trial” webfilm highlights everything people love about the season.'
MR D.I.Y. aims to provide affordable festive essentials, launching 100 new products catered to the holiday across selected outlets nationwide. The campaign also features dance-themed music videos and challenges, encouraging Malaysians to partake in the joyful festivities and share their experiences on social media.
Meanwhile, luxury brands are also showcasing their artistic flair with limited-edition watches inspired by the Lunar New Year. The elegant timepieces not only celebrate the aesthetic qualities of the snake but also embody the rich traditions associated with the holiday.
Jaeger-LeCoultre is continuing its tradition of Chinese New Year watches with the Reverso Tribute Enamel 'Snake.' The watch features black and gold design elements, including its iconic reversible caseback, which reveals a hand-engraved snake encircled by golden clouds. Only produced to order and available in limited quantities, this watch reflects luxury and exclusivity.
Dior has introduced the Grand Soir Automate CNY Snake, which embodies elegance with its mother-of-pearl dial adorned with floral motifs and rose-gold detailing. Each piece, of which only 38 are available, captures the mystique of the snake within its design, emphasizing the artistry at the core of luxury watchmaking.
Harry Winston is also joining the celebration with their unique offerings, presenting two versions of its Chinese New Year watch featuring the serpent motif. Each watch showcases distinctive colors and includes Harry Winston's famed emerald-cut diamond. The series is extremely limited, with only eight pieces produced for each design, creating heightened desirability among collectors.
For the 14th consecutive year, Blancpain continues to harmonize the Gregorian and Chinese calendars with its Villeret Calendrier Chinois Traditionnel 2025. This year’s model features sophisticated design elements including green Grand Feu enamel and Mandarin inscriptions, along with the signature snake motif, demonstrating the brand's commitment to quality and tradition.
The Franck Muller Silhouette CX Snake takes the most abstract approach among luxury brands, showcasing bold design elements and limited availability, which highlights the craftsmanship and innovation integral to the brand. With only 28 pieces being made, it promises exclusivity and artistic finesse.
Lastly, Longines has released its Conquest Heritage Year of the Snake 2025, which features subtle but elegant hints of the holiday through its red gradient dial and unique engravings, crafted by Chinese artist Wu Jian’an. This collaboration signifies the melding of traditional art and modern craftsmanship.
Together, MR D.I.Y. and luxury watch brands capture the diverse ways of celebrating the Chinese New Year, intertwining affordability with high-end luxury, family values with artistry, creating unique marketing campaigns for the Year of the Snake.