BUZZWORTHY: Boucheron has named popular actor Xiao Zhan its global brand ambassador on Tuesday, because the jeweler seeks to bolster its China presence.
In an announcement, Xiao expressed excitement at this development with a brand he described as “most stylish and cutting-edge French high jewelry maison.”
The jeweler’s chief executive officer Hélène Poulit-Duquesne lauded Xiao’s “fierce sense of fashion and his vibrant personality,” while noting the move aimed to “reassert [the brand’s] presence in China, which plays an important role in Boucheron’s strategy.”
A video announcement of his recent role garnered some 5.42 million likes in addition to tens of millions of shares and comments inside eight hours on Weibo, where Xiao has near 32 million followers.
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