Burberry sales climb in China amid surge in luxury jewelry buying

British luxury label Burberry reported a 5% year‑on‑year sales increase to £455 million in the first quarter of fiscal 2027, with Greater China sales rising 9% driven by Gen Z demand. Analysts linked the rebound to strong asset‑price growth in China’s technology sector and lingering consumer savings from the pandemic.

At the same time, industry observers note a broader shift in luxury purchasing, with high‑net‑worth buyers increasingly favoring fine jewelry over seasonal handbags. Cartier is highlighted as a leading example of this “hard‑luxury” trend, where investments in precious metals and gemstones are preferred for their lasting value.