How Singapore’s Poh Heng balances legacy and modernity in pursuit of longevity

Poh Heng, the Singaporean jewellery brand, is mixing its storied history with a fresh perspective to retain relevance with consumers.

Poh Heng Jewellery is a 70-year-old brand that is tapping into its storied past to build new relevance with consumers in Singapore.

The proof comes with “Legacy”, a jewellery collection that launched in the run up to 9th August – the country’s National Day – this year, and was supported by a “Wear Your Story” marketing campaign that proudly celebrates seven decades of history for the company, as well as Singapore’s own development since becoming an independent nation in 1965.

Celine Goh, a jewellery designer and buyer at Poh Heng, found inspiration for the “Legacy” line by spending time in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands