Chopard stood out from its fellow Swiss haute jewelers and watchmakers. Its L.U.C XP Urushi watch, featuring a vivid portrayal of a monkey on its face, stays true to the brand's image and style. The painting was supervised and executed by Japanese masters. No wonder it suits Asian aesthetics.

When the online buzz dies down, however, it's time to think calmly and admit that just because Chinese customers voiced frustration online doesn't mean designers didn't put in great effort to understand the culture and appeal to it. Some designers clearly did substantial research before releasing their collections.

Carrera y Carrera released a pair of monkey head rings in white and yellow gold. [Photo from WeChat public account Brand-Vista]

For example, Carrera y Carrera released a pair of monkey head rings in white and yellow gold, and the blue-blood jeweler cleverly said that they were inspired by a historical story with a Chinese connection. The rings pay tribute to Isabella of Portugal in the 16th century. The queen was said to have commissioned a Cantonese man from Macao to make a monkey amulet for her.

The idea to give a piece of jewelry a historical lineage is beautiful, but the product still didn't live up to expectations. Many said the monkey face on the ring looks amusing, but not in way that would convince them to buy it.

With due respect to the designers, this is where aesthetics again failed to transcend East-West culture barriers.

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