Any luxury goods are good at brand building, especially jewelry brands. They like to make up a story about the royal family for themselves to show their high-end and quality. In order to achieve this goal, they will invest huge costs in marketing, celebrity endorsement, platform publicity and other means, resulting in brand premium. Some luxury brands' jewelry is not worth that much money, but the phenomenon of brand premium is not uncommon in the jewelry industry.
Cartier, a jewelry brand praised by King Edward VII of England as "the jeweler of the emperor and the emperor among jewelers", is still a luxury brand sought after by the public after more than one hundred years.