Where Stone Becomes Art

CHENHOW MARBLE Reimagines a Traditional Industry Through the Language of Luxury

Kyle Chen, Brand Director of CHENHOW MARBLE

Luxury within today’s high-end residential market is no longer defined by grandeur alone. Increasingly, true sophistication is found in restraint—in thoughtful design, exceptional materials, and a quiet confidence that needs no embellishment. When Kyle Chen, Brand Director of CHENHOW MARBLE, returned to the family business, he recognized this shift long before it became the prevailing aesthetic. Bringing the concept of luxury brand storytelling into Taiwan’s traditional stone industry, he has since expanded the brand’s vision through collaborations with the worlds of art and fashion, redefining natural stone as a singular work of art within contemporary living spaces. By embracing digital marketing and cultivating a distinctly modern brand identity, Kyle has successfully bridged two generations of family leadership while firmly establishing CHENHOW MARBLE as Taiwan’s foremost name in luxury natural stone.

二代接班的代際信任與核心傳承

承豪石材始於 2007 年，由創辦人陳博崑先生在 40 歲之際創業。當時台灣市場皆以平價石材批發為主，直到陳先生遠赴義大利參訪國際知名石材展及石材商，見識到國際大廠選材的眼界後，決心開創國內精品奢石市場，引進他人不敢買進的獨特稀有石材，成為台灣奢石先鋒。

數年後，畢業於台大法律所的 Kyle，在 28 歲這年返回家業。他延續父親敢於創新的精神，致力於打破傳統「建材」的框架，轉以「精品」的思維提煉品牌敘事，並大膽跨足藝術與時尚圈，在線下與線上持續深耕。然而面對行銷預算這種無法在報表上立即兌現的無形投資，父子間的理念衝突也難免成為家常便飯。

在那些遠赴重洋前往國外礦區的漫長出差中，Kyle 從父親以身作則的態度中，潛移默化承襲了承豪最可貴的企業精神：對待國際供應商絕不盲目殺價，展現誠懇以換取最好的貨品；同時必須認真欣賞、對待每塊石材，並耐心地翻找被埋沒的寶藏。Kyle 延續此精神，在他堅信的道路上默默耕耘，隨著越來越多頂尖客群與市場拋回的正反饋，逐步取得上一代的信任。

A Legacy Built on Trust Across Generations

Founded in 2007, CHENHOW MARBLE began with a bold vision. At the age of forty, founder Po-Kun Chen embarked on a new entrepreneurial journey at a time when Taiwan’s stone industry was largely driven by affordable wholesale materials. Everything changed after he travelled to Italy, where visits to internationally renowned stone exhibitions and suppliers opened his eyes to an entirely different standard of craftsmanship and material selection. Inspired by what he witnessed, he resolved to introduce a new philosophy to Taiwan—one centred not on volume or price, but on rarity, beauty, and uncompromising quality. By sourcing extraordinary natural stones that few others dared to invest in, he became one of the pioneers who shaped Taiwan’s luxury stone market.

Several years later, Kyle, a graduate of National Taiwan University’s Graduate Institute of Law, chose to return to the family business at the age of twenty-eight. Inheriting his father’s willingness to challenge convention, he sought to move beyond the long-held perception of stone as merely a construction material. Instead, he began shaping CHENHOW MARBLE through the perspective of a luxury brand—building narratives, refining its identity, and extending its influence into the worlds of art and fashion across both physical and digital platforms. Such transformation was never without its challenges. Marketing, unlike machinery or inventory, is an investment whose value rarely appears immediately on a balance sheet. Differences in philosophy between father and son naturally became part of their everyday conversations.

Yet it was during the countless journeys they shared to overseas quarries that Kyle came to understand the principles that truly define CHENHOW MARBLE. Watching his father work, he learned that lasting partnerships are never built on relentless bargaining. Genuine sincerity earns trust, and trust, in turn, opens the door to the finest materials. He also discovered that every slab of natural stone deserves patience and respect—that beneath an unassuming surface may lie a masterpiece waiting to be uncovered. Those values quietly became his own. Remaining steadfast in the path he believed in, Kyle continued to cultivate the brand with patience and conviction. As more discerning clients embraced CHENHOW MARBLE and the market increasingly affirmed its direction, the trust of the previous generation followed naturally.

跨界交織的品牌新敘事

自 2018 年承豪石材於八里成立全台首間石材藝術博物館後，便成功將天然石材定位為高端家居必備的美學符號，打造出如「石材界愛馬仕」的頂級品牌。Kyle 敏銳捕捉到高端市場的審美轉變：主導空間美學的第一線決策者，多是講究生活細節的女主人與優秀的女性設計師，且高階客群已告別過往繁複誇張的鋪陳，轉而崇尚簡約、俐落且注重質感的當代美學，全屋僅精準選用一兩片極具份量感的奢石作為品味焦點。

為此，他深耕承豪石材官方網站與社群媒體的視覺風格，並積極接受媒體專訪，將冰冷的建材轉化為有溫度且具藝術厚度的工藝故事。在跨界嘗試中，如 2022 年與知名時裝設計師潘怡良合作，以石材為主題於東京時裝週發表； 2022 年及 2023 年與台北國際藝術博覽會合作參展，成為史上第一個進入藝博會的石材品牌；2024 年更創辦首屆「奢石獎」，鞏固台灣奢石龍頭地位。Kyle 認為：「把東西放在對的地方，才會被看見。」當承豪將奢石置於藝術殿堂，高端客群便自然跳脫傳統建材的比價泥淖，轉而認同其藝術價值。

A New Narrative Through the Convergence of Art, Design, and Culture

The opening of M Museo in Bali District in 2018 marked a defining chapter for CHENHOW MARBLE. As Taiwan’s first museum dedicated to the art of natural stone, it transformed public perceptions of the material, elevating it from a building component to an object of artistic expression and refined living. More than a showroom, M Museo became a cultural space where craftsmanship, aesthetics, and architecture converge—earning CHENHOW MARBLE a reputation as the “Hermès of the natural stone industry.” Kyle has long recognised another subtle shift taking place within the luxury market. Today, many of the key decision-makers shaping residential interiors are discerning female homeowners and accomplished women interior designers. At the same time, affluent clients have moved away from the lavish displays once synonymous with luxury. Instead, they increasingly favour spaces defined by restraint, clean architectural lines, and carefully considered materials. Rather than covering an entire residence in decorative stone, a single extraordinary slab—chosen with precision—has become the focal point that quietly defines the character of a home.

With this understanding, Kyle has devoted considerable effort to refining the visual language of CHENHOW MARBLE’s official website and social media platforms, while actively engaging with the media to share the stories behind the brand. Through thoughtful storytelling, natural stone is no longer presented simply as a construction material, but as a medium that embodies artistry, craftsmanship, and human emotion. His vision has also led CHENHOW MARBLE beyond the boundaries of its own industry. In 2022, the brand collaborated with renowned fashion designer GIOIA PAN(Pan Yi-Liang), presenting a stone-inspired collection at Tokyo Fashion Week. In both 2022 and 2023, CHENHOW MARBLE became the first stone brand ever invited to exhibit at ART TAIPEI, Taiwan’s leading international art fair. The following year, it launched the inaugural Luxury Stone Awards, further reinforcing its leadership within the industry. Kyle believes that value is often determined by context. “Only when something is placed where it truly belongs can people recognise its value.” When luxury natural stone is presented within the context of art, people naturally begin to appreciate it through a different lens. Conversations shift away from price comparisons and towards craftsmanship, rarity, and artistic significance—the very qualities that define its enduring value.

從中南部場館到市區概念店的新局

這份對美學與品牌價值的堅持，亦落實於承豪石材在門市的經營與擴張。2021 年疫情嚴峻之際，承豪石材逆勢成立中南部場館，以選品店概念在台灣市場拉開差異化。面向未來，Kyle 將於台北市區店面打造全新概念店，規劃由義大利設計師操刀。

對 Kyle 而言，將新據點設在市區的主要用意，是把過去多用於私人住宅的奢石帶入商業空間與大眾生活，讓更多人認識奢石文化。回望台灣曾居全球石材出口第二強國的輝煌歷史，面對如今的產業衰退，被譽為「奢石之王」的承豪石材，正以實際行動翻轉大眾對石材產業的既有印象，期望更多人重新珍惜天然石材無可取代的永恆價值。

A New Chapter: From Regional Galleries to an Urban Flagship

That commitment to aesthetics and long-term brand value extends beyond communication and into every physical space CHENHOW MARBLE creates. In 2021, at the height of the pandemic, while many businesses chose to slow their expansion, CHENHOW MARBLE moved in the opposite direction, opening new galleries in central and southern Taiwan. Conceived as curated lifestyle destinations rather than conventional showrooms, these spaces introduced a fresh retail experience that distinguished the brand within the domestic market. Looking ahead, Kyle is preparing to unveil an entirely new concept store in the heart of Taipei. Designed by an Italian designer, the new flagship will represent the next evolution of CHENHOW MARBLE’s brand philosophy.

For Kyle, bringing luxury natural stone into the city is about far more than opening another retail location. It reflects a broader ambition—to move materials once reserved almost exclusively for private residences into commercial spaces and everyday environments. Taiwan was once recognised as the world’s second-largest exporter of natural stone. Although the industry has changed dramatically over the decades, Kyle believes its future is far from written. Widely regarded as one of Taiwan’s defining names in luxury natural stone, CHENHOW MARBLE continues to reshape public perceptions through action rather than rhetoric, encouraging a new generation to rediscover the timeless beauty, authenticity, and irreplaceable value of natural stone.