Within the recent years ROY has positioned its brand and philosophy to reflect luxury and exclusiveness through innovative designs and high quality standards of its products. The ROY brand is targeted in particular to luxury hotels, high quality houses, official and commercial buildings, property developers, retail outlets, architects and design houses.

Priced well below international luxury brands, ROY developed a domestic brand throughout China in the past 20 years. The ROY brand does not merely bring Western designs to China (such as other luxury brands), but also adapts the newest Western and Asian designs expectation to the specific Chinese taste of Chinese consumers.

In the Business Segment Real Estate, ROY develops together with renowned partners – with focus on Houston and Los Angeles in the USA – high end real estate single and multi-family homes as well as commercial real estate.

ROY Ceramics SE has changed its company name to ROY Asset Holding SE following the approval of the annual general meeting on 4th July 2019.