If you see an abnormal amount of dragons everywhere these days, don’t think that Game of Thrones or Dungeons and Dragons is coming back. What’s coming up is the Chinese New Year, also known as the Spring Festival. According to its tradition, 2024 will fall on 10 February, and it will be the year of the dragon, which was the first creature to appear in Chinese myths and legends, representing imperial authority, wealth, fertility and good omens.
That is why thousands of brands are reaching out to Chinese consumers, who are legion, by launching dragon products everywhere. According to investment bank Morgan Stanley, some luxury players, including the Richemont group (owner of Montblanc, Cartier and IWC, among others), already generate around 40% of global revenues in China, and that is saying a lot.
Among those who take advantage of each Chinese New Year to attract their slant-eyed customers with special pieces are the Swiss fine watchmaking firms, which deliver watches decorated with engravings of the animal that strikes on each occasion according to the Chinese horoscope.
They usually take the same model as a canvas each year. At Chopard, for example, it is the L.U.C XP Urushi, an ultra-thin watch in pink gold, 39.5 mm in diameter, whose dial is hand-decorated by a Japanese craftsman with urushi lacquer, gold dust and mother-of-pearl inlays. Vacheron Constantin is another regular. It is not for nothing that the brand has had ties with China since 1845. In its case, it offers watches from its Métiers D’Art collection around this time. These watches also display various decorative techniques, inspired by art, history and culture.
Another characteristic of the Chinese New Year commemorative watches is that their edition is limited to eight or 88 pieces, because 8 is the lucky number in the Asian giant.
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