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Written By: Liana Fahie

Since 2009, Italian watch brand Panerai has dedicated a watch to the animal representing the Chinese Zodiac each year. The Chinese Lunar New Year will start on Monday January 23^rd . This year is the Year of The Dragon.  Although the watch is expected to be in high demand, Panerai has only released  50 limited edition watches to commemorate the Year of the Dragon. In Chinese culture, 2012 is the Year of the Dragon represents good fortune and power. These pieces will only be sold in Shanghai and Beijing boutiques. Although they are not highly advertised, they never fail to sell out immediately. Aside from the charming design of these watches it’s not hard to believe. After all, what’s a better combination than good fortune and time?

Other companies such as Paloma Picaso for Tiffany and Cartier Le Baiser du Dragon have capitalized on this idea and currently possess their own lines to honor the dragon of the Chinese Zodiac.  Tiffany will be coming out with a line of dragon charms for bracelets and necklaces while Cartier will be making their own fragrance called Le Baiser du Dragon, this translates to mean “dragon’s kiss.” Although their focus isn’t Zodiac based, H&M’s most recent line “ The Girl with the Dragon Tattoo,” collection pays homage to dragon memorabilia as seen in the movie and book after which it is named.  The designs take on variety of elements of style from grunge and edgy to debonair and polished. All are wearable everyday fashions. Due to the surging popularity in dragon tbemed articles of clothing and accessories one can only imagine how much more popular they will be later on in the year.

Recently China has surpassed the US in luxury watch purchases. Besides Russians, Chinese consumers are more than likely to purchase a luxury watch than other nationalities. The reason for this boom is unknown. However there have been few speculations such as their stable economy and the decline of purchases from other nationalities who may be suffering from drawbacks caused by the crash in the economy.  Watch companies are starting to get more involved in developing new ways to market watch products to their rising demographic. One can only wonder with the realization of the prosperity of the watch market in Japan if a new Chinese luxury brand will rise. While the Chinese are known for making many different brands, luxury watches are one item they are not well known for. Maybe that will change in the upcoming years.