经济学人443:瑞士手表与苹果手表 这和看时间没有关系

 　　Swiss watches and the Apple Watch

　　瑞士手表与苹果手表

　　It's not about time

　　这和看时间没有关系

　　Traditional watchmakers are confident they can see off Apple's new bauble¹

　　传统手表制造商有信心看到苹果华而不实的新玩意儿退出舞台

　　WHEN cheap, accurate quartz² watches started pouring out ofAsiain the 1970s, many Swiss watchmakers went bust³. But the survivors⁴ recovered their sangfroid⁵ and went on to prosper⁶ as crafters of stylish⁷ timepieces that proclaim the wearer's taste and status better than any electronic gizmo could.

　　当19世纪70年代，价廉精准的石英表开始在亚洲普及，许多瑞士手表制造商破产了。但是那些幸存者恢复镇静，作为时尚手工钟表生产商继续着繁荣事业，这些钟表比任何电子玩意儿都能更好的彰显佩戴者的品味与地位。

　　Do Apple's new smartwatch and devices like it portend⁸ another quartz catastrophe⁹? Some think they might. Wrists are “prime real estate”, points out Richard Seymour, a design consultant¹⁰. Many people park expensive watches there—especially men, since that is the main sort of jewellery that convention allows them. So if smartwatches catch on, they could evict¹¹ the Swiss baubles¹².

　　苹果新款智能手表以及其他类似产品预示着另一个石英手表的大灾难吗？有些人也许这样认为。设计顾问Richard Seymour指出：手腕是绝佳的部位。许多人佩戴名贵腕表——特别是男士，因为这是世俗允许他们佩戴的主流饰品。因此如果智能手表流行开来，它们可能将瑞士手表逐出市场。

　　苹果手表.jpg

　　That seems to be Apple's ambition. It has been poaching talent from fashion houses. Its new watches aim to be more than gadgets¹³: some have 18-carat gold cases. Sir Jonathan Ive, Apple's design chief, has reportedly boasted to colleagues that the Swiss are in trouble.

　　这似乎就是苹果公司的野心。其从时装公司挖走人才。苹果公司的新款手表旨在“不止是腕表”：有些腕表拥有18K金表壳。据报道，苹果的首席设计师Jonathan Ive先生向同事吹嘘说瑞士手表正陷入困境。

　　They are not trembling yet. Smartwatches are a mere¹⁴ “information tool” that say “nothing special” about the wearer, says Jean-Claude Biver, chairman of Hublot, a Swiss brand owned by LVMH, a big luxury group. They become obsolete¹⁵ as soon as the technology advances. Swiss watchmakers, on the other hand, are selling “eternity in a box.”

　　他们还未惊慌失措。大型奢侈品集团Hublot是瑞士手表旗下品牌，其主席Jean-Claude Biver表示，智能手表仅仅是一种“信息工具”，并不能彰显佩戴者的特别。一旦科技进步，它们就将被淘汰。相反，瑞士手表制造商售卖的却是“盒子里的永恒”。

　　Cheaper and less eternal Swiss-watch brands, from low-end ones like Swatch to mid-market ones like Tissot and Hamilton, seem most at risk. Swatch has already tried to get into smartwatches, in an ill-fated venture with Microsoft a decade ago, and plans to try again. However, Jon Cox of Kepler Cheuvreux, a stockbroker¹⁶, points out that watches costing $500 or less provide just 6% of the industry's revenues, so it could survive their loss. Since Swatch also owns several upmarket brands and makes parts for many others, just 5% of its profits are at risk from Apple's watch, Mr Cox reckons.

　　较为便宜以及不太保值的瑞士手表品牌，从低端品牌如Swatch到中端品牌如Tissot和Hamilton，似乎风险最大。十年前Swatch已携手微软试图进入智能手表领域，但这场冒险因时运不佳以失败告终，其计划再试一次。然而，Kepler Cheuvreux的一个股票经纪人Jon Cox指出，价格在500美元或500美元以下的手表，仅提供该产业的总收入的6%，因此Swatch能承受它们的损失。Cox先生认为，由于Swatch还拥有几个高端品牌，且其为其他品牌手表制造零部件，其利润中仅5%会因苹果手表的发布而存在风险。

　　Mr Biver thinks it may even boost Swiss watchmakers by getting youngsters used to wearing something pricey on their wrists. Existing customers may wear Apples for everyday use, but slip into something more enviable for social occasions. Mr Seymour is not so sure: he thinks Apple will do its utmost to make people wear its watch all the time.

　　Biver先生认为这甚至会让年轻人对在手腕上佩戴一些昂贵的产品习以为常，从而促进瑞士手表制造商的发展。现有客户可能会在日常生活中使用苹果手表，但是在社交场合他们就会戴一些更让人艳羡的东西。Seymour先生并不如此肯定：他认为苹果公司将会尽其最大努力使人们无时无刻都戴着苹果手表。

1 bauble   

n.美观而无价值的饰物

参考例句：

• That little bauble is not to be compared with this enormous jewel.那个小摆设不能与这个大宝石相比较。
• A bauble is a showy ornament of little value.廉价珠宝是华而不实的装饰品。

2 quartz   

n.石英

参考例句：

• There is a great deal quartz in those mountains.那些山里蕴藏着大量石英。
• The quartz watch keeps good time.石英表走时准。

3 bust   

vt.打破；vi.爆裂；n.半身像；胸部

参考例句：

• I dropped my camera on the pavement and bust it. 我把照相机掉在人行道上摔坏了。
• She has worked up a lump of clay into a bust.她把一块黏土精心制作成一个半身像。

4 survivors   

幸存者，残存者，生还者( survivor的名词复数 )

参考例句：

• The survivors were adrift in a lifeboat for six days. 幸存者在救生艇上漂流了六天。
• survivors clinging to a raft 紧紧抓住救生筏的幸存者

5 sangfroid   

n.沉着冷静

参考例句：

• The commander showed great sangfroid and acted without ever losing his composure.船长表现得尤其从容镇定，行动中丝毫没有失去冷静。
• This sangfroid could be tested by several threats.这种泰然自若的姿态要经受多种威胁的考验。

6 prosper   

v.成功，兴隆，昌盛；使成功，使昌隆，繁荣

参考例句：

• With her at the wheel,the company began to prosper.有了她当主管，公司开始兴旺起来。
• It is my earnest wish that this company will continue to prosper.我真诚希望这家公司会继续兴旺发达。

7 stylish   

adj.流行的，时髦的；漂亮的，气派的

参考例句：

• He's a stylish dresser.他是个穿着很有格调的人。
• What stylish women are wearing in Paris will be worn by women all over the world.巴黎女性时装往往会引导世界时装潮流。

8 portend   

v.预兆，预示；给…以警告

参考例句：

• Black clouds portend a storm.乌云为暴风雨的前兆。
• What do these strange events portend?这些奇怪的事件预示着什么？

9 catastrophe   

n.大灾难，大祸

参考例句：

• I owe it to you that I survived the catastrophe.亏得你我才大难不死。
• This is a catastrophe beyond human control.这是一场人类无法控制的灾难。

10 consultant   

n.顾问；会诊医师，专科医生

参考例句：

• He is a consultant on law affairs to the mayor.他是市长的一个法律顾问。
• Originally,Gar had agreed to come up as a consultant.原来，加尔只答应来充当我们的顾问。

11 evict   

vt.驱逐，赶出，撵走

参考例句：

• The lessor can evict the lessee for failure to pay rent.出租人可驱逐不付租金的承租人。
• The government always says it's for the greater good when they evict farmers from their land.当政府把农民从他们的土地赶出去的时候，总是号称是为了更大众的利益。

12 baubles   

n.小玩意( bauble的名词复数 )；华而不实的小件装饰品；无价值的东西；丑角的手杖

参考例句：

• The clothing category also includes jewelry and similar baubles. 服饰大类也包括珠宝与类似的小玩意。 来自互联网
• The shop sells baubles as well. 这家商店也销售廉价珠宝。 来自互联网

13 gadgets   

n.小机械，小器具（ gadget的名词复数 ）

参考例句：

• Certainly. The idea is not to have a house full of gadgets. 当然。设想是房屋不再充满小配件。 来自超越目标英语 第4册
• This meant more gadgets and more experiments. 这意味着要设计出更多的装置，做更多的实验。 来自英汉非文学 - 科学史

14 mere   

adj.纯粹的；仅仅，只不过

参考例句：

• That is a mere repetition of what you said before.那不过是重复了你以前讲的话。
• It's a mere waste of time waiting any longer.再等下去纯粹是浪费时间。

15 obsolete   

adj.已废弃的，过时的

参考例句：

• These goods are obsolete and will not fetch much on the market.这些货品过时了，在市场上卖不了高价。
• They tried to hammer obsolete ideas into the young people's heads.他们竭力把陈旧思想灌输给青年。

16 stockbroker   

n.股票（或证券），经纪人（或机构）

参考例句：

• The main business of stockbroker is to help clients buy and sell shares.股票经纪人的主要业务是帮客户买卖股票。
• My stockbroker manages my portfolio for me.我的证券经纪人替我管理投资组合。