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hina, a very ancient civilization, is the most promising client of the Swiss watch industry in the 21st century. Symbolizing vitality and intelligence, the rat will take over from the pig at the Chinese New Year on January 20th 2020, and we already see the arrival of creations of Swiss watch brands around this theme. But beyond the Zodiac signs, did you know that each watch brand has its own Chinese name? The translation is challenging. But here we go ... with pronounciation and meaning!
Audemars Piguet
爱彼 ài bǐ: “love”, “that”. Most Chinese now just call it “AP”.
Bulgari
宝格丽 bǎo gé lì: “treasure” or “gems”, “structure”, “beauty”. It rolls off the tongue rather well and the character 丽 is very feminine.
Cartier
卡地亚 kă dì yà: “stop gate” or “authority”, “soil” or “earth”, “tribal emblem”. 地 has the same sound as the character for “emperor”.
Chanel
香奈儿 xiāng nài’er: “fragrant”, “soft femininity”.
Dior
迪奥 dí’ào: “to enlighten”, “mysterious”. What if you switch the Chinese word around? It gives 奥迪 for Audi!
Gucci
古驰 gǔ chí: “ancient”, “horse” or “fast car”.
Hermès
爱马仕 ài mă shì: “love”, “horse”, “elite” or “noble”. The character 仕 evokes an ancient ideal that most Chinese are desperately trying to identify with.
Hublot
宇舶 yǔ bó: “universe”, “ship docking”.
Jaeger-LeCoultre
积家 jī jiā: “piling crops after harvest” or “to gather”, “home”.
Longines
浪琴 làng qín: “wave”, “musical instrument”. Quite romantic!
Louis Vuitton
路 易威登 lù yì wēi dēng: 路易 is the Chinese transliteration of Louis, while 威 means “power” and 登 “to be on top”.
Omega
欧米茄 ōu mǐ jiā: “European”, “measuring unit”, “large leaf”.
Panerai
沛纳海 pèi nà hǎi: “exuberant”, “to be absorbed”, “sea”. The dominant theme is clear!
Patek Philippe
百达翡 丽 băi dá fěi lì: “hundred”, “to achieve”, “green jade, “beauty”. Probably the best Chinese name in the watch industry, with the implied meaning: “Every possible way to get to one’s desire, power, wealth, beauty and poise”.
Richard Mille
理查 德米尔 lǐ chá dé mǐ’ěr.
Rolex
劳力士 láo lì shì: “working”, “power” or “strength”, ”man” or “adult”. The implied meaning is: “Something that never fails”.
TAG Heuer
泰格 豪雅 tài gé háo yǎ: “prosperity, “structure”, “wealth, “taste”.
Tissot
天梭 tiān suō: “sky”, “to travel”.
Titoni
梅花 méi huā: “plum blossom”.
Vacheron Constantin
江诗丹顿 jiāng shī dān dùn: “large river”, “poetry”, “deep red” or “magical healing”, “to stop” or “to finish”. Only the name Constantin has been translated, otherwise the brand’s name would be too long (Chinese brand names are usually no longer than 4 syllables).
Zenith
真力时 zhēn lì shí: “real”, “power” or “strength”, “time”.
