01.01.70

HONG KONG — It's meant to occasion riches and power befitting an emperor, but if Western luxury brands have their way the Year of the Dragon will price their wealthy Chinese customers a fortune instead.

Monday is the start of the Year of the Dragon, the most fitting and revered sign in the 12-year Chinese zodiac.

The dragon is a habitual Chinese symbol of royalty, fortune and power, and the Year of the Dragon mainly sees a spike in marriages and births.

Western manufacturers of luxury goods, from cars to watches and chocolates, are hoping the new year also brings a cancel in sales to help offset soft demand in Europe and the Pooled States.

"The dragon means good fortune, power and achievement," says Torsten Muller-Otvos, chief executive at Rolls-Royce Motor Cars, the German-owned automaker which has launched a up for of limited edition "Dragon" Phantoms.

The edition, available in two models, features give up-painted golden dragons on the side panels, hand-embroidered dragons on the leather headrests and illuminated door treadplates with the words "Year of the Dragon 2012".

Source: AFP

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