作者：创想外语研发团队
出版社：中国纺织出版社
格式: AZW3, DOCX, EPUB, MOBI, PDF, TXT
经典英文枕边书：每天读点世界名牌起源试读：
前言 Preface
当今，商品琳琅满目，品牌也不胜枚举，但人们始终津津乐道的是那些名牌以及它们的经典之作。什么是名牌？有的人说，天价之物是名牌；有的人说，家喻户晓的是名牌；有的人说，品质精良的是名牌。顶级名表百达翡丽的传统是“品质、美丽、可靠”。虽然名牌至今还没有真正的定义，但不难看出，名牌意味着高品质，名牌意味着高品位，名牌意味着经典。
人们一直在追求高品质、品位独特的生活，人们更讲究健康、舒适、时尚，还要求简单、安全、快捷。世界顶级名品正是契合人们的生活追求，并把人们的这些追求在作品中发挥得淋漓尽致。爱马仕珍品，是集思想深邃、品位高尚、内涵丰富、力求完美、工艺精湛的艺术品；香奈儿的时装、香水永远演绎着舒适与高雅、简洁与典雅、精致与高贵；名表百达翡丽尊崇“完美的复杂性”与“完美的精确性”结合，追求精确、独特、卓越与高贵的极致；名流钟爱的梵克雅宝珠宝是法国时尚艺术的极致，高贵与典雅无人能及；轩尼诗XO干邑有如雨后翠林般的清香，回味无穷的香醇口感，如丝绸般润滑的丰厚质感，是由百余种非凡的“生命之水”陈酿而成的世界顶级干邑；豪车玛莎拉蒂在外观造型、机械性能、舒适安全性等方面力争完美，并极具现代感与力求创新突破。任何一个追求高品质、高品位的人，都不会错过这些力求完美、追求卓越的世界名牌。
世界顶级名品都经历了长时间的锤炼，是文化沉淀的精华，比如路易·威登，比如宝玑，比如蒂芙尼……它们无不历经沧海桑田，一路完善与创新，最终创造传奇。每一个世界名牌都极力打造高端卓越品质，这是品牌成长的“生命之源”；每一个世界名牌都有自身的文化价值追求，各经典产品的品位和风格就是它们文化的象征；同时，每一个世界名牌都通过工艺与美学创新推出经典之作，有的经过工艺改良与创新完善产品，有的从颜色、线条组合获得设计灵感，有的从大自然获得启发，进行美学创新。这些不禁让人思考，谁是这些顶级名牌的创始人？他们经历了什么样的风风雨雨？这些名牌成长的道路上有什么样的传奇？这些问题的答案就在本书中。我们如果能够仔细阅读和思考，还能从其中获得许多关于学习、创业、工作以及生活等方面的启发与感悟。
本书是中英文对照白金版本，不仅给读者展现原汁原味的世界名牌，而且在领略名牌风采的同时能提高读者的英语水平和人生品质。
本书根据中国人的喜好先介绍了尖端品牌，然后精选了世界名表、品牌服装、化妆品、珠宝首饰、皮具、名酒、豪车等知名品牌，呈现给读者。
这些世界名牌的介绍，每部分分为“品牌名片”和“品牌阅读”并附核心词汇。“品牌名片”一目了然列明名牌的品类、标志风格、创始人、诞生地、诞生时间；“品牌阅读”详细叙述名牌传奇、名牌经典之作等。
本书的主要篇幅为英文，词语精练儒雅，句式严谨，每一篇都是原汁原味的美文佳作，并配以完整恰当的中文译文，是真正的中英饕餮大餐。编者2018年12月Part 1尖端品牌1.（法国）路易·威登 Louis Vuitton
品牌名片
品类：箱包、成衣、腕表、珠宝
标志风格：时尚、高雅
创始人：路易·威登（Louis Vuitton）
诞生地：法国
诞生时间：1854年
百年历史的路易·威登，旅行箱超凡脱俗，定制的皮革制品及时装高雅独特，成为享誉全球的品牌。
品牌阅读
Louis Vuitton's heritage as a trunk maker preceded even the founding of the company. It was in 1837 that a 16-year-old Louis Vuitton arrived in Paris by foot and started apprenticing for Monsieur Marechal.At the time, horse-drawn carriages, boats and trains were the main modes of transportation, and baggage was handled roughly.Travelers called upon craftsmen to pack and protect their individual objects.Louis Vuitton quickly became a valued craftsman at the Parisian atelier of Monsieur Marechal.These were the roots of his highly specialized trade, the beginnings of his career in an artisanal industry that called upon skills to custom design boxes and, later, trunks according to clients'wishes.Louis Vuitton stayed for 17 years before opening his own workshop at 4 Rue Neuve-Capucines near the Place Vendome.
The early success of Louis Vuitton meant he had to expand his operations. This led to the 1859 opening of his atelier in Asnieres, just northeast of the center of Paris.The workshop started with 20 employees.In 1900，there were nearly 100 people and by 1914 there were 225.The original atelier has been expanded throughout the decadesincluding the addition of the Vuitton family residence—but it is still where products are crafted today.While the family home has been preserved and is part of a private museum，170 craftsmen work in the Asnieres workshop, designing and creating leather goods and special orders for clients around the world.
At that time, travelers carried all their essentials inside wardrobes and flat trunks, which, unfortunately, often attracted burglars.Master trunk maker, Louis Vuitton sought to help his clients protect the goods inside their travel pieces.
In 1886，father and son, Georges, adopted a single lock system with two spring buckles. After several years of development, George patented this revolutionary system.It was so effective that he challenged Harry Houdini, the great American escape artist, in a public newspaper to escape from a Vuitton box and lock.Houdini didn't rise to the challenge, but the lock's effectiveness is indisputable.It is still used today.
To celebrate 100th anniversary of the Monogram canvas in 1996，Louis Vuitton invited designers to create unique pieces of luggage. The resulting collection was then exhibited in the world's great capitals, bringing the brand's spirit of innovation and collaboration to fashion lovers across the globe.
artisanal[ˈɑːtɪzənəl]adj.手工艺性的
atelier[ˈætəliei]n.工作室
indisputable[ˌindisˈpjuːtəbl]adj.无争议的
路易·威登在尚未成立公司之前，便因制作旅行箱而为人所熟知。1837年，年仅16岁的路易·威登徒步前往巴黎，并当上马雷复尔先生的学徒。当时，马车、轮船和火车是主要的交通工具，行李因经常受到碰撞而磨损。因此，不少旅客要求工匠将行李打包以保护他们的个人物品。路易·威登很快便成为马雷复尔先生位于巴黎工作坊的一名重要工匠。这不仅为他日后专注于硬箱制造奠定了基础，更成为他传奇事业的开始。他凭借精湛的技艺，最初为顾客定制旅行箱，继而按顾客需求制作出各式各样的硬箱。路易·威登在此工作了17年后，在芳登广场附近的Neuve-Capucines大道四号开设了首间工作室。
路易·威登取得成功后，遂着手扩充业务，并于1859年在巴黎市中心东北方向的Asnieres开设了首间工厂。Asnieres工厂初期聘请了20名员工。1900年，工厂的工匠接近100人，至1914年便达到了225人。Asnieres工厂在过去数十年不断扩展，当中包括附加的威登家族的宅第部分，但工厂仍然是路易·威登产品的生产基地。家族大宅现已保留成为博物馆的一部分，170名工匠继续驻守工作坊，为世界各地的顾客设计并制作皮革制品及特别定制产品。
那时，旅客都会将所有必需品置于行李箱中，但这经常引来鼠窃之辈的垂涎。于是，拥有超凡制箱技艺的路易·威登便寻求方法，帮助顾客保护行李内的财物。
1886年，路易·威登和儿子乔治合力研发出一套配备两个弹簧扣的单锁系统。经过数年的发展，乔治为这个革命性的系统申请了专利，并公开在报纸上挑战美国脱逃大师哈利·胡迪尼，要他从路易·威登的箱子和箱锁系统中逃脱。胡迪尼并没有接受挑战，但这套系统的效用却是毋庸置疑的，时至今天仍然被广泛使用。
为庆祝Monogram帆布系列诞生一百周年，路易·威登于1996年诚邀设计师创作独一无二的旅行箱包。各大师的作品于世界各国的首都巡回展出，与全球时尚爱好者一同分享品牌的创新和合作精神。2.（法国）香奈儿 Chanel
品牌名片
品类：时装、成衣、化妆品、配饰、鞋
标志风格：高贵、高雅
创始人：嘉柏丽尔·香奈儿（GabrieIIe ChaneI）
诞生地：法国
诞生时间：1913年
当今香奈儿已成为时尚引领先锋，产品包括服饰、化妆品、珠宝等。
品牌阅读
Gabrielle Chanel was born in Saumur（France）on August 19th 1883 under the sign of Leo to parents of a modest background. In 1910，she opened her first shop at 21 rue Cambon in Paris, creating hats under the name“CHANEL Modes”.Favored by the most famous French actresses of the time, her designs helped to establish her reputation.Gabrielle Chanel's simple elegant style of dress created a sensation, and was soon imitated by all of Paris.
Gabrielle Chanel opened a new boutique in Deauville, France in 1913，and introduced a collection of sportswear. Her line of jersey garments proved revolutionary and changed women's relationships with their bodies and their ways of life.It was an immediate success.In 1915，Her reputation was now firmly established and Mademoiselle Chanel opened her first Couture House in Biarritz, France.
In 1921，Mademoiselle Chanel unveiled her first fragrance, the iconic CHANEL N°5. Created by Ernest Beaux, former perfumer to the Czars, N°5 was so called because it was the fifth scent presented to Mademoiselle Chanel.A truly timeless classic, N°5 remains the ultimate symbol of femininity.In 1924，CHANEL presented the first makeup collection, featuring lip colors and face powders.In the same year, the“Société des Parfums CHANEL”was founded and was dedicated to creating unique fragrances and beauty products.
In 1940s, Gabrielle Chanel was at the height of her fame. She employed 4，000 workers and owned five boutiques on rue Cambon in Paris.But when the World War II broke out, the House of CHANEL was compelled to closure.Among the five boutiques on rue Cambon, only one remained open：the store at number 31，where perfumes and accessories continued to be in high demand among Parisians and American soldiers alike.
At the age of 71，Gabrielle Chanel staged the grand re-opening of her Couture House. Tired of the fashions of the time, she inspired a second fashion revolution with her original creations.
In February of 1955，Gabrielle Chanel launched the iconic 2. 55 quilted handbag, naming the style after the date of its creation.Combining leather and gold chain, she invented a supple new style of shoulder strap that was uniquely strong and light, and that allowed a woman's hands to remain free.
The fascination with CHANEL grew, as the most celebrated stars of the time—Elizabeth Taylor, Jane Fonda, Jackie Kennedy, Grace Kelly and Jeanne Moreau—wore the latest fashions from CHANEL.
The House of CHANEL expanded with the introduction of its first Ready-to-Wear collection and the worldwide distribution of its line of iconic accessories in 1978.
In 1987，the first line of CHANEL Watches was launched with the creation of the PREMIÈRE watch, designed by Jacques Helleu.The dial of the watch recalled the shape of both place Vendôme and the stopper of the iconic N°5 bottle.
In 1993，a milestone was reached with the launch of the first CHANEL Fine Jewelry collection in the heart of the place Vendôme in Paris.In 1997，CHANEL established 18 place Vendôme as the home of CHANEL Fine Jewelry.
In 2002，CHANEL acquired eight Parisian speciality ateliers to establish PARAFFECTION, a company consisting of Desrues（metalworker），Lemarié（flower and feather craftsmen），Maison Michel（milliner），Maison Lesage（embroiderer），Massaro（shoemaker），Goossens（goldsmith），Guillet（floral accessory expert）and Atelier Montex（embroiderer）.In doing so, CHANEL supported the historic arts, and preserved the unique expertise of fashion’s traditional craftsmen.
femininity[ˌfeməˈninəti]n.温柔；柔弱性；女子本性
at the height of 在……的顶峰或鼎盛时期
expertise[ˌekspəːˈtiːz]n.专门技术
嘉柏丽尔·香奈儿于1883年8月19日出生于法国索缪一个寒微的家庭，狮子座。1910年，她在巴黎康朋街21号开设了自己的第一家女帽店，以“香奈儿时尚”为名，制作帽子。她的设计受到当时最著名的法国女演员们的垂青，也为她带来了美誉。嘉柏丽尔·香奈儿简洁优雅的着装风格引起轰动，很快被整个巴黎竞相效仿。
1913年，嘉柏丽尔·香奈儿在法国杜维埃开设了一家服饰店，推出运动服饰系列。她设计的针织服装具有革命性的意义，改变了女性与自己的身体以及生活方式的关系，并立即大获成功。1915年，声誉卓著的香奈儿在法国比亚利兹开设了自己的第一家个人品牌时装屋。
1921年，香奈儿推出自己的第一款香水，标志性的“香奈儿N°5”。香奈儿N°5由前沙皇宫廷调香师恩尼斯·鲍调制，之所以叫做5号，是因为这是他呈给香奈儿女士的第5款香水。香奈儿N°5是永恒经典的象征，至今仍是女性之美的极致标志。1924年，香奈儿推出第一个化妆品系列，以唇彩和蜜粉为主打。同年成立“香奈儿香水公司”，致力于生产独一无二的香水和美容用品。
20世纪40年代，嘉柏丽尔·香奈儿的声誉达到鼎盛期。她雇用了4000名工人，在巴黎康朋街拥有5家精品店。而随着第二次世界大战爆发，香奈儿公司被迫关闭。康朋街的5家店中，只有康朋街31号仍继续营业，因为巴黎人和美国士兵仍然对香水和配饰有大量的需求。
71岁时，香奈儿重返高级女装界。对当时的时尚潮流倍感厌倦的她，用自己独创的作品掀起了第二次时装革命。
1955年2月，嘉柏丽尔·香奈儿推出标志性的2.55菱格纹手袋，并以诞生的年月为其命名。她将皮革与金色链带相结合，发明了一种全新风格的柔韧肩带，既结实又轻巧，可以将女性的双手解放出来。
随着当时最著名的明星——伊丽莎白·泰勒、简·方达、杰奎琳·肯尼迪、格蕾丝·凯利和让娜·莫罗纷纷穿上香奈儿的最新时装，人们对香奈儿的迷恋也与日俱增。
1978年，高级成衣诞生。香奈儿品牌拓展业务，推出第一个高级成衣系列，并进一步向全球推广标志性的配饰系列。
1987年，香奈儿推出第一款腕表系列PREMIÈRE，由贾克·海卢设计。表盘形似芳登广场以及标志性的香奈儿N°5香水瓶瓶盖的轮廓。
1993年，香奈儿迎来全新里程碑，在巴黎芳登广场核心地带推出第一个香奈儿高级珠宝系列。1997年，香奈儿在芳登广场18号设立高级珠宝总店。
2002年，香奈儿将八家巴黎高级手工坊收入旗下，成立了PARAFFECTION子公司，包括：Desrues服饰珠宝坊，Lemarié山茶花及羽饰坊，Michel制帽坊，Lesage刺绣坊，Massaro鞋履坊，Goossens金银饰坊，Guillet花饰坊，以及Montex刺绣坊。通过这一方法，香奈儿不仅为传统的手工艺提供了支持，同时也保存了传统工匠的独特技术。
读书笔记
____3.（法国）爱马仕 Hermes
品牌名片
品类：皮具、服装、香水、饰品
标志风格：奢侈、尊贵
创始人：蒂埃利·爱马仕（Thierry Hermes）
诞生地：法国
诞生时间：1837年
爱马仕品牌标志最上方是以马车马夫与马的形象呈现，由于爱马仕最早期的时候是以制造高端马具起家，所以这点也看出爱马仕一直保持着初衷。标志设计整体采用橙色，温暖并且时尚。
品牌阅读
Hermes is a world famous luxury brand, founded in 1837 by Thierry Hermes in Paris, France. In the early years, it made advanced harness.Today it specializes in leather, lifestyle accessories, perfumery, luxury goods and ready-to-wear.So far, it has had a history of 180 years.
Born in Krefeld（Germany），Thierry Hermes was the son of a French man and a German woman. The family moved to France in 1828.In 1837，Thierry Hermes first established Hermes as a harness workshop on the Grands Boulevards quarter of Paris, dedicating to serving European noblemen.He created some of the finest wrought harnesses and bridles for the carriage trade.Monsieur Hermes earned citations, including the first-class medal in 1867 at the Expositions Universelles in Paris.
In the 1970s, the watch subsidiary, La Montre Hermès, was established in Bienne, Switzerland.Then, throughout the 1980s, Dumas strengthened the company’s hold on its suppliers, resulting in Hermès gaining great stakes in prominent French glassware, silverware and venerable tableware manufacturers such as Puiforcat, St.Louis and Périgord.
From the 1980s, tableware became a strong segment of the firm.And, overall, the collection of Hermès goods expanded in 1990 to over 30，000 pieces.New materials used in the collection included porcelain and crystal.
By the late 1990s, Hermes continued extensively to diminish the number of franchised stores, buying them up and opening more company-operated boutiques.
Today, Hermes has 17 product divisions encompassing leather, scarves, ties, men's wear, women's fashion, perfume, watches, stationery, footwear, accessories, harness supplies, household series, tableware and jewelry.
爱马仕是世界著名的奢侈品品牌，1837年由蒂埃利·爱马仕创立于法国巴黎，早年以制造高级马具起家，如今专门从事皮革、生活配饰、香水、奢侈品、成衣生产。迄今已有180年的悠久历史。
出生于德国克雷菲尔德，蒂埃利·爱马仕的父亲是法国人，母亲是德国人。1828年，举家搬往法国。1837年，蒂埃利·爱马仕在巴黎的Grands Boulevards创建了马具车间，他决定服务于欧洲贵族。他为上流社会创造精致的马具和缰绳。爱马仕先生赢得了大家的褒奖，包括1867年在巴黎举行的世界博览会中，赢得一级荣誉奖章。
在20世纪70年代，制表子公司La Montre Hermès在瑞士比尔市成立。后来，在整个80年代，爱马仕先生的女婿Dumes加强了对其供应商的管理，这使得爱马仕从著名的法国玻璃器皿、银器餐具制造商那里获得了大量的资助，比如Puiforcat, St.Louis以及Périgord。
从80年代开始，餐具成为公司的一个主打产品。总的来说，爱马仕的产品在1990年扩展到30000多件。产品系列中运用了新材料，包括瓷器和水晶。
到20世纪90年代后期，爱马仕大量减少专卖店的数量，买断专卖店，并开设更多直营精品店。
时至今日，爱马仕旗下共有十七种产品系列：皮革、丝巾、领带、男女时装、香水、腕表、文化用品、鞋类、配饰、马具用品、家居生活系列、餐具及珠宝首饰。
读书笔记
____4.（英国）博柏利 Burberry
品牌名片
品类：时装、皮具、香水
标志风格：经典、英伦风
创始人：托马斯·博柏利（Thomas Burberry）
诞生地：英国
诞生时间：1856年
博柏利品牌标志为骑在战马上的武士手持盾牌，以米色、红色、黑色与白色组成的格纹是其经典标志。
品牌阅读
The Burberry trench coat and perfume are more and more popular in the world. With a traditional design style of Britain, the Burberry has classical plaid and unique cloth and is very elegant.Besides the traditional clothes, the Burberry spreads its design style into other areas, draws the classical factors into them and launchs products like perfume, fur, headscarf, sweater, shoes and so on.
The brand was founded by 21-year-old dressmaker Thomas Burberry in 1856.
In 1910，celebrated aviator Claude Grahame-White wore Burberry gabardine. He was the first person to fly between London and Manchester in less than 24 hours.
In 1912，the Tielocken coat was patented, the predecessor to the trench coat. It proved popular among officers during WWI.The coat closed with a single strap and buckle and only one button at the collar.
The Burberry Prorsum label was launched under creative director Roberto Menichetti. Images from the Burberry Spring/Summer 1998 Campaign featuring British model Neil Fenton, were styled by Carine Roitfeld and photographed by Mario Testino.
The Burberry Autumn/Winter 2004 Campaign featured British model Lily Donaldson, photographed by Mario Testino.
In 2005，Kate Moss was photographed by Mario Testino, wearing a limited edition pink Burberry trench coat. Christopher Bailey created the one-off piece to coincide with National Breast Cancer Awareness Month.
In 2006，Burberry celebrated 150 years at the Autumn/Winter 2006 womenswear show in Milan.
In 2009，the new Burberry global headquarters opened at Horseferry House in London.
In the 21st century, Burberry quickens its expansive pace in the globe. That was to establish more unique style exclusive shops in some important cities, such as London, Los Angeles, Germany, Spain, Italy and Japan.Today Burberry, the brand of classical style of Britain, is well known in the world.Just like a knight in armor, it is protecting the clothing culture of the United Kingdom of Great Britain and Northern Ireland.
dressmaker[ˈdresmeɪkə]n.裁缝
coincide with 符合；与……相一致
trench coat 军用防水短上衣
博柏利的风衣和香水在世界有很高的知名度。博柏利带有一股英国传统的设计风格，以经典的格子图案、独特的布料、大方优雅为主。除传统服装外，博柏利也将设计触角延伸至其他领域，并将经典元素注入其中，推出香水、皮草、头巾、针织衫及鞋等相关商品。
1856年，裁缝师托马斯·博柏利（Thomas Burberry）亲手创立了博柏利（Burberry）品牌，此时他21岁。
1910年，著名的飞行家克劳德·格雷厄姆-怀特（Claude Grahame-White）身穿博柏利华达呢外套。他是首位在24小时之内完成伦敦和曼彻斯特之间飞行的飞行员。
1912年，博柏利设计了一款名为“Tielocken”的防雨风衣，它成为了博柏利标志性Trench风衣的前身，风靡第一次世界大战，在军官之间广泛流行。这款风衣仅设搭配扣环的腰部束带，领口处附单颗纽扣。
1998年，创意总监罗伯托·梅尼凯蒂推出“珀松”系列。博柏利1998春夏广告大片，由英国超模尼尔·芬顿出镜演绎，卡琳·洛菲德（Carine Roitfeld）出任造型总监，并由著名摄影大师马里奥·特斯蒂诺（Mario Testino）掌镜拍摄。
博柏利2004秋冬广告大片由英国超模莉莉·唐纳森（Lily Donaldson）出镜演绎，马里奥·特斯蒂诺（Mario Testino）掌镜拍摄。
2005年，凯特·摩丝（Kate Moss）穿着由克里斯托弗·贝利（Christopher Bouley）为全国乳腺癌宣传月而设计的限量版粉红色Trench风衣，由著名摄影大师马里奥·特斯蒂诺（Mario Testino）摄影。
2006年，博柏利150周年庆典，在米兰举办了2006秋冬女装秀。
2009年，博柏利新环球总部于伦敦Horseferry大厦开业。
21世纪，博柏利加快了其在全球扩张的步伐：在伦敦、洛杉矶、德国、西班牙、意大利、日本的一些重要城市和国家建立起更多独具风格的专卖店。如今，博柏利这个经典英国风格品牌已经在世界上家喻户晓。它就像一个穿着盔甲的武士一样，保护着英国的服装文化。
读书笔记
____Part 2世界名表1.（瑞士）伯爵 Piaget
品牌名片
品类：腕表
标志风格：华美、精致
创始人：乔治·爱德华·伯爵（Georges Edouard Piaget）
诞生地：瑞士
诞生时间：1874年
伯爵（Piaget）的品牌标志是英文单词“piaget”的大写全称，如今伯爵不仅仅只是一个姓氏，而是丰富专业知识的代名词。
品牌阅读
It was in La Côte-aux-Fées, a small village in the Swiss part of the Jura, that Georges Édouard Piaget sketched the first strokes of what, decades later, was to become an inimitable signature in the world of luxury and fine watchmaking.In 1874，he started his first workshop on the family farm and devoted himself to making high-precision movements that he soon began supplying to the most prestigious brands.The business developed very quickly.Piaget’s fame spread far beyond the crests of the mountains around Neuchâtel, increased by demand from those who already recognized his signature on a movement as a mark of seldom-equaled expertise, and his workshop grew.
Georges Édouard’s son Timothée Piaget took over the business in 1911，displaying the same passion, demanding for quality and success as his father.Sound and solid foundations had been laid for Piaget.
An enterprising spirit, willingness to take risks and the desire never to rest on its laurels were indelibly inscribed on Piaget's DNA. In 1943，the company made a decision that was crucial to its future by registering the brand.From then on, the movement Manufacture for La Côte-aux-Fées watches was signed by and sold under its own name, created with the same close attention to aesthetics and technical performance.This rebirth can be ascribed to Gérald and Valentin Piaget, the founder’s grandsons.They also started the brand’s geographic expansion and worked to increase its international recognition.
Faithful to its pioneering spirit, Piaget began to design and build the ultra-thin movements that were to become one of the company's“signatures”，making an enduring impression on the watchmaking world. In 1957，the Manufacturer introduced the famous ultra-thin hand-wound Calibre 9P, which was only 2 mm thick.In 1960，Piaget launched the Calibre 12P, the world's thinnest self-winding movement.It measured just 2.3 mm thick.
Piaget's supremacy in ultra-thin mechanical movements has earned the brand a special place among the great Swiss watchmakers. By mastering this area of expertise while elevating boldness and creativity to the status of primary values, it was bound to cause sparks to fly.These fireworks opened the doors to international recognition for Piaget and helped the brand make a name for itself in the world of fine watchmaking and precision work.In the 1960s, the company reiterated its desire to achieve ever-increasing control over its production by purchasing several goldsmiths’workshops in Geneva.
These watches were all inspired by the brand's rich historical heritage, which they reinterpret in a forceful and distinctively modern way. Piaget's deep-felt attachment to traditions and its expertise in movement manufacturing made it a natural choice for the city of Venice as a partner in restoring the Torre dell'Orologio on St.Mark's Square, a legendary monument bearing eloquent testimony to the history of time measurement.
In order to keep pace with its growing success, the company opened the new Manufacture de Haute Horlogerie Piaget in Plan-les-Ouates in 2001，just outside Geneva. This event consolidated a visionary integration strategy already undertaken by the company in the 1960s.This high-performance facility, regrouping both watchmaking and jeweler crafts, complements the historical site in la Côte-aux-Fées where the movements were made.At the same time, Piaget continued to invest in the domain of research and development.
Within barely a decade, almost 30 new movements were to be created, including some of the most prestigious horological complications, and notably a tourbillion, a dual time-zone flyback chronograph and a perpetual calendar. Meanwhile, jewelry watches were endowed with innovative concepts adding further sparkle to the natural radiance of diamonds.
All these masterpieces are entirely in line with Piaget's proverbial inventiveness and emphatically reassert the founder's motto：“Always do better than necessary”.
inimitable[iˈnimitəbl]adj.独特的；无比的；无法仿效的
prestigious[preˈstidʒəs]adj.有名望的；享有声望的
indelibly[inˈdelibli]adv.不可消除地
international recognition 国际认可
ultra-thin 超薄
self-winding 自动上发条的
high-performance 高性能的，高效能的
horological[ˌhɔrəˈlɔdʒikəl]adj.钟表的；钟表术的
乔治·爱德华·伯爵（Georges Edouard Piaget）在瑞士侏罗山区的小村庄La Côte-aux-Fées安家立业，这里数十年后成为奢华与精准腕表制造的代名词。1874年，他首先在自家农舍开设了首家机芯制造工作坊，专门为瑞士著名钟表品牌制作性能精准的高质机芯。蒸蒸日上的钟表事业得到迅速发展，而伯爵的声望也远近驰名。出自伯爵之手的钟表机芯，皆以精湛工艺制作而成，倍受各界肯定，工作坊也不断扩大。
1911年提摩太·伯爵（Timothée Piaget）从父亲乔治手中接掌家业，并秉承着其父对钟表业的热情以及对质量的一贯坚持。伯爵表厂自此打下了稳健而坚实的基础。
企业家精神——勇于尝试、永不言败的精神，深植在伯爵家族的血统中。伯爵在1943年决定将伯爵（Piaget）注册为品牌名称，并在La Côte-aux-Fées表芯的正式推出及销售冠上“Piaget”标志。在创办人的孙子杰若德和华伦太·伯爵（Gérald, Valentin Piaget）两人的掌舵下，伯爵品牌在世界各地开疆拓土，知名度与日俱增，展现出脱胎换骨的全新气象。
伯爵坚持先锋精神，投身超薄机芯的设计和制造，在钟表史上写下美丽的篇章。1957年，伯爵表厂推出著名的9P手动超薄机械腕表，厚度仅为2毫米；1960年，伯爵推出的厚度仅有2.3毫米的12P腕表，成为世界最纤薄的自动机械机芯。
伯爵超薄机械机芯的独家技术让品牌在瑞士高级制表业无可争议地享有一席之地。精湛的技术和创新第一的精神激发出创意的火花。伯爵令人目眩神迷的创新设计，为品牌赢得享誉国际的声望，并在奢华腕表与精准性能领域名声鹊起。20世纪60年代，品牌再次显示出扩大生产的雄心，在日内瓦收购了数家金饰车间。
这些表款灵感源于品牌深厚的历史传承，并以浑然有力和极具现代感的方式重新演绎。伯爵对传统的坚持和精湛的机芯制造技术，令其当仁不让被威尼斯市选定为合作伙伴，参加计时历史的传奇见证——威尼斯钟楼的修缮工程。
为顺应企业的蓬勃发展，伯爵表厂在日内瓦的Plan-les-Ouates建立了全新高级制表厂，2001年正式落成启用。制表厂的建立体现了伯爵早在60年代就已制定的富有远见的整体发展战略。在这个效率极高的表厂，同时聚集钟表和珠宝制造部门，与La Côte-aux-Fées表厂的机芯生产业务相互补足。与此同时，伯爵继续投资研发。
短短十余年，表厂已推出近30款新型机芯，其中包括珍贵的复杂功能机芯，特别是一款陀飞轮机芯、一款双时区计时机芯和一款万年历机芯。而珠宝腕表融入非凡创新理念，令散发自然光泽的美钻更加璀璨炫丽。
这些杰作均体现出伯爵家喻户晓的创新原则，更出色地证明了其创立者一贯秉持的格言：“永远比要求的做得更好。”
读书笔记
____2.（瑞士）劳力士 Rolex
品牌名片
品类：腕表
标志风格：庄重、实用、不显浮华
创始人：汉斯·韦尔斯多夫（Hans WiIsdorf）
诞生地：瑞士
诞生时间：1905年
劳力士（Rolex）的品牌标志是一顶皇冠，以示其在手表领域中的霸主地位，展现着劳力士在制表业的帝王之气。
品牌阅读
The history of Rolex is inextricably linked to the visionary spirit of
试读结束[说明：试读内容隐藏了图片]