2015考研英语阅读瑞士手表与苹果手表_大学英语阅读

2015考研英语阅读瑞士手表与苹果手表

　　That seems to be Apple s ambition. It has been poaching talent from fashion houses. Its newwatches aim to be more than gadgets: 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 mere information tool that say nothingspecial about the wearer, says Jean-Claude Biver, chairman of Hublot, a Swiss brand owned byLVMH, a big luxury group. They become obsolete as soon as the technology advances. Swisswatchmakers, 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-marketones like Tissot and Hamilton, seem most at risk. Swatch has already tried to get intosmartwatches, in an ill-fated venture with Microsoft a decade ago, and plans to try again.However, Jon Cox of Kepler Cheuvreux, a stockbroker, points out that watches costing $500 orless provide just 6% of the industry s revenues, so it could survive their loss. Since Swatchalso owns several upmarket brands and makes parts for many others, just 5% of its profits areat risk from Apple s watch, Mr Cox reckons.