The back of an iPhone proclaims that it is “designedin California, made in China. That will not do forSwatch. The words “Made in Switzerland are crucialto the appeal of timepieces, from 4,500 Omegas to 40 Swatches — leaving the companycommitted to manufacturing in one of the world’s most expensive countries.
iPhone背面的文字宣称它是“加州设计,中国组装。对斯沃琪(Swatch)来说,这样可行不通。“瑞士制造的字眼是手表吸引力的重中之重,从4500欧元一块的欧米茄(Omega)手表到40欧元一块的斯沃琪手表都是如此,这让斯沃琪坚持在世界上成本最高的国家之一生产手表。
Switzerland became even more expensive in January, when the Swiss National Bank gave uptrying to contain the appreciation of the franc. Shares in Swatch have clawed back about halfof the 20 per cent drop that followed that decision, helped by half-year results yesterday thatbeat forecasts. At about 16 times forecast 2016 earnings, the valuation is reasonablecompared with past levels and peers such as Richemont, on 19.
今年1月,瑞士央行(Swiss National Bank)放弃了遏制瑞士法郎升值的努力,这使瑞士的生产成本变得更为高昂。在瑞士央行做出这一决定后,斯沃琪的股价下跌了20%,不过斯沃琪昨日发布的上半年业绩数据超出预测,帮助其股价收复了大约一半的失地。按照2016年的预期盈利计算,斯沃琪的市盈率为16倍,相比其过去的估值和历峰集团(Richemont,预期市盈率为19倍)等同行业公司的估值,斯沃琪现在的估值较为合理。
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