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Well time is money, as the old saying goes, and for luxury watchmakers, time can be a great deal of money indeed.
俗話說得好：「時間就是金錢」。對製造精品鐘錶的公司來說，腕錶確實有可能是一筆鉅款。

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Now for Tag Heuer, it means setting itself apart from the crowd.  
對豪雅錶來說，這意味著豪雅錶的與眾不同之處。  

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The company relies on celebrity ad campaigns to woo high-end consumers.
豪雅錶藉由名人的廣告宣傳來吸引頂級客群。

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Now Tag's CEO Jean-Christoph Babin says it's all part of buying into a lifestyle of desires and dreams.  
豪雅錶全球執行長尚克里斯朵夫‧巴賓表示，這都是為了追求充滿慾望與夢想的生活方式。  

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It's part of our Luxury Week series.  
這是我們精品週系列報導的一部分。  

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Monita Rajpal sat down with the company's boss.
CNN 特派員莫妮塔‧拉吉波專訪豪雅錶的總裁。

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In our segment, we had really, I mean, to create desire since [for] years and years.  
在我們這一行，我們真的必需年復一年地創造慾望。  

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If you look at the watch industry statistics, 
如果你看過鐘錶業的一些數據，

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our segment has never grown more than three to four percent per year,  
就會知道我們這行每年業績的成長從來沒有超過百分之三到百分之四。  

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and Tag Heuer has grown above 20 percent every year, which mean[s] that we have managed as a brand because of our innovations,  
但是，豪雅表卻每年成長百分之二十以上，這表示我們已經成功經營豪雅這個品牌了。  

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because of our communication -- we're mentioning Brad Pitt, Tiger Woods, Uma Thurman, Maria Sharapova -- 
由於我們的創新、我們的廣告宣傳－包括布萊德‧彼特、老虎‧伍茲、鄔瑪‧舒曼、瑪麗亞‧莎拉波娃等人，

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to create probably more desire and dreams than many other brand[s].
我們大概比別家品牌創造出更多的願望與夢想。

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But it's also about survival, too, in a very competitive industry.  
不過，這也是攸關能否在競爭如此激烈的產業中求生存。  

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Granted, you have a heritage, but the reality is you have to make money.  
即使貴公司有所傳承，但現實是，公司必需要有獲利。  

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Where do you see your focus or your energies being focused in this, in this day and age, in the world right now?
在此時、此際、在現今這個世界，貴公司將如何定位？您會把精力集中在什麼地方？

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Well first, geographically, you know, we are [a] global brand.  
首先，從地理上來說，你知道我們是全球品牌，  

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Worldwide in value, we are number three or number four.  
豪雅錶的營業額世界排名第三或第四。  

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There are no official statistics, so it's a guess, but we know we're there.  
因為沒有正式的統計數據，這只是猜測罷了。  

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In most countries, in the U.S., we are number two.  
不過，我們的確實很高。在大多數國家、在美國，豪雅錶名列第二。  

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In Japan we are number three.  
在日本排行第三。  

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So let's say in most countries we're on the podium, which mean[s] that we cannot overlook one region to the benefit of another.  
可以說，豪雅錶在大多數國家都是數一數二，意思是我們不因一地之利而忽視其他地方。  

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We'll invest in the States, and we must invest in the States, because a luxury company cannot just stop investing in the States because it's harder.  
我們會投資美國，我們必需投資美國，精品公司不會因經濟不景氣就不投資美國。  

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I would say it's the other way around.  
我認為正好相反，  

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This year in the United States, in terms of media impressions, so contact with the consumer, 
今年在美國，我們會從媒體曝光率著手，來接觸消費者，

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we will double our media impressions this year, 2.4 billion, against 1.2 [billion] last year.  
今年媒體曝光次數將會加倍，從去年的十二億美元增加到二十四億美元。  

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So, when times are tougher, Tag Heuer is a company investing more.
所以，在愈不景氣的年代，豪雅錶是個投資愈大的公司。

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Why?
為什麼？

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Because we know that when time[s] are tougher, to trigger dreams, to trigger consumer interest, obviously you need to work harder.
因為我們知道，愈不景氣，愈難引發人的夢想、愈難引起消費者的興趣，我們理所當然需要更努力。

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Why is the luxury industry important?
為什麼精品業很重要？

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You know, go to Egypt.  
去埃及，  

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Look at the Egyptian art.  
看看埃及藝術，  

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Or to Persia, and you will see that ever since mankind exists,  
或者去波斯看看，你就會瞭解自有人類以來，  

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once you have climbed the nice little pyramid and fulfilled the basic needs for survival, human being[s] want beauty.  
人一旦爬上了精巧的小金字塔，滿足了生存的基本需求後，就會想要擁有美的事物。  

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Human beings want something going beyond functionality, and this is the birth of art and this is the birth of luxury.
我們會想要擁有超越功能以外的東西，而這就是藝術的起源，這就是精品的開始。