A survey by Confindustria, the Italian organisation of employers, estimates that in 2015 there will be 201 million well-off - even wealthy - Chinese: the population of France, Germany and Italy combined. A figure that is expected to rise to 424 million in 2020. This is a tremendous opportunity for every luxury brand, including those in Fine Watchmaking which demonstrate an authentic and competitive approach to this market. To take a more fundamentalist tack, one wonders if every brand that equates China with Cockaigne will make contact with this new and attractive clientele in the most appropriate way.