"Fake watches are for fake people: buy authentic, buy real" -- that is the slogan of a campaign by the Swiss watch industry to fight booming demand for counterfeit goods during the global downturn.
「偽君子戴假表：請買正港真品」，這是全球經濟不景氣聲中，瑞士製表業者為反制需求日殷的山寨品而發起的行動所喊出的口號。
Switzerland knows that imitation is the sincerest form of flattery but wants to preserve its reputation for quality products, from watches to cheese, by setting strict rules on Swiss content and more rigorously tracking down fakes. Defending "Swissness" will be an uphill battle beyond Swiss borders and promoting premium products is a risky strategy in a recession, but Switzerland wants to be ready for a rebound.
瑞士雖然也知道，仿冒是最由衷的奉承，他們還是希望藉由製定嚴格規範瑞士產品的內容及大力掃蕩仿冒品，來捍衛從表到起司等高質精品的名聲。捍衛「瑞士共性」將是一場跨越瑞士國界的艱鉅挑戰，在經濟衰退中推廣高檔貨也是一項高風險策略，但瑞士希望經濟反彈時能作好萬全的準備。
A search for "Swiss made" on the Internet returns dozens of websites offering replica watches at knock-down prices but also assurances that the mostly "made in China" fakes can match "made in Switzerland" quality. "We're able to offer low prices, and you can be certain of the craftsmanship that goes into every watch," boasts one company based in Shenzen, China.
上網搜尋「瑞士製造」，可以找到數十個以超低價賣假表的網站，但它們保證大部分「中國製造」的仿冒品，品質和「瑞士貨」相當。「我們可以殺低價格，也可以向各位掛保證，每一支表都是一流手工，」深圳一家公司誇下海口。
Exports of Swiss watches slumped by 25 percent in the first five months of the year to 5 billion Swiss francs ($4.6 billion), with 2.5 million fewer watches sold than a year ago. The Federation of the Swiss Watch Industry estimates that more than 40 million fake Swiss timepieces are made every year, generating profits of around $1 billion.
今年頭五個月，瑞士出口表重跌25%，只剩50億瑞士法郎（46億美元），比一年前銳減250萬美元。瑞士鐘表工業聯合會粗估，每年製造的瑞士假表4000多萬支，獲利約10億美元。
The threat from fake goods has spurred the Swiss government into action to try to protect its precious "Swiss-made" label and the white-on-red Swiss cross logo by setting strict rules on Swiss content and production.
仿冒品來勢洶洶，迫使瑞士政府採取行動，力圖護衛其珍貴的「瑞士製造」品牌及白底紅色的瑞士十字標記，並製訂有關瑞士精品品質和生產的嚴格規範。
Switzerland's squeaky-clean image has been dented by a global crackdown on its secretive banking industry, in particular its top bank UBS, accused of helping tax dodgers hide their money in offshore accounts.
瑞士一塵不染、毫無瑕疵的形象，因全球制裁其客戶保密條款的銀行業而受到汙損，尤其是瑞士銀行業龍頭瑞銀被控成為避稅天堂，幫助逃漏稅者把錢藏在其海外帳戶中。
However, the image of most Swiss products is untarnished. A global study conducted by advertising firm McCann Erickson and St Gallen University in 2008 showed Swiss products are perceived more favourably that those from any other country.
但瑞士產品的形象大半完好無損。一項由廣告公司麥肯世界集團和瑞士聖加崙大學在2008年所進行的一項全球研究顯示，比起其他國家，瑞士製造的產品一般給人較好的印象。
"People are prepared to pay up to 20 percent more for certain Swiss consumer products and for luxury goods they are prepared to pay even more," said Felix Addor, deputy director general of the Swiss Federal Institute of Intellectual Property. "But if they pay more and they are disappointed because the product has not the expected high quality it hurts the reputation of Switzerland."
瑞士聯邦智慧財產局副局長阿道爾說：「一般人願為買某些瑞士消費品多付20%的錢，如果是高檔精品，他們甚至願意額外付更多錢，但如果他們花大錢後大失所望，因為產品不如預期中那麼高質，就會傷害瑞士的名聲。」
Juergen Haeusler, chairman of the brand consultancy Interbrand for central and eastern Europe, said achievements by prominent Swiss such as tennis ace Roger Federer and prize-winning architects Peter Zumthor and Jacques Herzog have helped the country's image. "People think of Switzerland in terms of quality, precision," he said.
Interbrand品牌顧問公司中歐與東歐地區董事長豪斯勒指出，瑞士名人像網球天王費德勒及曾得普立茲克建築獎的建築大師祖姆特和〔設計鳥巢的〕赫爾佐格可以幫助提升瑞士的形象。他說：「大家想起瑞士，就會想到高質和精準。」
The leading Swiss brands in the Business Week/Interbrand top 100 include Nescafe coffee and Rolex watches, as well as UBS, although the bank dropped several places when it suffered record losses last year and came under a U.S. tax fraud investigation.
《商業周刊》和Interbrand遴選的瑞士百大精品，包括雀巢咖啡和勞力士表及瑞銀，但瑞銀因美國調查其稅務詐欺，去年蒙受空前鉅額虧損而倒退好幾名。
Some of the top brands such as Nestle do not actively market their Swiss roots, perhaps because they imply premium pricing, but a growing number do so, with more than 5,000 brands using the tag "Swiss" in 2006, up from 1,500 in 2000. "Made in Switzerland' is a valuable asset of the Swiss nation and helps Swiss industry to compete worldwide." Haeusler said.
有些頂級品牌像雀巢，不願太積極行銷其瑞士出品的根源，也許因為這意味著高不可攀的價位，但有越來越多品牌願意，有5000多個品牌在2006年主打「瑞士」品牌，2000年時只有1500個。豪斯勒說：「『瑞士製造』是瑞士的珍貴資產，有助於瑞士產業加強世界競爭力。」
To defend the brand, the government is planning legislation that will demand that the Swiss share of production costs must be 60 percent for industrial goods to be labelled "Swiss". The watch industry has proposed an even tougher requirement for itself, demanding an 80-percent share of total production costs in Switzerland, up from the current 50 percent, seen by many as too lax and allowing too much production elsewhere.
為了捍衛品牌，政府計畫立法，要求瑞士必須占工業產品產值的60%才能標示「瑞士製造」。製表業則提議本身要有更嚴厲的規範，要求瑞士要占80%總產值才行，目前只占總產值的50%，不少人認為，目前的規範太寬鬆，同時開放太多其他地方生產。
Some might question the wisdom of pushing the premium quality of Swiss products when consumers are trading down. Interbrand's Haeusler disagrees: "Even if we can't have premium, we still aspire to have premium. I would not just begin to communicate the image in a different way just because of a temporary crisis." Kepler Capital Markets analyst Jon Cox said promoting the Swiss brand would set the country up well for a recovery.
有人可能質疑，當消費者換購低檔貨之際，強推瑞士貨的頂級品質是否明智。Interbrand的豪斯勒不同意這種看法：「即使我們不能擁有第一品牌，我們還是心嚮往之。我不會因為短暫的危機就開始以不同方式推廣我們的形象。」 瑞士資產管理公司Kepler Capital Markets 分析師考克斯說，推廣瑞士品牌可以提升國家形象，走上復甦之路。
An employee places almonds on pralines at the plant of Swiss chocolate producer Lindt near Zurich in this 2008 file photo. Under a new legislation, at least 80 percent of the raw materials for food products must be from Switzerland and most of the processing costs must occur in the country.
在這張去年的檔案照（路透）中，瑞士第一名牌巧克力廠瑞士蓮位於蘇黎世附近的一家店面，員工正把核桃放到巧克力上。根據新的立法規定，至少80%標示瑞士的食品原料要來自瑞士，另外大部分加工產值也要在瑞士境內進行。