It's meant to bring riches and power befitting an emperor, but if Western luxury brands have their way the Year of the Dragon will cost their wealthy Chinese customers a fortune instead.

The dragon is a traditional Chinese symbol of royalty, fortune and power, and the Year of the Dragon usually sees a spike in marriages and births.

Western manufacturers of luxury goods, from cars to watches and chocolates, are hoping the new year also brings a spike in sales to help offset soft demand in Europe and the US.