( CNN ) -- The holiday shopping season might be over in the West , but in Asia , international brands are hoping to cash in on the Chinese New Year with products commemorating the year of the dragon . Luxe brands including Rolls Royce , Piaget , Versace and Michael Kors are tapping into the growing appetite for brand-name goods among China 's upper middle class , which accounts for about 12 % of the global luxury goods market , according to a 2011 McKinsey report . With that share expected to grow to 22 % by 2015 , the timing could n't be better . Much of luxury 's allure comes from the opportunity to share in the cultural heritage associated with a brand , the McKinsey report found . A revered symbol of good luck and prosperity , the dragon lends itself to bold imagery in jewelry , cars , even coffee makers . Watchmaker Piaget created more than 20 pieces exclusively for its Dragon and Phoenix line , which honors the dragon and its mythical mate . Items from the collection range from $ 25,000 to north of $ 100,000 for its Altiplano Double Jeu , a 43 mm watch in 18-carat white gold set with 78 cut diamonds , with an enamel dial and a white alligator strap . Shanghai Tang incorporates the dragon motif in its Nespresso Dragon Collection , which includes a shiny red coffee maker , a box to hold Nespresso coffee capsules and a cup-and-saucer set . Instead of starting from scratch , Rolls Royce 's Bespoke Team incorporated imagery and colors of the year of the dragon to put a new spin on its classic Phantom automobile . While most of the lines are available only in Asia , dragon enthusiasts in the Western Hemisphere need not despair -- products including Burberry 's red Dragon Collection and Tiffany 's Chinese zodiac charms are available in the United States . There 's even a market for those who do n't have thousands of dollars to spare on a gimmick . Just $ 18 can get you a Hello Kitty 2012 Year of the Dragon gold compact from cosmetics dealer Sephora . Going a bit upmarket , Cartier has Happy New Year stationery in a dragon motif for $ 75 .
International brands use year of the dragon to tap into China 's growing market for luxury items . A symbol of good luck and prosperity , the dragon lends itself to bold imagery . Comment: