Next year, in year 2010, Chopard is celebrating the 150th anniversary of its foundation. The celebrations are being marked by highlighting its achievements throughout its history, to the stature it has arrived at today. %% The company originated in 1860, in the small village of Sonviliers in the Travers Valley, set up by its founder Louis-Ulysse Chopard. In the year 1920, the company moved to Geneva, coming closer to its clientele. In 1963, Karl Scheufele, the son from a dynasty of German goldsmiths and jewellers, bought the Chopard company and built it into a leading watch and luxury brand in the world, as it is known today. %% Through time, the company has delivered some iconic collections including the first watch sporting the Happy Diamonds, which is now inextricably linked to the Chopard name. In line came the jewellery section being launched and the department of Haute Joaillerie. Also notable are the 1000 Miglia sport watches, named after the classic car rally of which the company has been a partner since 1988. %% The company has planned some notable projects for the year 2010. A special Haute Joaillerie collection will be launched next year, crafted with avant-garde materials and precious stones. A unique collection of watches is being prepared incorporating Chopard's traditional art of watch making and the technological advancements of today. Apart from these there are several new items being made. These pieces will be presented in a preview event at Baselworld 2010. Also, Chopard has lined up a product launch during the Festival of Cannes.