Chopard is celebrating its 150th anniversary, this year. In a special endeavour to mark its 150 years in the industry, Chopard has launched its 150th anniversary collection, the haute joaillerie "Animal World Collection".

The collection offers 150 pieces designed on the animal-theme. There are jewelled bracelets, necklaces, brooches, earrings and rings, to choose from. There is also a complementary watch collection of 15 timepieces offering original designs inspired with expressive animal-motifs. There are also four calibers - four new in-house made mechanical movements, a rare development found in the watchmaking industry, as the brand perceives. The new models include the L.U.C. EHG, L.U.C. 4TQE, L.U.C. 1 TRM and L.U.C. 1.010. The L.U.C. EHG is a tribute to its history and craftsmanship and was developed in a collaborative effort between Chopard and the Geneva Watchmaking School. The L.U.C. 4TQE, is made of 516 parts, with a hand-wound movement with four barrels and a seven-day power reserve. The L.U.C. Calibre 1TRM gives a sporty appeal with a design drawn from the automotive industry. The L.U.C. Calibre 1.010 is a simple-assembly watch, with a mechanical self-winding movement.

The brand launched its new collection at the BaselWorld in March 2010, and will take it further to New York, as an anniversary celebration in Manhattan in April, 2010. Chopard was founded in 1860 by Louis-Ulysse Chopard.