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The year 2010 will mark the 150th anniversary of the birth of the Chopard Company. The brand plans to hold prominent events to mark this important milestone throughout the year. A special haute joaillerie collection is expected to be launched to commemorate the occasion and the Chopard Manufacture will develop several new lines including an unusual watch that will recall the history of watchmaking while keeping in mind current technological advances. These pieces will be presented in a preview event at Baselworld 2010, marking the start of the 150th anniversary festivities. Meanwhile, Chopard expects the Middle East to make a greater contribution to its sales turnover currently at around 12 percent, in the coming years, according to company Co-President Karl Friedrich Scheufele on a recent visit to the Sultanate of Oman to open a new boutique in partnership with brand agent Khimji Ramdas. The Middle East is a significant market for us and we expect it to grow, he sis quoted as saying. The largest family owned watch & jewellery company in Switzerland currently produces 75,000 watches and 75,000 units of jewellery annually.