Chopard is a luxury Swiss watchmaker and jewellery house founded by Louis-Ulysse Chopard in 1860. The initial focus of the business was on precision timepieces in the Swiss tradition of which the company earned a reputation for quality and reliability. The business stayed within the Chopard family until 1963 when the sons of the last Chopard watchmaker did not wish to carry on the business. Over the years Chopard has introduced many other notable pieces and have also designed and released watches to commemorate special events such as the Mille Miglia an annual Italian vintage and classic car rally and limited edition celebrity watches to benefit charitable foundations. In 1992, Chopard partnered with L'Oreal to release their first perfume, Casmir which was a success and was followed by their first men’s cologne Heaven in 1994. Chopard has gone on to produce more fragrances in bottles resembling gemstones and coinciding with their watch or jewellery collections such as the women’s perfumes Wish, Brilliant Wish and Happy Spirit and the men’s cologne Casran.