launched in 2007. Claire Choisne was appointed Creative Director in 2011. The company's estimated sales (in 2010/2011) were €50 million in total sales and €5 million in watches. Products Boucheron makes watches, and jewellery, and licenses its marque for perfumes. The watch and jewelry making segments have existed for over 150 years. The first fragrance, "Boucheron," was launched in 1988. Over 22 men's and women's fragrances have been released. Since 2011 Boucheron fragrances have been created, produced and distributed under license by Interparfums. Boucheron International Rating of Diamonds Boucheron has compiled a classification system by which to determine the value of a diamond, developed on the basis of the diamond's international currency. The Boucheron method of appreciation has been registered under the name B.I.R.D. (Boucheron International Rating of Diamonds). This original classification system is based on an evaluation of diamond quality and relies on a combined analysis of two criteria: first, the degree of clarity and second, the colour of the stone. The point at which these two variables, "clarity" and "colour" intersect gives rise to a mark of appreciation of between 90/100 and 99/100 for the quality of the diamond. A mark of 100/100 would indicate that a stone possesses the ultimate degree of perfection, according to Boucheron's criteria. Vertu mobile phone In a joint venture with the mobile phone brand Vertu, Boucheron created the world's first High Jewellery limited edition cell phones out of gold and precious stones. This collaboration continued with the 150th anniversary celebration with a new line of 7 Vertu mobile phones inspired by Boucheron's High Jewellery "Enchanting Boucheron" anniversary collection. There are only eight pieces of the Cobra model in rose gold set all round with rubies and a pear-cut diamond and emerald eyes. Entwined around a rose gold case, the Python model, a serpent set with multi-coloured sapphires, diamonds and two sapphires, will be brought out in 26 pieces, as a reference to the famous jeweller's address, 26 place Vendôme. Retail Boucheron operates 34 shops worldwide, including Paris, Cannes, Saint-Tropez, Monaco, Beirut, London, San Francisco, Tokyo, Saitama, Yokohama, Fukuoka, Kyoto, Osaka, Hiroshima, Okayama, Nagoya, Taipei, Seoul, Shanghai, Hong Kong, Kuala Lumpur, Dubai, Baku, Moscow, Toronto, Almaty, and Kuwait. The brand is also sold at 100 certified retailers. References External links Boucheron ou l'histoire du « bijoutier du temps » French jewellery designers Jewellery companies of France French business families Watch manufacturing companies of