 After an unsuccessful attempt to penetrate the American market in the late 1990s, the company opened stores in Asia to fuel growth.Chaumet was now part of the watch and jewellery brands that included TAG Heuer, Zenith, FRED, Hublot, Montres Christian Dior, and De Beers Diamond Jewellers (a joint venture between the LVMH and De Beers groups).In 2006, the brand became established in China, opening 24 boutiques in the country.