The 38th BASELWORLD was held in Basel, Switzerland during March 18-25, 2010. As the annual event for top watches around the world, the BASELWORLD is the thermometer for the global watchmaking industry. Ernest Borel, the top Swiss brand of couple’s watches, together with other prominent timepiece brands around the world, displayed the latest models in 2010 and their fine watchmaking techniques. They jointly illustrated the eye-catching charm of the Swiss precise timepieces as well as their own ideas of romance. Background of the Swiss Ernest Borel In 1856, Ernest Borel was founded by Jules Borel in Neuchatel, Switzerland, the "Kingdom of Watches". In 1859, Jules Borel and his brother-in-law Paul Courvoisier cofounded the Borel and Courvoisier Company. In 1860, Borel and Courvoisier Company exported the first batch of timepieces to Uruguay, marking its presence in South America. In 1866, the Company beat its competitors to obtain the first prize in the competition organized by the Neuchatel Observatory, the top judge of timepiece products in Switzerland at that time. In 1867, the products of Borel and Courvoisier started to be available in Spain, with the sales network expanding rapidly. In 1876, the timepiece products by Borel and Courvoisier were granted the Premium Award in Philadelphia, the USA. In 1878, the Company obtained the only Precious Premium Award for the Swiss timepiece industry in Paris, France. In 1903, sales personnel of Ernest Borel came to China after a six-month journey and sold 388 watches. In 1937, Ernest Borel was granted the Grand Prix Honor Award in Greece. From 1945 to 1958, the Swiss Neuchatel Observatory issued the "Bulletin demarche" certificate to 4,172 pieces of Ernest Borel watches. In 1958, the same observatory even presented the first prize to two of Ernest Borel’s precision timepieces. In the 1960s, Ernest Borel focused on developing the markets in the USA, Hong Kong and the entire Southeast Asia. In the 1980s, Ernest Borel rapidly integrated itself into China’s profound traditional culture and the fashionable taste, creating a brand-new consumption concept for the Chinese consumers. In the 21st century, Ernest Borel has designed more trend-setting products, which are greatly loved and esteemed by consumers.