In the 1990s, he began expanding his holdings, and acquired Lemarie, Lesage and A-Michel et Cie. In 1996, he also acquired Holland & Holland, an exclusive gun manufacturer, Eres, a high-end swimsuit company in 1997, and Bell & Ross, a watchmaker in 2001. Soon, he launched accessories bearing the name of Chanel, and rolled out a new watch and jewelry store on the Madison Avenue of New York. Today, he owns 25 Chanel stores in the US alone, and targets the Far East by opening a 2400 sq. ft. boutique in Hong Kong. The No. 5 perfume from the Chanel’s line of fragrances is one of the best selling products of the company.