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OUR STORY

Since 1895, founder Daniel Swarovski’s mastery of crystal cutting has defined the company. His enduring passion for innovation and design has made it the world’s premier jewelry and accessory brand. Today, the family carries on the tradition of delivering extraordinary everyday style to women around the world. 

For more information about the Daniel Swarovski Corporation AG please visit www.swarovskigroup.com 

CRAFTSMANSHIP & MASTERY
From inspiration brief to collection launch, Swarovski’s creative process is uniquely prolific. With a focus on trend curation, design, and meaningful branding, every piece tells a story and embodies over 120 years of mastered craftsmanship. The continuous evolution of material and technique makes Swarovski the leader of crystal cut creations.
New cuts, shades, and sizes are conceived and realized every day in the historical Wattens headquarters, pushing the boundaries of crystal. Swarovski’s know-how not only focuses on refining the crystal, it also explores methods that make the most incredible pieces possible. Beading, pavé, bezel, and prong settings are some of the techniques used to enhance the sparkle and create exquisite refinement.
Swarovski crystal settings come to life through our proprietary techniques such as Pointiage®, which lend an ultra-precise quality to work done by hand. Our attention to detail ensures that each and every piece will always be made of the highest quality. This expertise is infused in every step of the creative process, from initial design sketches through assembly.
HERITAGE
In 1891, Daniel Swarovski’s vision was to create “a diamond for everyone”. He invented an electric machine that cut more accurately than ever before, marking the beginning of a new era for crystal. From American jazz halls to Parisian couture houses, dresses dripped with beads and Swarovski crystals, reflecting the excitement of the 1920s.
In the 20th century, Swarovski unleashed incredible opportunities for designers of haute couture. The “Aurora Borealis effect”, developed with Christian Dior in the 1950s, gave crystals a mesmerising opalescent finish and the fashion world new creative possibilities. The crystals graced the silver screen in the century’s most iconic films such as “Diamonds are a Girl’s Best Friend” and “Breakfast at Tiffany’s.” On May 19th, 1962, Marilyn Monroe sang to the American President in a flesh-coloured gown covered in Swarovski crystal, which was auctioned off in 1999 for 1.26 million dollars.
Inspired by decades of creative collaborations and expertise, Swarovski opened its first boutique in the 1980s. The world’s fascination with a new brand of jewellery and crystal figurines began. With the introduction of the annual limited-edition Christmas ornament, a new tradition was born for collectors around the world.
For over 35 years, Swarovski has captivated the world with unique pieces like the Nirvana cocktail ring, the Slake bracelet and its signature Swiss movement watches. In 2008, the magical 'Crystal Forest' interior design was implemented in stores worldwide, welcoming shoppers to an architectural crystal wonderland. Today, Karlie Kloss shines in a global advertising campaign as the modern woman embodying the spirit and essence of the Swarovski brand.
SUSTAINABILITY

Swarovski is proud to commit to conscious luxury - driving positive action and attitudes across the industry. We are engaging in responsible production, using materials of the future including the most responsible crystal on the market, collaborating with others to improve practices in the industry and encouraging those who use Swarovski crystal to act more sustainably. For more details visit the Swarovski Group website.