The Austrian Legacy Of Swarovski Crystals

Swarovski is an Austrian company founded by Daniel Swarovski in 1895. The Swarovski Crystal Worlds, located in Wattens, Tyrol, is a top tourist attraction in Austria. The experience attraction, designed by Austrian artist André Heller, consists of a park, art museum, retail area, and restaurant. The crystalline world features a giant's head, a Crystal Cloud with 800,000 crystals, a play tower, and 17 chambers of wonder showcasing the brilliance of Swarovski crystals.

Swarovski Crystal Worlds

The museum features 18 Chambers of Wonder, including Silent Light, an icy chamber with snow all year round, and The Art of Performance chamber, which showcases the history of Swarovski in Hollywood. The Chambers of Wonder also include a physical-meditative light experience created by the artist James Turrell, which is unique in the German-speaking world. The exhibition spaces are based on the concept of the historic chambers of art and curiosities favoured by aristocratic families in the 16th century.

The park features a playtower with four levels of play experiences, an open-air playground, and a carousel designed by Spanish designer Jaime Hayon. The garden also includes the Crystal Cloud, a mystical masterpiece created by Andy Cao and Xavier Perrot that consists of around 800,000 hand-mounted Swarovski crystals.

The Swarovski Crystal Worlds store is one of the largest in the world, offering a unique fusion of shopping and art installations. The Wattens store is located in the heart of the Austrian capital, with jewellery and home accessories showcased in an extravagant interplay of light, art, and crystal.

Swarovski's history

Swarovski is a leading jewelry and accessories brand, founded in 1895 by Daniel Swarovski in Wattens, Tyrol, Austria. The company is known for its mastery of crystal cutting, innovation, and design, with products ranging from jewelry and watches to crystal decorations and figurines.

The Swarovski Crystal Worlds, located in the town of Wattens, is an experience attraction created by Austrian artist André Heller to celebrate the company's 100th anniversary in 1995. The attraction consists of a park, art museum, retail area, and restaurant, all showcasing the brilliance and beauty of Swarovski crystals. The crystalline world features a giant's head, a Crystal Cloud with 800,000 crystals, a playtower, and 17-18 chambers of wonder that exhibit the work of internationally renowned artists, designers, and architects.

The Swarovski company has a long history of innovation in crystal cutting and design. In 1891, Daniel Swarovski invented an electric machine that cut crystal more accurately than ever before, marking a new era for crystal use. From the 1920s, dresses adorned with Swarovski crystals reflected the excitement of the time, appearing in American jazz halls and Parisian couture houses. The company opened its first boutique in the 1980s, introducing a new brand of jewellery and crystal figurines to the world.

Today, the Swarovski family continues the tradition of delivering extraordinary everyday style to women worldwide, with new cuts, shades, and sizes conceived and realized daily in the historical Wattens headquarters.

The Swarovski family

In 1895, Daniel Swarovski, along with partners Armand Kosmann and Franz Weis, founded the Swarovski company (originally A. Kosmann, D. Swarovski & Co., later shortened to KS & Co.) in Wattens, Austria. The company established a crystal-cutting factory in Wattens, taking advantage of the local hydroelectricity to power the energy-intensive grinding processes that Swarovski had patented. This factory revolutionised the jewellery business by creating a method for the mass production of crystals, bringing Swarovski's vision of "a diamond for everyone" to life.

In recent times, the Swarovski family has continued to hold prominent positions within the company. In April 2020, Robert Buchbauer, the great-great-grandson of Daniel Swarovski, was appointed CEO, with Mathias Margreiter as CFO. However, less than 18 months later, both stepped down due to shareholder disputes. The current CEO is Michele Molon, the first non-family member to lead the company. Despite this, the Swarovski family remains closely tied to the business, with members holding various roles and appointments within the organisation.

Swarovski's creative process

Swarovski is a world-renowned crystal cutting company founded in 1895 by Daniel Swarovski in Wattens, Austria. The company has since become the world's premier jewellery and accessory brand, with a presence in American jazz halls and Parisian couture houses in the 1920s, and boutiques opening in the 1980s. Swarovski's creative process is a unique and prolific one, with a focus on trend curation, design, and meaningful branding. Every piece of Swarovski jewellery tells a story and embodies the company's 125 years of craftsmanship.

The Swarovski creative process involves the continuous evolution of materials and techniques, making the company a leader in crystal cut creations. New cuts, shades, and sizes are conceived and realised every day in the historical Wattens headquarters, pushing the boundaries of what is possible with crystal. Swarovski's know-how not only focuses on refining crystal, but also explores methods that make incredible pieces possible. For example, beading, pavé, bezel, and prong settings are some of the techniques used to enhance the sparkle and create exquisite refinement.

Swarovski's crystal settings are brought to life through proprietary techniques such as Pointiage®, which lends an ultra-precise quality to hand-crafted work. The company's attention to detail ensures that each piece is made with the highest quality. This expertise is infused into every step of the creative process, from initial design sketches to assembly.

Swarovski stores

Swarovski is indeed an Austrian brand, and it has a strong presence in its home country, with several stores located across Austria. Here is some information about Swarovski stores:

When you step into a Swarovski store, you'll immediately be immersed in a world of sparkle and elegance. The stores are designed to showcase the brand's unique aesthetic and provide a luxurious shopping experience. You'll find crystal displays, elegant lighting, and sophisticated fixtures that highlight the products' beauty. The stores are typically spacious, allowing customers to browse comfortably and enjoy an unrushed, indulgent shopping trip.

The product assortment in Swarovski stores varies, offering something for every taste and occasion. You'll find an extensive collection of jewelry, including necklaces, earrings, bracelets, and rings, with designs ranging from classic and timeless to trendy and contemporary. Additionally, Swarovski stores carry a selection of watches, featuring Swiss-made timepieces that combine precision craftsmanship with the brand's signature crystal accents.

Beyond jewelry and watches, Swarovski stores also showcase the brand's versatility. You can find home décor items, such as sparkling crystal figurines, elegant candleholders, and decorative objects that add a touch of glamour to any living space. The stores also offer seasonal and limited-edition collections, exclusive designs, and customizable products, ensuring that there is always something new and exciting for customers to discover.

Customer service is a key priority for Swarovski, and the in-store experience reflects this. Well-trained and knowledgeable staff are always on hand to assist customers, providing information about the products, offering styling advice, and ensuring that each visitor receives personalized attention. Many stores also provide additional services, such as jewelry cleaning and repair, gift wrapping, and exclusive events, further enhancing the overall shopping experience.

With a strong global presence, Swarovski stores can be found in major cities and desirable locations. In addition to its extensive network of retail stores, Swarovski also has an online shop, making its products accessible to customers worldwide. This omnichannel approach ensures that the brand remains convenient and accessible to its diverse customer base.

Frequently asked questions