Crystalline Moments for Eternity

1892 - Daniel Swarovski’s Invention

Daniel Swarovski was born in Bohemia in 1862. Crystal characterized life in the family home. Bohemia was one of the most important centres for the production of glass and crystal. Even in his father’s small factory, crystal was cut and polished. As a boy, Daniel would often observe the work in his father’s company. When at the age of 21 he visited the first Electrical Exhibition in Vienna, he had the idea of his life: the new technologies from Siemens and Edison inspired him to develop a crystal grinding machine. Nine years later (1892), he was able to take out a patent on it: a machine that for the first time achieved true perfection in the cutting of crystal stones.

1895 - The Wattens Site in Tyrol

Daniel Swarovski and Franz Weis moved with their families from Georgenthal in Bohemia to Wattens in Tyrol. Here the Alps made a key contribution to the establishment of the business: plenty of water and energy in the form of hydroelectric power. In addition, being far away from the competition meant it was relatively secure against copycats. Finally, good trade routes led to the fashion centre of Paris, where crystal gemstones were exceedingly popular. For their logo, Daniel Swarovski chose the most precious flower in the Alps, the Edelweiss. Consequently Swarovski gemstones, under the name “Pierres taillées du Tyrol”, became the epitome of quality.

1919 - The TYROLIT Brand

During the war, there was a lack of grinding tools and abrasives. Hence Daniel Swarovski saw the crisis as an opportunity and began to develop his own tools. In 1917, after two years of research and development, he managed to produce grinding wheels used in the processing of crystal stones. In 1919, they were registered under the brand name Tyrolit.

1931 - Trimmings

In the twenties, dance clothing embroidered with pearls and crystals was the epitome of fashion expertise. Couturiers emphasized and developed the fine art of crystal embroidery. Leading studios turned to the House of Swarovski with the desire to work closely with them. In 1931, Swarovski was able to patent its invention: a fabric band adorned with crystals (trimmings), which could be directly affixed to textiles, shoes and all kinds of accessories.

1949 - Swarovski Optik

Swarovski Optik is founded. The eldest son, Wilhelm, produced his first binocular prototype in 1935 and in doing so laid the foundations for another Swarovski product. With the brand name Habicht, these binoculars opened the door to the optical industry and proved to be the company’s sheet anchor during the war years. Swarovski Optik is now the world’s leading manufacturer of high-quality optical equipment.

1950 - Swareflex

for ultimate safety on the roads

1925 saw Swarovski Wattens experimenting with glass reflectors. 15 years later, they introduced them to the market with much success. 10 years after that, they received the name Swareflex. The quality and durability of these materials have made Swareflex reflectors indispensable when it comes to safety on roads, rails and lakes. Road markings in metal and plastic, as well as protectors and partitions broaden the range. Pedestrians also benefit from the safety that Swareflex products provide.

1956 - Aurora Borealis

The fifties brought Swarovski significant innovations in the development of crystal stone production. The company experimented with manufacturing techniques involving stones being coated with thin metal particles to improve their brilliance. Manfred Swarovski, grandson of the company’s founder, created the shimmering crystal effect Aurora Borealis in all the colours of the rainbow. The stone was an international success and launched a new trend in fashion: coated stones in different colours with glowing or iridescent effects. Christian Dior was the fist designer to use this stone in his new collection that same year.

1965 - STRASS® the Original

A range of crystal products for chandelier lighting fixtures under the brand name STRASS® comes on the market. The chandeliers of the Metropolitan Opera and in the Palace of Versailles sparkle with STRASS® - the original from Swarovski. On the quest for new ways in which to unfurl the beauties of crystal, Swarovski began to focus on its lighting effects. Chandelier crystals were being produced back in the 1960s. They were introduced to the market under the brand name STRASS®, the original. The line is unsurpassed around the world thanks to its brilliance, value and quality. It has been a registered trademark since 1977.

1975 - Transfer

In 1975, after years of research and technological development, Swarovski unveiled its hot-fix technique. This process makes it possible to add a glittering shine to any item of clothing. With the help of a newly-developed hot melt adhesive, finished crystal motives could be permanently applied using heat and pressure to a variety of materials. Jeans, T-shirts, bathing costumes and hosiery suddenly received an attractive sheen.

1976 - Silver Crystal

The original mouse becomes the first object in “Silver Crystal”, a range that now incorporates more than 120 crystal collectibles. The sparkling crystal objects are available worldwide in more than 13,000 stores. For the first time in 1976, crystal was not only considered intriguing for components in haute couture and chandeliers, but its beauty was also recognised as a finished object. From the crystal mouse, which was a bestseller during the Winter Olympic Games in Innsbruck, emerged a series of glittering treasures. Inspired by nature, the objects spread a feeling of happiness and wellbeing among collectors and buyers all over the world.

1977 - Swarovski Jewellery Collection

Swarovski presents its first jewellery line – Swarovski’s Jeweller’s Collection. What began with a crystal turned into the most beautiful rings, bracelets, earrings and necklaces. Swarovski’s collections reflect the Zeitgeist and relay it with a touch of poetry.

1987 - The Swarovski Collectors Society – SCS

The crystal creatures and fantasy figures of “Silver Crystal” turned many passionate customers into enthusiasts and enthusiasts into avid collectors. Spurred on by success and a flood of enquiries, 1987 saw the start of the Swarovski Crystal Society. Today the club unites more than 350,000 members. The SCS magazine is published four times a year, in seven languages, and presents information on the various highlights and activities.

1989 - The Daniel Swarovski Line

In an innovative step at the end of the 1980s, Swarovski commissioned a series of exclusive, limited edition Avant-garde objects with leading Italian architects and designers, Alessandro Mendini, Ettore Scottsass and Stefano Ricci. These objects were part of the Daniel Swarovski Accessory Concept, which incorporated evening bags, jewellery and belts. The line was launched in 1989 under the management of Rosemarie Le Gallais in Paris.

1993 - Crystal Mesh

Swarovski presents Crystal Mesh; a soft and silky material consisting of a flexible framework and sparkling crystals. You will find jewellery and accessories such as bracelets, watches, handbags and leather goods decorated with this innovative product. The design possibilities of the mosaic-like patterns are endless. Crystal Mesh is used in great style by designers such as Dolce & Gabbana, Chanel and Louis Vuitton.

1995 - The Opening of Swarovski Crystal Worlds

As a highlight to the anniversary celebrations, the Swarovski Crystal Worlds, designed by multimedia artist André Heller, are opened in October. Set over an area of 2000 square metres, the magical world of crystal becomes a captivating experience. Works of art and fantastic installations convey the company’s history and the beauty of crystal. André Heller and other well-known artists have created rooms out of millions of sparkling gemstones to form a total work of art: light, colours, music, water, fragrances and spatial geometry interact with each other and lure the visitor into a world of fantasy. To date, more than 9,000,000 people have visited the Crystal Worlds.

1999 - Signity

Signity is a specialist company that produces cut imitation gems and synthetic stones. Their expertise includes rubies and sapphires manufactured in the laboratory and which possess the same properties as real stones. Up until 1999, the division was called Swarogem. However, after a joint venture with Golay Buchel, the name was changed to Signity.

Swarovski develops the “transfer effect”: an innovative, transparent crystal glue that allows crystal stones to be affixed flawlessly to a backing material and harmonize perfectly with the environment.

2003 - Crystal Fabric

Swarovski puts “Crystal Fabric” on the market; a material that combines fabric and crystal to form a kind of second skin. The transparent hot-fix foil is a world’s first and has a surface set with tiny cut and round crystals that can be ironed, sewed or glued onto materials such as lace, velvet, silk, denim, leather and synthetic fabrics.

2006 - Swarovski’s Breathtaking Ambassadors

The new brand campaign “poetry of precision” captures the special qualities of Swarovski crystal: the magic that emanates from it and the poetry that can only arise from such exceptional precision. The ambassadors of this campaign, the Three Graces, embody Swarovski’s fundamental values of imagination, poetry and technology. At the same time, they are also a symbol of glamour, grace and beauty.

2007 - SWAROVSKI CRYSTALLIZED™

Swarovski Elements

The quality of Swarovski crystals and their increasingly high profile among discerning customers prompted the company to establish their own brand. SWAROVSKI CRYSTALLIZED™ has become the label for crystals of all shapes, sizes, colours, cuts and finishes. The crystals bring light and emotion to any object or accessory that is adorned with them.