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technological TURNS lyrical

love AT FIRST light


More than 100 years of dedication have transformed the name Swarovski into the synonym for crystal. Back in 1895, Daniel Swarovski had a dream of creating a crystal so perfect that it captured both the eye and the heart.



Always pushing parameters to new extremes, Swarovski takes its medium, crystal, to new heights of brilliance.


Louis Mélançon / Metropolitan Opera Archives

Swarovski is the world leader in cut crystal. The company, which has remained fully independent since its foundation in Wattens, Austria, in 1895, employs 20,000 people and maintains a presence in more than 120 countries worldwide.


rich PAST FOR future SUCCESS

The company draws its richness of expression from the cultural heritage of Central Europe and its talents from forging links between the arts, science and economics. Today, the name of Swarovski stands for exacting workmanship, quality and creativity all over the world.

More than 100 years of innovation and experience Daniel Swarovski invented the first machine for cutting crystal in 1895, which led to Swarovski being able to offer the world’s most perfect and brilliant crystals. Countless innovations and inventions followed and today Swarovski continues to develop new cuts, colours, effects and application technologies as well as a dazzling range of crystalline objects. The company continues to offer new creative possibilities and regularly sets trends in a broad spectrum of design areas including jewellery and fashion, lighting and interior design.

Revolutionary ideas Many Swarovski innovations have proved revolutionary: For example the sew-on stones, crystal-studded ribbons or “Crystal Mesh”. Very famous became the effect “Aurora Borealis”, which resulted from a creative partnership between Swarovski and Christian Dior in the 1950s. One of the greatest innovations was the XILION cut, developed in 2004, which opened an entirely new dimension of brilliance. But not only in crystal products Swarovski sets new standards: with its Service Centers all over the world, Swarovski offers to its customers as well the advantages of a global service network.

Creative partnerships Swarovski works closely together with renowned international designers and brands worldwide, from early partnerships with fashion icons such as Christian Dior, Elsa Schiaparelli and Chanel to today’s design stars like Armani and Tord Boontje. In addition, Swarovski supports design schools and up-and-coming new designers and is always present at glamorous international galas like the Academy Awards.


The Swarovski philosophy demands respect and responsibility, regardless of whether it is for different cultures, its employees, partners, customers or the environment. These heartfelt values have been central to the company tradition for more than a century and truly reflect the wishes of the company founder Daniel Swarovski I.



In harmony with nature Swarovski has benefited from the gifts of nature, which has allowed it to generate power from an abundance of alpine water while much creative inspiration is drawn from the spectacular beauty of the mountainous region of Tyrol. The company has always had the desire to live in harmony with nature and to give back what it has been able to take. Swarovski’s success in research and development has made it possible to develop and realise pioneering technologies to assist the preservation of the environment. The company also supports projects dedicated to the same cause.

Human values Concern for his employees and the community was very important for the founder Daniel Swarovski I. Today, the company continues to respect this concern, which is reflected in its corporate social responsibility programs and by profit sharing, company pensions, housing projects and other voluntary benefits for its employees.


Sparkling jewels, catching fantasy and imagination. Love at first light. A ray of light fuses with crystal and unveils the eternal beauty of life.

technological TURNS lyrical CRYSTALLIZED™ – Swarovski Elements, attract admiration, love and desire. They have the power to awaken emotion. They transform any jewellery design into an intense expression of the soul.



CRYSTALLIZED™ – Swarovski Elements is the new product brand for Swarovski’s crystal elements. It encapsulates all the beauty in the eye of the beholder and the rich tradition of technological perfection and innovation that are Swarovski hallmarks.


brand WITH AN eye TO THE future

Trend-setting and trend-orientation As a true Swarovski brand, CRYSTALLIZED™ – Swarovski Elements fires the imagination of trendsetters and designers. Thanks to its expert, in-house trend team that works with leading fashion forecasters and independent international trend scouts, its products reflect and even set the latest trends. CRYSTALLIZED™ – Swarovski Elements provides its partners with up-to-date trend information and collections twice a year. It offers CRYSTALLIZED™ fashion advice and trend support online as well as via the Swarovski Creative Service Centers. This is complemented by application support for manufacturers and designers, with whom Swarovski frequently even initiates creative co-operations.



Swarovski was born in the true spirit of creativity and this tradition has continued to this day. Celebrating the creative power and beauty of crystals is an elemental part of the company’s spirit and it is expressed in every new innovation, cut, colour and crystal effect.



Designing together When Swarovski and Christian Dior jointly developed the effect “Aurora Borealis” in the 1950s, it was just the beginning of a great success story. Since then, many innovations have resulted from close co-operation between leading designers and Swarovski. The latest innovation developed exclusively for and with Giorgio Armani is the “Diamond Leaf”. So reminiscent of nature’s real leaf, it combines soft organic forms with a high precision cut. The “Diamond Leaf” is the expression of Swarovski’s relationship with the Italian designer that is illustrated in a retrospective at the Guggenheim Museum. The exhibition links Armani’s design style and CRYSTALLIZED™ – Swarovski Elements as a “clear as crystal” creative partnership.

Sparkling crystal projects CRYSTALLIZED™ – Swarovski Elements is deeply committed to nurturing emerging design talents around the world. The brand donates crystal elements to leading fashion and art schools. CRYSTALLIZED™ – Swarovski Elements also supports major museum exhibitions and high profile industry events like the prestigious annual CFDA Awards. Glamorous, fashion-focused projects like Runway Rocks, which highlights the art of catwalk jewellery, are aimed at pushing the boundaries of crystal creativity.



Bringing poetry and enchantment into everyday life is the central vision and key objective of Swarovski. The product brand CRYSTALLIZED™ – Swarovski Elements is committed to nurturing products that share the Swarovski philosophy in areas as jewellery and accessories or other segments.

partners IN BRANDING Brand enhancement The use of CRYSTALLIZED™ serves to bestow any brand with the magic that is true Swarovski brilliance. A special CRYSTALLIZED™ – Swarovski Elements tag acts as a beacon for the products of a Swarovski partner, enhancing their value and at the same time providing customer assurance that they are buying the finest quality. Partners thus benefit from the rapidly growing awareness of CRYSTALLIZED™ as an ingredient brand while consumers, drawn by the elemental attraction, increasingly seek out items with the special CRYSTALLIZED™ – Swarovski Elements tags.

Communication support The business partners profit from much more than just the high profile of CRYSTALLIZED™ brand communication activities. They are also offered a comprehensive, high quality package of communication and promotion materials especially designed for ingredient branding activities.



We make sure that our partners profit from the value added that is achieved through the ever increasing brand strength of CRYSTALLIZED™ – Swarovski Elements.


strong BRAND

For the branding partners of CRYSTALLIZED™ – Swarovski Elements, we offer a range of different brand support packages, including unique CRYSTALLIZED™ – Swarovski Elements tags, POS materials and packaging solutions. In addition, partners also benefit from a comprehensive package of communication materials.



When sparks of light ignite a perfect cut, countless colours merge with fantastic brilliance, and new fantasies arise from future trends.



Personal creations are transformed by ageless elegance. Objects of desire are born.





CRYSTALLIZED™ – Swarovski Elements fire the imagination of designers in all corners of fashion. Incorporated into any design, the elements captivate the eye and enchant the heart; they turn any piece of jewellery or accessory into something very special and intimate.

Individuality CRYSTALLIZED™ – Swarovski Elements are starting points used to create outstanding design pieces and to differentiate premium designs from ordinary products. In addition, Swarovski is the only company to provide the possibility of customised editions.





Highest quality

CRYSTALLIZED™ – Swarovski Elements are available in the largest variety of shapes and cuts, sizes, colours, and effects. The assortment ranges from classic gemstone cuts and refined crystal colours to contemporary, avant-garde cuts and the latest trend colours.

Swarovski continuously develops new crystal elements and presents innovations featuring new cuts, sizes, colours and effects twice a year.

The brand CRYSTALLIZED™ – Swarovski Elements also stands for highest crystal quality, ensuring the excellence and durability of fashion and jewellery pieces.

Swarovski has developed the cut with the highest level of brilliance: the XILION. The XILION chaton with its clearly differentiated star shape cut and a brilliance that almost rivals a real diamond, it is a truly outstanding jewellery element.

The exceptional resistance of CRYSTALLIZED™ – Swarovski Elements secures best results in case of electroplating, gluing or setting and thus guarantees a highly efficient and versatile application. They meet the most demanding requirements for everyday use, and are resistant to perfume, chlorine- and seawater and thus support the longlasting beauty of the crystal design.



The key to sustainable success is having a story to tell and being highly innovative while always ensuring best quality. CRYSTALLIZED™ – Swarovski Elements facilitate both: fascination, differentiation and the creation of high quality designs in a multitude of different ways. Our strong brand CRYSTALLIZED™ – Swarovski Elements, supported by global marketing activities, enables our partners to position themselves on a premium level and hence increase sales. Corporate Social Responsibility has always been central to the main governance of Swarovski. The company has always conducted its business respecting the environment and supporting the community.

Outstanding brilliance due to highest clarity of crystal and perfect cutting technology. The XILION elements stand out because of their clearly differentiated star shape cut (1). They set the ultimate level of brilliance with the broadest light distribution and most intense luminosity (2). CRYSTALLIZED™ – Swarovski Elements are offered in the most complex and differentiated cuts, generated by the perfect positioning of facets and highest precision (3). The perfection lies in the fine details that can be achieved: the small-sized edges of our products results in even higher levels of brilliance.

Perfect hole solutions: CRYSTALLIZED™ Beads or Pendants have a crystal clear hole that creates even more brilliance and colour intensity (4). In addition, the rounded edges on the hole entry and exit protect the thread and support the longevity of the designed piece. Consistency of colours and covering effects for all cuts and sizes.

Widest variety of shapes and cuts, sizes, colours and effects for all CRYSTALLIZED™ – Swarovski Elements. Platinum foiling meets highest demands (5). It withstands severest processing techniques (soldering, electroplating etc.), and thus is resistant to common environmental influences (perfume, chlorine- and seawater etc.) in finished jewellery pieces.

Light distribution and luminosity 8-facet chaton

2 3

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XILION chaton

Š 2007 Swarovski AG All rights reserved. Partial or complete publication, transmission, copying or other reproduction or reprinting of the texts or pictures in this brochure are not permitted without prior approval in writing.

Creation and production: Swarovski AG, Wattens Photography: Ralph PĂźlmanns, Robert Striegl


Sys.No. 937034 (English)

technological TURNS lyrical  
technological TURNS lyrical  

Back in 1895, Daniel Swarovski had a dream of creating a crystal so perfect that it captured both the eye and the heart.