SWAROVSKI
Swarovski was founded in 1895 by Daniel Swarovski in Wattens, in the Austrian Tyrol, where he set up a crystal-cutting factory powered by the local hydroelectricity. Still run by the fifth generation of the family, the house has made precision-cut crystal its signature and today designs jewellery, watches and accessories.
Heritage
Precision cutting laid the foundations of the house. In 1935 Wilhelm Swarovski, the founder’s son, designed a pair of binoculars that led, fourteen years later, to the creation of Swarovski Optik. The swan has been the emblem of the house since 1988, and the Swarovski Crystal Worlds, at the original Wattens site near Innsbruck, welcome visitors into its universe of crystal.
Collections
Crystal jewellery remains at the heart of the house, from the Swarovski Classica collection, unveiled in September 2026 and inspired by the calla lily, to the Ariana Grande x Swarovski capsule. Since 2021, when Giovanna Engelbert presented her first collection as creative director, the house has also developed Swarovski Created Diamonds, laboratory-grown diamonds set in engagement rings and fine jewellery. Swarovski remains privately owned by the Swarovski family.