Swarovski - Fashion Company Profile
Swarovski is Daniel Swarovski's 1895 Wattens crystal house - the family-owned company whose cutting machine, Hot-Fix crystals and figurines made its name a synonym for crystal - still headquartered in the Austrian Tyrol.
Company Snapshot
- Status
- Operating - the world's best-known crystal house; its Crystal Business reports roughly €2.7 billion in revenue and some 3,000 stores in about 170 countries
- Type
- Private - family-owned (D. Swarovski KG), with Crystal, Swarovski Optik and Tyrolit divisions
- Headquarters
- Wattens, Tyrol, Austria
- Founded
- 1895, in Wattens, Austria, by Daniel Swarovski with Franz Weis and Armand Kosmann
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Company Profile
Swarovski's current jewellery, accessories and crystal components are on its website, linked above, and the shop box covers Swarovski products sold through Amazon and eBay. The linked history page keeps this profile's dated record in full, with its two photographs - Hot-Fix crystals on clothing and the Xilion chaton: the 1892 cutting-machine patent and Daniel's Bohemian childhood, the 1975 Hot-Fix breakthrough, the 1976 crystal mouse and 1977 first jewellery line, the Crystal Worlds and their 2003 reconstruction, the XILION cut of 2004, and the 2007 launch of CRYSTALLIZED - Swarovski Elements.
The dated record this profile keeps then follows crystal out of the factory and into fashion. In 1975, after years of research, Swarovski presented its Hot-Fix technology: crystal motifs backed with molten glue that could be applied to almost any material with heat and pressure, so that jeans, T-shirts, swimwear and hosiery gained, in the filing's phrase, 'seductive radiance.' In 1976 a little crystal mouse - made from spare chandelier parts - began a new era: the retailing of finished crystal products, launched as a bestseller at the Innsbruck Winter Olympics and grown into the Silver Crystal range of figurines and collectibles. In 1977 the first jewellery line, the Swarovski Jeweler's Collection, followed. The two photographs with this profile show exactly those twin trades: Hot-Fix crystals applied to clothing, and the Xilion chaton loose crystal.
Swarovski History
The earlier record for this company - its history, past brand line-ups, figures and photographs from the periods described - is kept on a separate page for historical reference.
Swarovski History & Historical Profile →Common Questions
When was Swarovski founded?
In 1895, at Wattens, Austria, by Daniel Swarovski with Franz Weis and Armand Kosmann - three years after Daniel patented his electric crystal-cutting machine in 1892. The company is still headquartered in Wattens and family-owned.
What is Swarovski Hot-Fix?
A 1975 Swarovski technology that backs crystal motifs with heat-activated glue, so crystals can be applied to clothing and other materials with heat and pressure - the crystals-on-clothing photograph with this profile shows the result.
What happened at Swarovski in 1976?
A crystal mouse, assembled from chandelier components, launched Swarovski's finished-products business at the Innsbruck Winter Olympics - the start of the Silver Crystal figurine range and of Swarovski as a consumer brand, followed by its first jewellery line in 1977.
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