Swarovski brand introduction

Since the beginning of this century, Swarovski's crystal stone has been recognized by the whole world as the embodiment of high quality, dazzling and high precision, which laid the foundation for Swarovski's success. The charm of Swarovski comes from the quality of materials and the manufacturing methods adopted. As for the details of the unique method, it will not be disclosed to the public.

Swarovski artificial crystal is famous for its purity, unique cutting and the arrangement and quantity of facets. In Wattens, a small town in western Austria, which is located in the remote foothills of the Alps and has a population of only a few thousand, thousands of tourists flock to see this grotesque alpine giant every day. The giant climbed a hill, and his big crystal eyes shone strangely in the sunlight. The fountain that rushed out of its mouth fell into the lake in front, making a huge roar.

Swarovski itself is an artificial crystal product, not pure natural, and is famous for its cutting technology and design. However, today, this ancient and mysterious company still maintains a family-style business model. As a trade secret, crystal production technology has been passed down from generation to generation, monopolizing patents and awards related to crystal cutting. Since then, the company's product line has continuously extended to every corner that can be decorated with crystals. Nowadays, visitors can understand how close these products are to people's lives as long as they walk around the Swarovski Crystal World in Wattens. In addition to the crystal decorations on Swarovski's fashion, shoes, hats, watches and jewelry, when customers go into shops selling outdoor sports goods to buy binoculars for hunting and bird watching, the brand of binoculars is likely to be "Swarovski Optik", which originated from the creation of Daniel's eldest son William in 1935. Swarovski made crystal chandeliers in the Metropolitan Theatre in new york, the Palace of Versailles in Paris and even the Great Hall of the People in China.

By 1976, Wattens has made another leap in the history of Swarovski. The Winter Olympics was held in Innsbruck, the capital of Tyrol, and Max Schreck, the designer of Swarovski, accidentally made a crystal mouse from the scraps of crystal lamps. This is the first crystal product in the company's history, and it immediately became the best-selling souvenir of the Winter Olympics. Inspired by this, Swarovski launched a series of "silver crystal" ornaments with the theme of small animals and flowers. 1987, the company established the Swarovski Collectors Club. Up to now, the collection club has 450,000 members in more than 30 countries around the world, and the "Silver Crystal" series has become the iconic product of Swarovski.

No wonder Marcos, the fifth-generation descendant of Swarovski, was asked during his visit to China whether he would use China's labor advantage to build a factory in China like many big companies in the world. Marcos smiled: "For more than a hundred years, the water and soil of Wattens have made the brand Swarovski, and we will only continue to write this myth on the land of Wattens." Because of the rise of Swarovski, Wattens has developed from an unknown town into one of the most famous industrial zones in Austria. Among the residents in this small town, 1/3 is an employee of this company, while more than 80% of the rest are engaged in the tourism, catering and service industries related to Swarovski. Daniel swarovski died in 1956 at the age of 94, leaving behind an extremely large family. As of 20 10, there are more than 150 Swarovski family members, of whom 28 are engaged in senior management in the company, and 6 constitute the top decision-making and management level of the company.

Najia, who studied in the United States and was responsible for sales and distribution in Hong Kong after graduation, advocated the former. She found that the swarovski brand has completely different meanings in European and American markets: in Europe and Asia, swarovski crystals are regarded as elegant gifts; In America, people buy crystal decorations in the shape of animals in bulk. When people hear Najia's surname, the most typical reaction is: "Swarovski, do you mean those animals?" This made Najia very depressed: "I appreciate the crystals in the shape of animals, but I don't want to be equal to them." Najia began to reposition and enhance the brand image of Swarovski. Her first move was to open the first Swarovski Creative Service Center in new york at 1998 as an exhibition hall for crystal products, and to hire fashion consultants to guide crystal cutting craftsmen in Wattens. In that year, Swarovski's sales in North America soared from $6.5438 +0.4 million to $6.5438 +0.3 million. Since 1999, six centers have been opened in London, Dubai, Paris, Milan, New Delhi and Sao Paulo. She cooperated with European fashion designers to launch a $3,000 crystal necklace or handbag filled with broken crystals to cater to the luxury market. New products are all the rage in Milan and new york.

However, this attempt was questioned by other family members. Najia's cousin Cohen said: "Luxury goods are important, but what really brings benefits to the company is daily handicrafts, and we intend to reposition the brand in this direction." He represents the views of the older generation of family members. Standing on the same front with him are the respected Gernott and Gernott's son Marcus. 1986, Gernoth advocated buying a high-grade jewelry store called Zale, hoping to sell crystal products in it. As a result, it ended in bankruptcy after a huge loss of 1 billion dollars. Gernoth always remembers this lesson. It is said that Marcus and Najia have developed to the point where they don't talk to each other. Najia complained privately: "I have done my best for the company, but I always feel like an outsider."

Setting up specialty stores and counters in department stores is still the main marketing channel of Swarovski crystals, and it is not good news for Najia-the window is still full of animal decorations. With the growth of the family, the discord among family members is almost the inevitable fate of every family business. 1 1 years ago, swarovski chose the swan as the symbol of the company, because in the fairy tales of Greece, Rome, India and Germany, the swan symbolizes purity, strength and sacredness. However, in order for this family business with an annual turnover of $2 billion to fly freely in the northern sky like a swan, the fifth generation family members must strike a better balance between ensuring the continuity and development of the brand and persisting in bold innovation. 1892, 29-year-old daniel swarovski invented the first cutting machine, which greatly improved the speed, accuracy and quality of crystal cutting.

19 13, daniel swarovski and his three sons, William, Friedrich and Alfred, set up a crystal factory to manufacture pure crystal raw materials. Swarovski's success today also depends on its strict requirements for quality.

193 1, Swarovski registered its stone belt products. These stone belts include various strips and laces with crystal stones, which can be used for clothing and accessories.

1948, Swarovski established the Optical Instruments Department, and launched precision optical instruments including monocular telescope and sight in the name of Habicht, which quickly became a major supplier in the international market.

1956, swarovski used the unique vacuum coating technology to create a "magic color" crystal jewel stone.

1960, swarovski established its first sales office in Germany. Swarovski has set up 40 sales offices around the world to distribute its products to all parts of the world.

1965, Swarovski introduced the sparkling STRASS crystal chandelier pendant for crystal lighting in metropolitan opera and Versailles.

1976, Swarovski's success story began with a crystal mouse. Since then, other lifelike animal statues have followed. At present, this series has more than 120 gifts and collectibles.

1977, Swarovski launched its first jewelry collection. Today, products include the highest quality fashion creation and classic crystal jewelry design, and new products are launched twice a year.

1987 Swarovski Collectors Association was established to provide exclusive services and exchange gardens for crystal lovers. By the end of 2009, the number of members has exceeded 430,000, and Swarovski magazine will be published four times a year.

199 1 year, the roving exhibition "Pearl of Dreams-20th Century Costume Jewelry" organized and sponsored by Swarovski kicked off. So far, this exhibition has been exhibited in more than 20 venues.

1995, in order to celebrate the centenary of Swarovski's founding, the Swarovski Crystal World in Wattens was unveiled in June 10. This underground museum is a green giant with an area of over 2000 square meters, where you can thoroughly experience the strange crystal world. Up to now, more than 4.5 million people have personally experienced the charm of crystal.

In 200 1 year, Swarovski provided a brand-new design concept for bathroom layout, and its products included glittering crystal components that could be matched with each other. The colorful "crystal bathroom full touch" is inspired by the brilliant light of Swarovski crystals, which is a perfect portrayal of purity and harmony.

In 2002, the Crystal Palace series, which was planned by Najia Swarovski, has shown, demonstrated and demonstrated how to interpret traditional chandeliers in a surprising way since it came out.

In 2007, Swarovski cooperated with electronics giant Philips to produce "active crystal" electronic product series. This series of products includes USB memory cards and earplugs. These products are decorated with swarovski crystals.

Swan crystal symbol is a traditional symbol of Swarovski, and it is also a symbol of the exquisite and elegant spirit of Swarovski crystal.

1892: revolutionary imitation crystal cutting machine, the cutting accuracy is far better than the manual cutting technology at that time.

1895: Swarovski founded the company in Wattens, Tyrol, with the vision of bringing joy to people through imitation crystal. So far, the company has strictly followed its principle-continuous improvement.

193 1: Hand-sewn quartz accessory belts were introduced, which created a brand-new design field for fashion and accessory manufacturers.

1956: Swarovski cooperated with christian dior to develop the "Northern Lights" effect, adding magical charm to the shining light of cutting imitation crystal.

1976: the decorative imitation crystal statue was first introduced, which was deeply loved by consumers. Swarovski began to synthesize cubic zirconia by machine cutting.

1977: Swarovski launches its first jewelry collection. Today's Swarovski high-end product range includes jewelry, accessories and imitation crystal ornaments.

1987: the swarovski crystal club for loyal collectors was formally established. Up to now, its membership is about 325.000, covering 120 countries around the world.

1995: Swarovski Crystal World opens in Walden, Austria. Today, more than 9 million people have visited the fantasy exhibition hall of the crystal world and experienced the magical charm of imitation crystal.

2002: Imitation crystal chandelier becomes an art form: as a part of the Crystal Palace series, famous designers such as Ron Arad and Tolde Bunty give a new interpretation to the traditional chandelier. Every year, Swarovski invites famous artists to create new products that are at the forefront of fashion.

2009: Swarovski presents the first watch series at the Basel Watch Fair.