Crystal Reputation

This story has literally brilliant destiny and starts in 1862 in Bohemia with the birth of Daniel Swarovski. Being in the center of crystal and glass production and growing up in the factory of his father, the boy was very interested in the process of grinding machines work development. In 1892, becoming already the young man, he registered patent: device which could quickly and accurately file down stones to perfection. The first not just a stone, but the crystal laid in the foundation of the world famous company Swarovski creation.

Everyone who comes today in the small Tyrolean village of Wattens, immediately tries to understand the reason why this at first glance unremarkable place was chosen by Mr. Swarovski as the firm’s headquarters. However, it had a number of reasons: first, mountain river with a strong stream, providing enough resources to operate machinery, secondly, significant distance from his native Bohemia area, which was helping to avoid increasing competition level on the market and was giving security from being copied. Finally, Wattens was strategically good connected with trade routes leading into the center of the world fashion industry- Paris, where crystals were in great demand.

Innovative earlier and now Swarovski company is not just a place famous for its jewelry production, but also for its grinding machines, optical devices and, what is important to mention, still a family- ruled company, known for their interest in art, architecture, supporting variety of activities in this areas, having a very refined taste in culture. In October 1995, still in Wattens, surrounded by the Alps, Swarovski family, in honor of its 100 years’ anniversary, opens the “Swarovski Crystal Worlds” – an exhibition centre, designed by multimedia artist Andre Heller.

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Text: Elizaveta Klepanova