A glittering anniversary

In 1995, Swarovski's centenary was marked by the opening of Swarovski Kristallwelten museum, which continues to attract crowds of tourists to Wattens, in the heart of the Austrian Alps.

Wattens was a small and quiet village back in 1895, when Bohemian founder Daniel Swarovski converted a loden factory into a crystal-production plant.

This year, his namesake company, run by fifth-generation family members, celebrates its 125th anniversary with a series of global projects, showcasing Swarovski's contributions and creative collaborations across the fashion, jewellery, architecture, design and entertainment worlds.

The Austrian brand didn't missed out on releasing commemorative pieces that pay tribute to Swarovski's heritage.

Lars Schmidt, regional managing director of consumer goods business, was recently in Bangkok for the launch of the 125th anniversary and spring/summer 2020 collections.

"One-hundred-and-twenty-five years ago, Daniel Swarovski's vision was to create a 'diamond' for everyone. He achieved this through innovation, which runs deep in Swarovski's DNA," said the German executive.

Daniel Swarovski's inventions included a revolutionary precision gem cutting electric machine, Tyrolit grinding tool and Swareflex glass reflectors for road safety. His eldest son Wilhelm developed binoculars called Habicht, meaning "hawk", which led to the establishment of Swarovski Optik.

Today, Swarovski Crystal Business designs, manufactures and sells high-quality crystal, genuine gemstones, Swarovski Created Diamonds and zirconia, finished products such as jewellery and accessories, as well as interior design and lighting solutions.

Swarovski Group's largest business remains in Wattens, where a new state-of-the-art Manufaktur takes its 21st century crystal-making to the next level.

"We constantly come up with new cuts, colours, coating processes and other crystal-making innovations, in following Daniel Swarovski's guiding principle, to constantly improve what is good. This also applies to jewellery design and craftsmanship," said Schmidt, who joined the company in August last year.

Iconic jewellery, such as Angelic Studs, the Dancing Swan pendant and Tennis Bracelet have been reinterpreted in emblematic deep blue for the 125th anniversary collection.

Replacing the edelweiss in 1989, the swan became the familiar logo, symbolising crystal's purity and elegance, as well as the company's strength and flexibility.

Crystal figurines became a part of Swarovski's heritage in 1976, when a tiny mouse, made from gluing chandelier pieces, was created as a souvenir for the XII Winter Olympic Games in Innsbruck. In 2020, the original mouse has been redesigned with a modernised style and shimmering touches of blue.

Main photo 125th anniversary jewellery with crystals in signature blue. Swarovski

"The 125th anniversary collection brings back classics that never go out of style," he added. "Seasonal collections are more on-trend, with a variety of jewellery catering to different preferences and occasions. They are a 24/7 companion, from delicate pieces for everyday wear to 'louder' and glamorous pieces for eveningwear or making a fashion statement."

A part of the spring/summer 2020 releases, the Line Friends collection offers playful pieces featuring cute characters Brown, Cony and Sally.

"The Line Friends is a fun collection," he said. "Swarovski also creates meaningful jewellery, such as those with symbolic lotus and om motif that spiritually relate to wearers."

Its watchmaking has expanded with more models coming out each season. Launched last spring, the Swiss-made Crystalline Glam timepiece has been redesigned with hundreds of deep-blue crystals, to mark the 125-year milestone.