Swarovski is an Austrian success story par excellence. At the end of the 19th century Daniel Swarovski founded a company with the aim to cut crystals automatically. The company was enormously successful and soon worked in numerous fields like the production of optical products, abrasives and grinding tools, the cutting of crystals and the manufacturing of decorative stones made from crystal. Those were mostly used for the jewelry and fashion industries, as chandelier parts, as accessories and as beads and ornaments for attire and jewelry. Swarovski's necklaces, pins and earrings are popular worldwide. Swarovski's crystal beads are also used to adorn dresses, shoes and handbags. By this they have entered the realm of haute-couture, James Bond movies, Hollywood celebs and Oscar night fashion talk.
In 1973 the company produced a paperweight and a key ring as memorabilia for the 12th Olympic Winter games in Innsbruck. A year later, designer Max Schreck 'accidentally' started a new product line: He built a little mouse out of chandelier parts. The mouse was followed by a series of crystal animals and decorative items, among them famous crystal lovebirds. Today, Swarovski's figurine collection Silver Crystal is a major branch of the company.
The company is also renowned for its optical products. Swarovski's binoculars and telescopes are ergonomic, elegant, well balanced and without frills.
In 1995 the company celebrated its 100th anniversary by building a spectacular theme park, Swarovski Crystal Worlds ('Kristallwelten') in Wattens, close to Innsbruck. It was designed by artist André Heller and takes you into a land of imagination and beauty. An exceptional park landscape bewitches with waterworks, labyrinth and spectacular lightening.