Swarovski was founded in Austria in 1895 by Daniel Swarovski. On the brand’s history pages, Swarovski says Daniel Swarovski invented a machine capable of cutting crystals with unprecedented precision, and that he learned glass cutting in his father’s small factory after being born in Bohemia. The company also states that he brought his crystal-cutting lexicon to Wattens in Austria, where the first Swarovski crystals went into production.
The site documents the crystal-cutting machine as the key early milestone behind the business. Swarovski also says the company has expanded into diverse areas over 130 years while crystal production remains tied to Wattens, and that the fresh alpine waters there still provide the energy required to cut Swarovski crystal. On its watch pages, Swarovski identifies models across multiple lines as Swiss Made.
Watch collections documented on the site have included Cosmopolitan, Octea Chrono, Matrix, Dextera Octagon, Imber Oval, and Crystalline Aura. The site describes Cosmopolitan as a Swiss-made line with pared-back, polished details and pavé embellishment. It presents Dextera Octagon as Swiss-made watches with octagon-shaped cases, Imber Oval as Swiss-made oval watches offered on metal bracelets and leather straps, and Crystalline Aura as Swiss-made watches made with more than 1,300 crystals.
Swarovski states that its historic headquarters are in Wattens, in the Austrian Tyrol, and that crystals are still produced there. The site also notes that the company appointed its first Creative Director in 2020. Its history pages continue to describe Wattens as the place from which the business began and where crystal cutting remains rooted today.
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