Swarovski
Swarovski (family-owned) · Austria
Swarovski is an Austrian crystal company founded in 1895 by Daniel Swarovski in Wattens, Tyrol, and still owned by his descendants. Known for precision-cut crystal jewellery, accessories and decorative objects, it has been led since 2022 by Alexis Nasard, the first chief executive from outside the family.
| Founded | 1895, Wattens |
|---|---|
| Founder | Daniel Swarovski |
| Owner | Swarovski family |
| Headquarters | Wattens, Tyrol, Austria |
| CEO | Alexis Nasard (since 2022) |
| Segment | Crystal jewellery and accessories |
| Website | swarovski.com |
What is Swarovski?
Swarovski is a privately held Austrian company headquartered in Wattens, Tyrol. Its consumer business sells crystal jewellery, watches, accessories and home decorations, and it also supplies crystal components to fashion, costume and design companies. Since July 2022 the company has been led by chief executive Alexis Nasard, the first leader from outside the founding family, who is repositioning the brand towards what it calls pop luxury.
History
Daniel Swarovski, a glass cutter from Bohemia, founded the company in 1895 together with Armand Kosmann and Franz Weis, after developing a machine for cutting crystal glass. The business settled in Wattens, where it remains. Over the twentieth century the family built a group that also included optical instruments and grinding tools. Lead-free crystal has been produced since 2012.
In 2020, under then chief executive Robert Buchbauer, Swarovski launched a major restructuring, closing around 750 stores and cutting about 6,000 jobs, which led to disputes among family shareholders. Buchbauer stepped down in 2021, and Nasard was appointed in 2022. In 2020 Giovanna Battaglia Engelbert was named the company's first global creative director.
Products and positioning
- Crystal jewellery: necklaces, bracelets, earrings, rings and charms
- Women's and men's watches, including Swiss-made models
- Figurines, home decor and holiday decorations
- Swarovski Created Diamonds, laboratory-grown diamonds for bridal and fine jewellery
- Crystal components for designers and manufacturers
Business model and distribution
Swarovski sells through its own boutiques, partner-operated stores, wholesale accounts and its own e-commerce. Its global network has historically numbered around 3,000 points of sale in about 170 countries, although the store count was reduced during the 2020 restructuring.
Why it matters
Swarovski is the best-known name in crystal and a long-standing supplier to the fashion industry, from couture embroidery to costume jewellery. Its shift from a family-run manufacturer to a consumer brand under external management is a notable case of governance change in a European family business.
Frequently asked questions
Who owns Swarovski?
Swarovski is a private company owned by descendants of its founder Daniel Swarovski. Since 2022 it has been run by Alexis Nasard, the first chief executive from outside the family.
Where is Swarovski from?
Swarovski is from Austria. It was founded in 1895 in Wattens in the Tyrol region, where it is still headquartered.