Through the mastery of poetry and precision Swarovski Crystal continues to be the market leader who meets people’s desire for adornment and delight since 1895 as manufacturer, marketer and retailer of premium jewelry, decorative objects and accessories.
Swarovski is the brand name for a range of cut crystal and related luxury products produced by Swarovski AG of Wattens, Austria. The company is split into two major industry areas, the Swarovski Kristall business unit that primarily works with luxury items and design crystals and the Tyrolit Schleifmittel business unit that manufactures related tooling and machinery.
The Swarovski Crystal range includes crystal glass sculptures and miniatures, jewelry and couture, home decor, and chandeliers. All sculptures are marked with a logo. The original Swarovski logo was an edelweiss flower, which was replaced by an S.A.L. logo, which was finally replaced with the current swan logo in 1988. To create crystal glass that lets light refract in a rainbow spectrum, Swarovski coats some of its products with special metallic chemical coatings. Aurora Borealis, or "AB", is one of the most popular coatings, and gives the surface a rainbow appearance. Other coatings are named by the company, Crystal Transmission, Volcano, Aurum, and Dorado. Coatings may be applied to only part of an object; others are coated twice, and thus are designated AB 2X, Dorado 2X etc.
In 2004 Swarovski released Xilion, a copyrighted cut designed to optimise the brilliance of Roses (components with flat backs) and Chatons (diamond cut). The Swarovski Group also includes Tyrolit (makers of abrasive and cutting tools); Swareflex (reflective and luminous road markings); Signity (synthetic and natural gemstones); and Swarovski Optik (optical instruments such as binoculars and rifle scopes). The company runs a crystal-themed indoor theme park, Swarovski Kristallwelten (Crystal Worlds) at its original Wattens site (near Innsbruck, Tyrol, Austria). The Crystal Worlds centre is fronted by a glass-covered head, the mouth of which is a fountain. The glass-covered Crystal Worlds houses exhibitions related to, or inspired by, the crystals – but do not include explanations of how the famous designs are made, produced or finished.