profession: pilot career: actor - Jet Aviation

Swarovski headquarters in Austria’s Tyrol
Because the company had not been heavily involved in marketing and branding, it does
not have a collection of posters and advertising material as many companies do. What
it does have are magazines from the last decades that contain pictures or mentions of
Swarovski products. These magazines are stored in the archives at the company’s
marketing building in Wattens. The building is modern, sparkling white and spotless.
The only blemish, as one walks along the basement floor toward the archive, is the
system of hoses and pumps removing the moisture left by recent floods. Wattens is
surrounded by beautiful high mountains, and every so often the weather can make this
topography a problem.
Along the archive walls are heavy metal shelves that face each other. They can be
moved with the help of large gray cranks. In the middle of the room are two old paintings
of Swarovski production facilities. One painting shows the first facility, which is
higher up the hill than the current factory and is still used for certain businesses such
as cutting true gemstones. The second painting shows the buildings at the current
headquarters and main production area. Many current buildings are not on the painting,
including the building with the large letters S-W-A-R-O-V-S-K-I.
Daniel Swarovski bought a few crystal cutters to Wattens from Bohemia, but he mostly
hired local farmers and trained them. In order to make sure the farmers felt that they
belonged to the company, Swarovski supported several employee associations, such as
a soccer team, a singing group and a bicycling club.
The archive has a book from the cycling group that is dated 1900 to 1905. In the front
is a membership list in neat penmanship. Further back are descriptions of trips the
group took, complete with participant signatures and drawings.
12 Outlook 02/2008
The Silver Crystal Collection
In 1976, a Swarovski employee was
experimenting with shapes made out of
chandelier parts, when he found he had
created a mouse. This mouse became a
bestseller at the Innsbruck Winter
Olympic Games. It also became the first
element of what was to become a new
division geared toward the design and
manufacture of crystal products.
A hedgehog came next, then a cat, and
soon a collection was born. It was named
Silver Crystal because of the silvery glow
when the crystals were held to the light.
The figurines have since become cult
items. Many figurines are given stories
that include mention of both the good
and the bad sides of their personalities.
Collectors of the figurines have their own
club. The Swarovski Collectors Society
has over 400,000 members spread
across 170 countries. Members have
access to special figurines and organized
trips, and they receive the Swarovski
magazine. They also receive free entrance
to Kristallwelten in Wattens, and can use
a special lounge at the attraction.