Swarovski, the world's largest producer of precious cut crystal, has built its reputation for quality, authenticity and innovation around its core product, the celebrated, precision-cut loose crystal elements that have become an integral part of contemporary luxury. Every day, in the quiet
mountain village of Wattens, Austria, where the company was founded in 1895, these perfect,
endlessly versatile crystals are sent around the world to be used by artists, artisans and
designers, in all creative fields. Now, in the light of ever-increasing global recognition of the
excellence of Swarovski crystals, and an ever-growing demand by a sophisticated clientele, the
company has built a new product brand around its world famous crystals.
CRYSTALLIZED(TM) - Swarovski Elements is the new brand for the innovative and inspirational elements, in their huge variety of shapes, sizes and forms, colours, textures and finishes, that bring radiance, emotion and desire to every product, object and accessory they adorn. All of Swarovski's loose crystal elements, the scintillating soul of design, will now be known by their new brand name, CRYSTALLIZED(TM) - Swarovski Elements.
