Austria

With over a hundred years of history, few multinational companies can boast the achievements that of the Swarovski business empire. Today, the Swarovski name represents the epitome of quality, beauty and aesthetic brilliance - as well as cutting edge innovation.

Founded in Wattens in Austria, Swarovski enjoyed a special relationship with the world of the Tyrolean Alps from the start. In 1892, founder Daniel Swarovski invented a revolutionary machine that made it possible to cut crystal to an incomparable level of perfection and precision. Their first polishing machines were powered by running water - crystal created from melted ice .

Swarovski & Co was officially established in 1895. With the intention of collaborating with the era's leading fashion designers, its founder then traveled to Paris - planting the seeds for the golden age of costume jewelry. Today, the luxury brand Daniel Swarovski Paris is synonymous with inventive haute couture crystal designs.
Gernot Langes Swarovski, chairman of Swarovski

Although the Swarovski name is primarily associated with crystal objects, jewelry and accessories, there are other business segments in which the company is actively involved. From the manufacturing of crystal jewelry stones, Swarovski perfected the art of fine cutting. This was then applied to optical lenses. Today, binoculars and telescopes manufactured by Swarovski Optics are among the most technically advanced on the market.

Because Swarovski Optics required a reliable supply of superior grinding and polishing tools, the company began manufacturing these machines in-house. This in turn gave birth to another Swarovski company - Tyrolit. Tyrolit produces bonded grinding, cutting, sawing, drilling and dressing tools, as well as machines for the construction and natural stone industry. These state-of-the-art tools are able to cut even the hardest materials to a uniform degree of perfection, including the synthetic and natural gemstones from Swarovski's Signity line.

Recently WER met Gernot Langes Swarovski, who has been at the helm of the company for 40 years, at the family estate in Wattens.

WER: What are the pros and cons of remaining a family owned company?

Langes Swarovski: Being a family-owned company does have many advantages, but it has many disadvantages as well. The whole attitude of ownership is very important. As an owner, you put in much more into your own company. When you love to do something, you do it without stress. I love everything we do. I love crystal, and I think crystal is a wonderful material to work with, in every form. Whatever you can imagine or feel, you can transform into crystal. So if you are doing something you love - and it is your own - it is very easy.

On the negative side, as a family-owned company, you cannot make decisions quickly. Especially if you have, say, 20 co-owners. Then you have to reach a consensus before coming to a decision. The more owners you have, the more difficult it is to get to a consensus - which is the only real downside to this arrangement.

WER: How would you characterize the Japanese market?

LS: Most markets in which we operate appreciate the beauty of crystal, and are attracted to that beauty in their own culture, style and history. For example, we do special items for certain countries where the demand is high -- such as China, India, and North and South America. Japan was the first market where we tried this and it did very well. I must say that the most popular products in Japan are still the ones that have their roots in our Austrian culture. The Japanese fashion industry is also very important to us, especially for costume jewelry. Our customers in Japan are really doing a wonderful job in their field of activity. This is why a big percentage of these products are locally manufactured.

WER: Have you ever found it difficult to keep up with all the trends in the fast paced fashion industry?

LS: Although the fashion business changes very quickly, the general opinion worldwide about crystal will not change. Appreciation for the mysticism of crystal will remain, and the love for crystal will also continue as we satisfy our clients' needs and wants. Despite the fast pace of change in fashion, there is always space and a place for crystal. Love comes from being mystical. The esoteric essence of crystal is not becoming less but more important.

WER: How important is it for you to be a part of the business community locally?

LS: It is extremely important for us to be a part of the business community in Austria. Because an entrepreneur does not have to concentrate on day-to-day business, there are many different things around you with which you have to involve yourself. A company like ours also acts as one of the many representatives for Austria around the world.

WER: What advice would you give to people who want to become entrepreneurs?

LS: The key is to understand market demand. All you have to do is go along with these demands, and to try your best to fulfill that. These days, not that many companies are really fulfilling the wishes of the public. Even if you have only a small segment, concentrate on that and find your niche. You have to find a competitive edge, and maintain it through customer service and innovation.

WER: In your 40 years in the company, what has been your biggest accomplishment?

LS: Basically, it has been keeping the company busy and running the way it is running right now. There have been so many accomplishments within the day-to-day business, so many novelties, so many innovations. But I wouldn't consider any one thing as the biggest because I think that everything that we have done to get where we are today came about through teamwork.

WER: What is your message for the Japanese market?

LS: I am very happy with Swarovski's connection with the Japanese market, and I just really hope it continues the way we have built it up over the past decades. Japan is one of my favorite countries. It has always been a pleasure to be in Japan and to be with the Japanese people and to learn from them. I have learned a lot there, and we have many important industrial partners in Japan. Our main goal is to keep our customers happy, and to give them our best service.

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