At the end of the 19th Century, Daniel Swarovski founded his company with the aim to cut crystals automatically. The company became an immediate success and soon worked in numerous fields like manufacturing of optical products, abrasives and grinding tools, crystal cutting, and decorative crystal stones.

D. Swarovski built his company in Wattens, Austria. Working together with his three sons, he perfected his formula for producing decorative crystals in the beginning of the Twentieth Century. Those were mostly used for the jewelry and fashion industries, as well as chandelier parts, accessories, beads and ornaments.

Swarovski took advantage of this fashion trend, and created new line of his crystals exclusively for the fashion industry in 1913.

 By the middle of the 20th Century, Swarovski returned to the jewelry making and begun global promotion of his new jewelry crystals, which were produced with the special treatments to produce colorful effects within crystals. This innovation brought him huge success and popularity. His famous crystals became the most desirable pieces for chandeliers that graced such sites as Metropolitan Opera, major museums around the World, and the castles owned by the European Monarchs.

By the late 1960s, Swarovski Crystals were utilized in home designs, fashion and jewelry design. Necklaces, pins and earrings with the Swarovsky Crystals helped this company to enter the realm of Haute-Couture. They appeared in James Bond movies, and were widely worn by famous celebs.

            In 1974, designer Max Schreck accidentally started the new product line.                               He built a little mouse out of broken chandelier parts. This figurine was followed by a series of crystal animals and other decorative items. And among them - famous crystal lovebirds. This branch became the major part of the company literally overnight!

In 1995, the company celebrated it's 100th anniversary by building a spectacular theme park Swarovsky Crystal World in Wattens.

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