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In keeping with the founding Swarovski principle to “constantly improve on what is good”, the company’s crystal components brand will be optimized. From June 2010, CRYSTALLIZED™ – Swarovski Elements becomes SWAROVSKI ELEMENTS, placing much more emphasis on the core Swarovski brand.

For the same reasons, STRASS® Swarovski® Crystal will also be brought under the same single SWAROVSKI ELEMENTS brand. The move further consolidates Swarovski’s position as a world-class partner across the full design spectrum, from lighting and architecture to fashion and jewellery.

This move will deliver maximum benefits to Swarovski’s valued business partners and customers, who will profit from the power generated by a synergised and highly effective premium brand. Customers will be able to take advantage of the global presence generated by all Swarovski’s initiatives, events, retail activities and concept stores in major cities around the world. In addition, a strong link to the Swarovski brand opens up the potential of new market opportunities across many different segments.

The positioning of SWAROVSKI ELEMENTS as the premium brand in both cut crystal and lifestyle ensures customers benefit from the strength of the umbrella brand Swarovski® – a trademark with an unmatched international reputation. There will be no re-launch – the visual identity of SWAROVSKI ELEMENTS follows the well-established standards of CRYSTALLIZED™, paving the way for a smooth transition to the new brand. The “MADE WITH SWAROVSKI ELEMENTS” label serves as a guarantee of quality, authenticity and integrity on design pieces created with crystal.