The SWAROVSKI OPTIK principle

Every company needs a stable, secure foundation that it can build on.

SWAROVSKI OPTIK regards tradition, origin, quality awareness, entrepreneurial boldness, innovativeness, absolute devotion to service and product functionality as the core values guiding all its actions. These principles have evolved from within the company at SWAROVSKI OPTIK and they are put into practice every day by all our staff.

Tradition
We are a family-run business and, as such, we must in all conscience pass it on to our successors. SWAROVSKI OPTIK regards this as a long-term matter, which is why we’re not just thinking about the next five or ten years, but about future generations.

Tyrol, Austria
The clear commitment to the company and production site in Tyrol instills confidence. We firmly believe that customers who opt for a premium quality product also take a very close look at where and how a company manufactures its products.

Quality of the highest order
The notion of quality is given meticulous consideration at SWAROVSKI OPTIK and goes beyond purely technical aspects. The whole package matters to us: outstanding optics, functionality, ergonomics, design, service – all of which must be perfectly harmonized.

Lasting value
The actual value of a product is revealed in its daily use. If you like a product, use it often, and have enjoyed it for many years, then it is of lasting value. For most people, these are precisely the reasons why they opt for SWAROVSKI OPTIK: because they know that it is an investment for life.

Courage
At SWAROVSKI OPTIK the courage the team shows in developing superior products matters. Anyone who wishes to offer innovative products must constantly go to the furthest possible limits, allow time for developments, and take new paths.

Service
Customer service is an essential part of the SWAROVSKI OPTIK brand identity and awareness at the highest level. Even when things go wrong, we guarantee that a repair is always carried out quickly and to the customer’s satisfaction.

Responsibility
Anyone who is, like SWAROVSKI OPTIK, surrounded by such natural beauty is aware that they have to bear some responsibility for it. We comply with the most stringent requirements for caring for and preserving the environment, and we voluntarily conform to the highest standards.

History

The Yearning to be Able to See into the Distance
The human desire to see clearly beyond the limits of the naked eye and to be able to see into the distance is as old as humanity itself. In no small part, it was a fascination for the stars and planets that led to the development of mathematics and geometry in the days of antiquity. Early in the modern age, these principles were applied to the lens systems used in the very first telescopes. Most notably the first simple lens systems were built by the Italian astronomer Galileo Galilei and his Austrian counterpart Johannes Kepler. Today, binocular optics are still based on Kepler’s invention of 1611. Frequently regarded as merely a convenient, everyday device, this instrument born out of humankind’s reach for the stars in fact made the age-old human dream of achieving a near-to godlike power of vision a reality.

The Hour of Swarovski’s Birth
The story of Austrian entrepreneurial history also began in 1895 when, after inventing the world’s first electric grinding machine for jewelry stones, Daniel Swarovski established the family-owned company in the province of Tyrol. Since then, the name Swarovski has become synonymous worldwide with clearest crystal, precision grinding and a brilliant spirit of innovation, as the original enterprise continued branching out into additional lines of business. Today, the companies of the Swarovski Group supply the world with polished jewelry stones and crystal products, grinding and cutting tools, as well as sports optics. Even if at first glance the product range seems quite diverse, all companies in the Group share an important unifying link, namely the formidable production and engineering knowledge that has grown out of the Swarovski family’s quest for ever higher precision.

The Founding of SWAROVSKI OPTIK
In 1935, Wilhelm Swarovski, son of the original founder, was a mere 47 years of age. Already an avid hobby astronomer, Wilhelm’s passion “to be closer to the stars", as he himself described it, awakened his ambition to build his own, improved binocular. With access to the specialized glass production and finishing technologies already used to manufacture jewelry stones in his father’s factory, Wilhelm managed to develop a novel prism fabrication and grinding process that he applied in constructing his first 6x30 binocular. Wilhelm went on to found SWAROVSKI OPTIK KG in Absam, Tyrol, in 1949 thus laying the foundation stone for a sport optics company with a global reputation. His company’s first serial product, the Habicht 7x42, is still an industry standard in the field of hunting optics and continues as ever to be produced by SWAROVSKI OPTIK in the best tradition of its founder.

Progress and Innovation From a Historical Point of View
Progress through precision and technology is a philosophy ingrained in the Swarovski family’s genetic code, and their companies have remained true to this day to this shared principle and the values of the founders. After the legendary Habicht, SWAROVSKI OPTIK introduced its first rifle scope in 1959, its initial extendable spotting scope in 1967 and, in 1971, the world’s first rubber-armored binocular. In 1976, another worldwide premiere saw the launch of a rifle scope equipped with a proprietary shock absorber for preventing recoil injuries to the eye. In 1994 SWAROVSKI OPTIK introduced the first telescope. And, in 1999, the SWAROVSKI OPTIK EL binocular with the world’s first wrap-around grip captured Field and Stream Magazine’s Best of the Best Award, making it the development of the decade. Since 2007, the Z6 rifle scope range with the first 6x zoom has received international acclaim among the world’s hunting fraternity. In all, over 30 national and international awards pay tribute to the company’s innovative strength, the superior precision and uncompromising quality and also to the elegance and the innovative design that go into the SWAROVSKI OPTIK brand.