NEWS

SWAROVSKI OPTIK and the Northern Goshawk

November 29 2015

#Binoculars

SWAROVSKI OPTIK and the Northern Goshawk
SWAROVSKI OPTIK and the Northern Goshawk
SWAROVSKI OPTIK and the Northern Goshawk
SWAROVSKI OPTIK and the Northern Goshawk
SWAROVSKI OPTIK and the Northern Goshawk
  • SWAROVSKI OPTIK and the Northern Goshawk
  • SWAROVSKI OPTIK and the Northern Goshawk
  • SWAROVSKI OPTIK and the Northern Goshawk
  • SWAROVSKI OPTIK and the Northern Goshawk
  • SWAROVSKI OPTIK and the Northern Goshawk
  • 2015 has been declared the “Year of the Northern Goshawk” in Germany and Austria. This striking bird of prey has a very special importance for SWAROVSKI OPTIK as it is our company logo and is symbolic of the spirit of the whole company.

    In a sense, it has been the “Year of the Northern Goshawk” for SWAROVSKI OPTIK every year since the company was founded in 1949.

    The story about how this came about is particularly interesting.

    Wilhelm Swarovski, the founder of SWAROVSKI OPTIK and great-grandfather of our current Chairwoman of the Executive Board Carina Schiestl-Swarovski, saw nature as a refuge, a source of inspiration, as well as an experimenting ground for new products. The “Habicht,” which is not only the German word for “Northern Goshawk,” but also a striking mountain peak in the Stubai Alps, was for him the perfect symbol of what SWAROVSKI OPTIK was about as a company and of the purpose of its products. He liked this double meaning so much that he chose the Northern Goshawk as the company logo.

    In a lot of old advertising material you can still see the mountain peak along with this bird of prey. It was used to advertise the first range of binoculars, the “Habicht,” which are still being manufactured today. They represent the essence of what we are, a summary of our philosophy in miniature.

    It is a sight to behold, this imposing mountain peak, older than time immemorial, a silent witness of the Earth’s history. And soaring in front of it, the majestic bird of prey, an active link in the chain of give and take. And then there are the binoculars, manufactured more than 60 years ago, still available and functioning as well as ever today. They carry the patina formed from the signs of usage with dignity, and bring the mountain and bird completely to life for us humans, in their every detail.

    In fact “Habicht” has four meanings for us:

    A range of binoculars

    A bird

    A mountain peak

    The SWAROVSKI OPTIK logo.

    Our products, made by and for human hands and standing the test of time, bring to life the beauty of nature and enjoyment of precious moments.

    The task shared by SWAROVSKI OPTIK’s staff is to manufacture and to work for these products. This fills us with happiness and pride. And this, in turn, is a foundation for our success.

    This is another reason why every SWAROVSKI OPTIK product bears the Northern Goshawk’s image. It serves as a kind of quality mark for us, reminding us every day that only a masterpiece can bear this symbol.

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