Daniel Swarovski Crystal Eyewear: 15 years of successes
For over 10 years, two Austrian companies have shared a highly successful path: Silhouette International and Swarovski. In 1996/97, the Linz-based eyewear producer – the only one in Central Europe – obtained the license for the Daniel Swarovski Crystal Eyewear brand from the world’s first producer of precision-cut crystals. Over the years, the collaboration agreement has been based on a strong spirit of innovation, love for crystals and the definition of avant-garde trends to create new standards in the luxury eyewear world.
About 1.5 million lifestyle frames and accessories with the Daniel Swarovski Crystal Eyewear label have offered, and will continue to offer, comfort, perfect fit and pleasing esthetics to consumers, worldwide, until mid-2010 – the date until which Daniel Swarovski Crystal Eyewear frames will be produced in Linz, Austria, and distributed all over the world.
Starting 2010, Swarovski will create an eyewear collection with the Swarovski brand; over the following 8 months it will end its partnership with Silhouette International from an operational aspect. For both partners it is a good opportunity to look at the past from the prospect of the future.
Over the years, Daniel Swarovski Crystal Eyewear has played an important role in the luxury and premium eyewear world and it is now the leader of this market segment. Daniel Swarovski Crystal Eyewear frames are available at top opticians’ stores and department stores but, above all, they are worn by satisfied and loyal consumers. Daniel Swarovski Crystal Eyewear models are described as “the loveliest jewels for the face”.
“Swarovski will involve us in the decision-making process aimed at developing the new Swarovski eyewear collection. This will enable us to decide together how to handle the last stage of the partnership – to the benefit of our contractual partners and, in particular, for the good of those who love frames with crystals”, stated Arnold Schmied, co-owner and member of Silhouette International Board of Directors.
The professionalism that for over 12 years has characterized the philosophy of the brand and the management of the collection will also be the approach for the remaining eight months. This applies to the relationship between Daniel Swarovski Crystal Eyewear and the worldwide distributors whose commitment has ensured the brand’s leadership of the luxury eyewear segment.
It also applies to the relationship between Swarovski dealers and licensee Silhouette International to guarantee that Daniel Swarovski Crystal Eyewear frames will continue to be originals and the only ones with crystals.
The new Daniel Swarovski Crystal Eyewear collections will be launched in 2009. The distribution chains in each country will continue to receive assistance and support throughout the first six months of 2010.
“We have decided to set in motion an active and timely communication policy aimed at defining customized solutions for handling the gradual disappearance of the Daniel Swarovski Crystal Eyewear brand from the market and at guaranteeing correctness toward our contractual partners to avoid unpleasant surprises for those involved”, confirmed Gerhard Novak, Daniel Swarovski Crystal Eyewear International Brand President at Silhouette International.
Daniel Swarovski Crystal Eyewear will continue until the first half of 2010; spare parts will be available through Silhouette International at least until the end of 2013. Beyond that date, Silhouette International will guarantee the best possible service for all Daniel Swarovski Crystal Eyewear frames.
“When Daniel Swarovski Crystal Eyewear is out of production at end 2010, we can look back at a successful partnership of almost 15 years. It is a rarity for license agreements in the eyewear market and clear proof of a profitable collaboration between the two companies”, concluded Markus Langes-Swarovski.
