My great-grandfather Wilhelm Swarovski, who founded SWAROVSKI OPTIK, was an enthusiastic lover of nature. One of his favorite spots was the imposing Habicht mountain in the Stubai Alps, where he used to go to relax, recharge his batteries, and work on new ideas, visions, and projects. He also enjoyed observing the native wildlife, and was absolutely fascinated by the majestic hawks, renowned for their extreme- ly powerful vision. When looking for an animal as a company crest for SWAROVSKI OPTIK exactly 30 years ago, the hawk was the obvious choice, representing, on the one hand, the company‘s deep roots in Tyrol and, on the other, the precision that SWAROVSKI OPTIK has been wanting to achieve ever since with its long-range optical products.
Decades have passed since then. Many things have changed, but a lot remains the same: the hawk is still the company crest - the clear acknowledgement of the location and also the constant endeavor made by everyone to continually improve our products.
In this respect, we view tradition at SWAROVSKI OPTIK not in terms of worshipping the ashes, but of passing on the fire. Our highly-skilled staff, who drive forward developments with a pioneering spirit and a love for detail, carry this flame in them. Revolutionary innovations, such as the Z6(i) rifle scope with its 6x zoom, are testament to the fact that we don‘t only want to do things better, but also differently.
Whenever you hold and look through one of our products, and experience a very special moment with SWAROVSKI OPTIK, I want you to sense the same joy and fire that we also feel every day for our work. After all, the world belongs to those who can see beauty.
CARINA SCHIESTL-SWAROVSKI
Chairwoman of the Executive Board
