Swarovski families agree: New crystal group brings hope!

Swarovski families agree: New crystal group brings hope!

Wattens, Österreich - On June 22, 2025, the shareholders of the Swarovski group announced a significant agreement that paved the way for the creation of an integrated crystal group. The newly founded DSW Kristall AG & Co KG, which includes the regular company in Wattens, is fully controlled by Swiss Swarovski International Holding. This not only represents a strategic step for companies in the crystal business, but also affects the areas of Tyrolite and Swarovski optics.

The shareholders, consisting of the Swarovski, Weis and Frey families, have unanimously decided to enclose all legal disputes. This agreement laid the foundation for an independent further development of companies, which is to create unique growth opportunities. As reports [Leadersnet.at] (https://www.leadersnet.at/90434, SWAROVSKI-Familien--neuen-neuen-kristallkondern.html), the workforce of the Wattener Betrieb, which includes around 2,900 employees, remains, as all service and collective contracts and company agreements are taken over in the new structure become.

strategic realignment and investments

The agreement should enable decisive investments of 150 million euros at the Wattens location, including modernizations, in order to further develop it as a global innovation center for Swarovski. These measures are a central part of the new corporate strategy, which also aims to accelerate profitable growth and strengthen the brand in the international market.

An important aspect of restructuring is the leadership of Alexis Nasard, who took over the post of CEO in 2022. This led to an economic turnaround, and in 2024 Swarovski made a win for the first time, which significantly underlines the positive effects of the strategy. [Ansa.it] (https://www.ansa.it/pressrelease/english/2025/18/the-s-swarovski-family-owners-reach -a-unified-agreement-to-Creaeate-an-Antegrated-Crystal_D741446-21e1-4d65-8eb8-4565d17e1b8a.html) emphasizes that the past four years have shown progress at the turn of the Crystal Business, and the establishment of the integrated Crystal Group is to form the basis for the next phase of successful business development.

background and challenges

Swarovski, one of the largest family -run luxury companies in Europe, was founded 130 years ago by Daniel Swarovski. In recent years, the company has been confronted with various challenges, among other things with the effects of corona pandemic, which led to dismissals and a difficult economic environment. The longstanding conflict between the shareholders also led to judicial disputes. Former CEO Robert Buchbauer was involved in these conflicts, but took his hat off in 2021, which led to a change in corporate management.

With the new corporate structure, Swarovski will continue to build on its glamorous past, while at the same time the course is set for a modern and sustainable future. The agreement on the establishment of the new crystal group represents a milestone in the company's history. How [the press] (https://www.diepress.com/19808313/swarovski-familien-ein-au-auf-Neuen-crystal group) does not bring any changes for the location of Wattens, rather the focus becomes on strengthening and further development laid.