As Swarovski celebrates “130 Years Of Joy” throughout 2025, expect the maison’s majestic waterfowl gracing the anniversary editions.
Global creative director Giovanna Engelbert has reinterpreted the Swarovski Swan for statement pieces under the commemorative Vienna Collection.
“The swan is a beautiful, almost mythical creature that represents grace, beauty, eternal love and transformation. It was chosen as Swarovski’s emblem because it highlights our eternal love of crystal and the elegance of our artistry and creations,” said the global creative director since 2020.
The logo originally featured an edelweiss as a symbol of purity and beauty. Swarovski modernised its trademark in 1989 with a swan, inspired by the works of Gustav Klimt.
In 2021, Engelbert evolved the logo by placing the swan inside an octagon with strong edges representing the savoir-faire of Swarovski’s artisans.
The know-how includes meticulous crystal setting and high-jewellery techniques, used in crafting the Vienna Collection.
Luminous clear crystals contrast with ruthenium accents in the architectural designs while the kinetic energy of abstract wings and feather-like forms evoke the swan’s graceful movements. Pavé detailing and stones in mixed cuts and sizes intensify the light in each piece.
“I wanted to pay homage to the Swarovski Swan by imagining it in an abstract way, taking flight — a symbol of movement, energy and reinvention. These designs are meant to feel classical in spirit, but with a sharp, contemporary edge that feels alive. They transcend time, taking us from 1895 to 2025 — a journey between heritage and the future,” said Engelbert.
A prelude to the epic, Daniel Swarovski invented an electric cutting machine and applied for a patent in 1891. The revolutionary technology allowed cutting jewellery stones into a variety of shapes and facets.
A new era of crystal production then began in 1895, when Swarovski partnered with Franz Weis and Armand Kosmann in establishing their business in the small alpine village of Wattens in Tyrol, Austria.
With its own melting furnace, the company has been producing crystal glass in-house since 1913. Innovative cutting and polishing techniques further made Swarovski Crystals unrivalled in the way they capture the light and refract it with an intense brilliance, clarity, radiance and depth of colour.
Today, new crystal cuts, shades and sizes are still conceived at the historical headquarters in Wattens. Other materials include Swarovski Created Diamonds with the same optical, chemical and physical attributes as mined stones; and Swarovski Zirconia with the Round Pure Brilliance cut, comparable to Tolkowsky Ideal Cut.
Crystals in various cuts as well as Swarovski Zirconia shimmer on various pieces from the Vienna Collection such as the ruthenium-plated choker with a pear-shape crystal at the tip enhancing the radiance.
The designs of the sculptural choker, matching ear cuffs and bangle are inspired by the swan’s graceful wings.
Octagon-cut crystals and feather-like wings characterise a standout necklace while a fringe-like effect on ear cuffs captures the delicate nature of feathers.
A ring is designed with the swan’s head and neck wrapping around the finger along with dramatic feather-like strands.
The emblematic swans from the Vienna Collection have seemingly migrated to the autumn/winter 2025 collection. The jewellery are designed with the same mixed-cut silhouettes in ruthenium and clear crystals, to further celebrate Swarovski’s 130th anniversary.