130 years of sparkle and extravagance. Swarovski celebrates the anniversary with a dazzling collection.

Since 1895, Swarovski crystals have illuminated the world, transforming ordinary moments into dazzling experiences. In 2025, the brand celebrates its 130th anniversary—and does so in the spirit of a luxury icon: with panache, vision, and boldness.

From the Met Gala to Broadway, from Oscar-winning creations to designs by artists from around the world – Swarovski has accompanied high and popular culture for decades.

"Our heritage has guided us from the very beginning. We are not only a jewelry manufacturer, but also a cultural hero who has been bringing joy and sparkle to the world for 130 years," emphasizes CEO Alexis Nasard.

The highlight of the anniversary is the Vienna Collection , designed by Global Creative Director Giovanna Engelbert . It's a tribute to the iconic Swarovski swan and an ode to Vienna – the city where Daniel Swarovski began his journey redefining crystal.

The collection combines gold and crystal in forms that celebrate timeless elegance and the boldness of extravagance. The gold motif permeates all anniversary initiatives—from exclusive packaging to artistic window displays and the transformation of boutiques around the world.

Vienna Collection by Swarovski/photo: Swarovski press materials

"The transformative power of crystal has always inspired me. As Global Creative Director, my goal has been to bring the wonder and magic of our world to life in everything we do. I am so proud to celebrate our 130th anniversary and our legacy of joyful extravagance, creativity, and innovation with activities and collections that inspire everyone to be their boldest selves," says Swarovski Global Creative Director, Giovanna Engelbert.

The anniversary celebrations continue in Europe. Later this year, Los Angeles will host the Masters of Light Hollywood exhibition – the fourth installment of an international tour that celebrates 130 years of shaping the aesthetics of fashion, cinema, and music. This new edition focuses specifically on Swarovski's connection to Hollywood – from the silver screen to the red carpet.

Swarovski celebrates its 130th anniversary / photo: Swarovski press materials

In turn, at the World Expo in Osaka, the brand will present a special project, and as part of the Creators Lab, it will join forces with seven established and emerging brands, exploring the future of luxury design.