At its 125th year anniversary, Swarovski steps forward with a bold new vision for the future.
Known for enlightening the worlds of fashion, entertainment, science and design, and as an enduring powerhouse of culture and style, the next era of Swarovski starts today with a dramatic new vision. This new era begins with unifying all parts of its organization under one spellbinding idea and bringing forward the brand’s most provocative and unapologetic expression to date to light.

“For 125 years, Swarovski has had the power to transform and reinvent itself time and time again while always staying true to its DNA. We are excited to add a new chapter to this tremendous success story by lifting Swarovski’s center of gravity to accessible luxury and by truly becoming a crystal lifestyle.” — Robert Buchbauer, CEO.



“Ignite your dreams” is the new rallying call for a Swarovski world set in an imaginary Wonderlab. That is how its new and first ever Swarovski Creative Director, Giovanna Engelbert, envisions the modern crystal a radically inclusive laboratory of creativity that invites the world to celebrate their individuality and partake in the fantasy. “The Wonderlab is an idea, it is an imagined place that embodies everything Swarovski stands for and that will continue to inspire us for years to come,” says Giovanna (or Engelbert?). “The Wonderlab is where science and magic meet, where extra and elegance collide, it is a feeling of wonder that everyone should experience as we invite them into our new world at Swarovski.” With an explosive approach to color, size and styling, the new vision manifests beyond product into new experiences, events and new store concepts across the globe, transforming the way Swarovski is perceived with a radical new vision for generations to come.



The first expression of the Wonderlab comes to life in Giovanna Engelbert’s first collection, Collection One. “I wanted to explore the fundamental geometry of crystal and its potential as a material. Looking at Daniel Swarovski’s first drawings was an absolute inspiration, discovering the magic of his early inventions and understanding the power of his dream to create something the world had never seen. As I set out on my own creative journey, I respect how transformative jewelry can be and wanted to create pieces and a vision of style that women and men could embrace and feel like their bold unique selves in.

As if plucked from what Giovanna calls a “Mathemagical Garden”, the collection is an array of necklaces, earrings, rings, bracelets and body jewelry that manifest the fundamental but magical properties of crystal. An inventive approach to scale, cut and color creates a hyper-chunky, hyper-expressive, and hyper-versatile collection that invites the world to tap into their creativity with a sense of grandeur and play.

As fundamental to the wardrobe as the White T, these bold and timeless touches of refinement in a rainbow of cuts and colors are made to have and wear forever.

Beautifully complex statement pieces inspired by mathematical pattens bring just the right amount of spellbinding drama to designs as intricate as they are elegant. 

The ultimate stargazing material. Crystal constellations set on thin metal bars in unexpected combinations are as delicate as stardust and bring the cosmos to the everyday.

As if the crystal is forming before your eyes, these extraordinary and elegant pieces have an unexpected fluidity inspired by exponential movement.

Hypnotic, wondrous and ready for extravagance, these mesmerizing, innovative crystal clusters bind uniquely shaped stones for the ultimate evening statement.

Oversized cushion cut crystals in a suspended setting give the illusion of floating stones and bring a sense of harmonious mystery to a look of extravagance. 

Challenging the sharp with the soft through a Modern Art lens, bringing full-spectrum sweetness to cushioned designs made to adorn and adore.

A crafting of “mathemagical” structures into unexpected shapes of divine proportion. Intricate and complex designs that spark the imagination like curious objects of study.

Our widest variety of stone cuts and rich, vibrant colors all-in-one set of pieces. Bringing a boldly random accumulation of gems into a kaleidoscope of prismatic joy, ready to wear.

Boldly layered stones in their purest chromatic expression. Like a deconstructed prism, with multi-color on classic white, these gemstone-like creations leave everything to the imagination.

Exploring versatility with double-sided elements that swivel and can be seen from all angles, this is a sartorial and meticulous approach to complementary shape and color.

Eye-catching full crystal cuts in vibrant gem colors are the new must-haves for the bold and playful, looking to dress up a simple outfit with a wondrous dose of extra.

Taking beads to dreamy new levels by mixing precious stones and crystals in tonal ombre chain layers for a fresh take on modern bohemia.