Beyond the sparkle Multibrand Retail Partner. Consumer Goods Business

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1 Beyond the sparkle Multibrand Retail Partner Consumer Goods Business

Our richness of expression is drawn from forging links between arts, science and business.

3 Dear Reader In order to carve a clear path toward a brighter future, it s important to first acknowledge the path that one has taken. Swarovski s success is based on a rich heritage which has made the brand synonymous with craftsmanship, precision and innovation. Swarovski is more than just crystal. Our richness of expression is drawn from forging links between arts, science and business. We offer products that speak to the heart of the consumer and strive for the highest quality and excellence in everything we do. With every new era, new possibilities arise. As a Multibrand retail partner we offer you the opportunities to enrich your business with the very principals that have made Swarovski the success story that it is today. Sincerely, Robert Buchbauer Member of the Executive Board

4 Headquarters Swarovski Consumer Goods Business, Switzerland

5 VISION & EXPERTISE As the category leader in Fashion Jewelry and Figurines, Swarovski continues to produce an array of products synonymous with crystal perfection. Advances in technology continue to set us apart from competitors as we remain at the forefront of crystal cutting techniques, settings, and coating applications. Swarovski s growth strategy includes a substantial investment in communication and distribution. The continued implementation of the new retail architecture, contributes to the strengthening of the brand. Further focus on new categories such as Customizable Jewelry and Men s Jewelry and Watches is yet another important area for growth, while maintaining accessible price points. THE BUSINESS Today, the family owned company continues to flourish with more than employees in its Consumer Goods Business and a global distribution in 42 countries. Turnover increased by 15% and exceeded EUR1.5bn in 2011 due to a strong brand identity and expansion within the Multibrand retail partners, Monobrand Boutiques, Travel Retail and E-Business areas.

7 Fashionable by design Trendy designs, sparkling colors and opulence from our Creative Team in Paris.

9 The beauty of detail Innovative Crystal Mesh combines with elegant design in a Swiss made watch.

11 THE ART OF UNITY Uniting crystal enthusiasts and bridging cultures through the Swarovski Crystal Society.

12 A brand as brilliant as its crystals Since the foundation of the company in 1895, Swarovski s pioneering spirit has established it as the world s leader for breathtaking crystal creations and is renowned for its innovation, creativity and vision. Swarovski s crystal cutting technique is second to none. Facets and contours are crafted with the utmost precision to produce perfect light refraction, vivid color intensity and dazzling rainbow effects. Today the signature swan logo graces an array of accessible luxury products and has enhanced countless designers collections. Ranging from unique watches, stunning jewelry and fashion accessories to beautifully crafted figurines and home accessories, Swarovski captures and radiates the pure essence of impeccable quality. With a strong distribution network represented by more than retail locations worldwide, we strive to kindle the spark of creative innovation in your interests, as we continue to explore the endless potential of crystal.

2011: Introduction of its first fragrance, Aura

2009: Swarovski launches its first watch

2008: Swarovski presents its first Crystal

collaboration with world-renowned designer

2001: Pointiage, a unique crystal setting

woven mesh of sparkling crystals, today often

1987: The passion shared by collectors has a

Today, membership totals 310 000 collectors in

1977: Swarovski launches its first jewelry

13 2011: Introduction of its first fragrance, Aura by Swarovski. 2009: Swarovski launches its first watch collection. 2008: Swarovski presents its first Crystal Forest boutique design developed in collaboration with world-renowned designer Tokujin Yoshioka. 2001: Pointiage, a unique crystal setting technique which offers exceptional brilliance to Swarovski s designs is developed. 1993: Development of Crystal Mesh, a closely woven mesh of sparkling crystals, today often used by a host of designers. 1987: The passion shared by collectors has a name: Swarovski Crystal Society. Today, membership totals collectors in 125 countries. 1977: Swarovski launches its first jewelry collection. 1976: The first decorative crystal figurines win the hearts of consumers. 1956: Together with Christian Dior, Swarovski develops the Aurora Borealis effect, a shimmering finish that enhances the sparkle of cut crystal. 1895: Daniel Swarovski founds the company in Wattens, Tyrol (Austria) with the vision of bringing joy to people through crystal. 1892: Daniel Swarovski invents a revolutionary machine capable of cutting crystals with greater precision than ever before.

15 A TOUCH OF SPARKLE, IGNITES EMOTIONS An array of products capturing the emotion of crystal.

17 CAPTURE THE CHARM Vibrant colors and on-trend designs, highlighted with a touch of crystal.

19 THE LAWS OF ATTRACTION In order to ensure a strong presence in the media, Swarovski continues to nurture close relationships with global fashion press. Numerous campaigns are featured in up-market global publications including Vogue, Cosmopolitan, Elle, Glamour and Marie Claire. Collaborations with various celebrities at major red carpet events such as Cannes Film Festival, the Academy Awards and the Busan International Film Festival have become increasingly evident. Social Media platforms such as Facebook, Twitter, Google and YouTube feature our exciting campaigns to support particular events coinciding with our new seasonal programs. Swarovski s presence in digital communications is yet another example of actions taken in order to increase awareness and over all brand strength. Our online platform features the latest collections and is aimed at enticing consumers to our retail points of purchase. To transfer this brand attraction into business opportunities, Swarovski offers strong promotional tools for our Multibrand retail partners: Visuals for windows and in-store usage Videos Brochures and catalogues Cooperative adverts Consumer incentives

Together with world renowned Japanese designer, Tokujin Yoshioka, Swarovski created the original and stunning

The further developed Crystal Forest architecture not only enchants the consumer, but also sets a new standard

21 CRYSTAL FOREST ARCHITECTURE Swarovski pursues its development as a Modern Lux brand by implementing a fresh showcase and creating a unique feeling. Together with world renowned Japanese designer, Tokujin Yoshioka, Swarovski created the original and stunning architectural concept, appropriately known as Crystal Forest. The designer s vision unites light and crystal to form an atmosphere which perfectly corresponds with the brand. The new store design concept is based on modular furniture that can be used for various layout types. The further developed Crystal Forest architecture not only enchants the consumer, but also sets a new standard in the fashion jewelry industry from a visual and functional point of view. Consistency is the key, and the new furniture puts a strong focus on jewelry enabling a clear in-store categorization and encouraging intensive browsing by the consumer.

our iconic pieces. These seasonal collections are put together with impactful window and in-store animations to attract the consumer.

23 seasonal WINDOW AND IN-STORE PRESENTATION Swarovski launches a new product collection each Spring/Summer and Fall/Winter season every year. Fashion category collections are based on the latest fashion trends and all product categories are developed to deliver continuous best sellers and reinforce our iconic pieces. These seasonal collections are put together with impactful window and in-store animations to attract the consumer. Effective tools and props for decoration are provided to support seasonal and key trading occasions for our Multibrand retail partners and come with the appropriate Visual Merchandising guidelines.

TRAINING In order to support Multibrand retail

covering the fundamental areas of training.

package includes a variety of mediums to ensure

and in-depth understanding of product knowledge

25 TRAINING In order to support Multibrand retail partners, Swarovski offers an extensive package covering the fundamental areas of training. Conducted by our staff of experts, the training package includes a variety of mediums to ensure that Swarovski representatives receive a clear and in-depth understanding of product knowledge and selling tips to support an excellent consumer service.

26 AT A GLANCE Swarovski welcomes Multibrand retail partners with an opportunity to add sparkle into people s everyday lives. We offer: a strong brand Rich heritage Expertise Growth potential Quality & diversity of products Innovation Exclusivity for crystal enthusiasts In-store decoration tools Training support

28 SWAROVSKI.COM 2013 SWAROVSKI AG

The Brand and its Communication

The Brand and its Communication Index 1. The Brand 2. Handicraft Process 3. What makes us different 4. Uno de 50 in Spain 5. Worldwide Exposure 6. E-Shop 7. Communication and Brand Image Título 1. The