in the world of
Swarovski Optik




Sustainable management for the benefit of all

We think in a strategic way and operate in a businesslike manner so as to ensure the sustainable development and growth of our business. SWAROVSKI OPTIK manufactures products that encourage people to experience nature, to appreciate its value, to commune with it, and to ensure its continuity. In other words, our company’s business is about the long-term vision in every respect. This is because we operate with a sense of responsibility now and will continue to do so in the future, in every enterprising endeavor and area of activity we are involved in. Our definite commitment to the company’s location in Absam means that we are making a major contribution to the region’s strong development. There is also SWAROVSKI OPTIK’s support for sustainable growth and continuity down the generations. At SWAROVSKI OPTIK we regard sustainable management as our natural approach to doing business, as well as an investment in our future. Our corporate objectives are aimed at a sustainable rise in company and brand value, global market leadership even in volatile times through greater “flexibility,” as well as profitable growth and secure jobs.


Constantly improving what is good

We are leaders in terms of quality and innovation in the area of high-quality long-range optics, and strengthen this aspiration further. We see it as our duty to improve what is good, constantly surprise our customers, and exceed their expectations. Our love for beautiful products, precise manufacture, attention to detail, and compliance with the highest standards in all the company’s activities are all features of our culture. The hawk that appears on SWAROVSKI OPTIK products serves as a kind of quality mark for us, reminding us every day that only a masterpiece can bear this symbol. The notion of quality is given meticulous consideration at SWAROVSKI OPTIK and goes beyond purely technical aspects. The whole package matters to us: outstanding optics, functionality, ergonomics, design, service – all of which must be perfectly harmonized. The actual value of a product is revealed in its daily use. If you like a product, use it often, and have enjoyed it for many years, then it is of lasting value. For most people, these are precisely the reasons why they choose SWAROVSKI OPTIK: because they know that it is an investment for life.


Giving innovation time and space

We understand what our customers need and endeavor to win their loyalty. The spirit of innovation and close relations with our customers, as well as our knowledge of their wishes and requirements ensure that we constantly update our product range. At SWAROVSKI OPTIK the courage the team shows in developing superior products matters. Anyone wishing to offer innovative products must constantly go to the furthest possible limits, take new paths, and allow time for developments. We are driven by curiosity and the love of trying things out, in order to come up with new ideas, technologies, solutions to problems, and perspectives. Our minds are always active, and we have the courage and wealth of ideas to devise the seemingly impossible. We are very much aware that our innovations are the fruit of creative people who boldly use the freedom they have with a spirit of discovery.


Treating each other with consideration

At SWAROVSKI OPTIK we treat each other with appreciation, tolerance, and respect. This is evident not only from our daily interactions with each other, but also from the way in which we take responsibility in our dealings with external partners and society. Our humane values are evident from the openness and respect we show to all people and cultures, and we recognize the dignity of every individual. We foster a culture of cooperation and trust.


We value the commitment, knowledge, and creativity of our employees at our head office, as well as in our international offices. We can achieve success in our work if we all see some meaning in it and go happily about it. Our aim is to safeguard jobs in the long term. On the one hand, this is our corporate responsibility, while, on the other, it is a vital factor contributing to everyone’s happiness. We focus in particular on ensuring that everyone feels comfortable in their working environment. This is why we consider health to be a high priority. When working together, we are strong, diverse, and successful. We have a community spirit.


Our partners make a major contribution to our commercial success. We have established relations with numerous customers, suppliers, and business partners going back many years. The basis for successful cooperation is provided by attitudes and values that coincide, as well as by a shared perception of quality. We feel it is important that all our partners’ thoughts and actions are governed by sustainability.


As a responsible neighbor, our aim is to live in harmony with the local population around us. We support regional activities and encourage our staff to make an active contribution. The definite commitment to the company and production site in Tyrol is a source of strength to us and the region, and instills mutual trust.



We deploy our company’s resources with great purpose and care. SWAROVSKI OPTIK is a family firm, with strong roots in Tyrol, an area of exceptional beauty, and considers it its duty to care for the environment, protect nature, and preserve the wealth of different species. The appreciation of nature is therefore an essential part of its company philosophy and is reflected commendably in its environment-friendly production, innovative energy management, and its long-term commitment to selected nature conservation projects..


We comply with the most stringent requirements and apply the highest standards in caring for the environment and promoting the efficient use of energy. We all have a duty of responsibility to nature. As a company engaged in production, which relies on nature’s resources, we focus on ensuring that the cycle is complete in terms of what we give and take.


Our aim is to help people to love nature and encourage them to treat it with care and respect as a guest. We make every effort in our daily work and as a company as a whole to live and operate according to this vision. Our aim is to get even more people to love nature and its beauty, thus helping them put nature conservation into practice in their everyday lives. After all, we believe that people are particularly committed to protecting and preserving what they love.


What we want is for people to discover the world’s beauty with the eyes of the hawk and be able to enjoy those precious moments. The pleasure of observing nature enriches our life and allows us to draw strength and inspiration from these ever so fleeting, yet unforgettable moments.


The Yearning to be Able to See into the Distance

he human desire to see clearly beyond the limits of the naked eye and to be able to see into the distance is as old as humanity itself. In no small part, it was a fascination for the stars and planets that led to the development of mathematics and geometry in the days of antiquity. Early in the modern age, these principles were applied to the lens systems used in the very first telescopes. Most notably the first simple lens systems were built by the Italian astronomer Galileo Galilei and his Austrian counterpart Johannes Kepler. Today, binocular optics are still based on Kepler’s invention of 1611. Frequently regarded as merely a convenient, everyday device, this instrument born out of humankind’s reach for the stars in fact made the age-old human dream of achieving a near-to godlike power of vision a reality.

The Hour of Swarovski’s Birth

The story of Austrian entrepreneurial history also began in 1895 when, after inventing the world’s first electric grinding machine for jewelry stones, Daniel Swarovski established the family-owned company in the province of Tyrol. Since then, the name Swarovski has become synonymous worldwide with clearest crystal, precision grinding and a brilliant spirit of innovation, as the original enterprise continued branching out into additional lines of business. Today, the companies of the Swarovski Group supply the world with polished jewelry stones and crystal products, grinding and cutting tools, as well as sports optics. Even if at first glance the product range seems quite diverse, all companies in the Group share an important unifying link, namely the formidable production and engineering knowledge that has grown out of the Swarovski family’s quest for ever higher precision.


In 1935, Wilhelm Swarovski, son of the original founder, was a mere 17 years of age. Already an avid hobby astronomer, Wilhelm’s passion “to be closer to the stars", as he himself described it, awakened his ambition to build his own, improved binocular. With access to the specialized glass production and finishing technologies already used to manufacture jewelry stones in his father’s factory, Wilhelm managed to develop a novel prism fabrication and grinding process that he applied in constructing his first 6x30 binocular. Wilhelm went on to found SWAROVSKI OPTIK KG in Absam, Tyrol, in 1949 thus laying the foundation stone for a sport optics company with a global reputation. His company’s first serial product, the Habicht 7x42, is still an industry standard in the field of hunting optics and continues as ever to be produced by SWAROVSKI OPTIK in the best tradition of its founder.

Progress and Innovation From a Historical Point of View

Progress through precision and technology is a philosophy ingrained in the Swarovski family’s genetic code, and their companies have remained true to this day to this shared principle and the values of the founders. After the legendary Habicht, SWAROVSKI OPTIK introduced its first rifle scope in 1959, its initial extendable spotting scope in 1967 and, in 1971, the world’s first rubber-armored binocular. In 1976, another worldwide premiere saw the launch of a rifle scope equipped with a proprietary shock absorber for preventing recoil injuries to the eye. In 1994 SWAROVSKI OPTIK introduced the first telescope. And, in 1999, the SWAROVSKI OPTIK EL binocular with the world’s first wrap-around grip captured Field and Stream Magazine’s Best of the Best Award, making it the development of the decade. Since 2007, the Z6 rifle scope range with the first 6x zoom has received international acclaim among the world’s hunting fraternity. In all, over 30 national and international awards pay tribute to the company’s innovative strength, the superior precision and uncompromising quality and also to the elegance and the innovative design that go into the SWAROVSKI OPTIK brand.


This is the first sustainability report from SWAROVSKI OPTIK. We have compiled it according to the G4 standard of the Global Reporting Initiative1 (GRI) and have complied with the specifications based on the G4 “Core” option. The content of the report is also inspired by SWAROVSKI OPTIK’s core values and our understanding of the meaning of sustainability. The report provides an overview of all the activities we have carried out and objectives we have achieved thus far in terms of sustainability. Our indicators relate primarily to the SWAROVSKI OPTIK site at Absam, which includes SWAROVSKI OPTIK KG and SWAROVSKI OPTIK Vertriebs GmbH.


Our position on hunting is important to us and part of who we are. This approach is also important for close, authentic contact with our customers and has been key to our success since the birth of the company.


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