TREND REPORT The future is here

It’s called ADVANCED CRYSTAL

Dramatic developments are afoot at Swarovski—a change so radical that it has altered the very DNA of the company’s crystal: ADVANCED CRYSTAL is raising the bar right across the industry.

What makes ADVANCED CRYSTAL superior to anything seen before is Swarovski’s pioneering formula, the result of over a decade of research into the manufacture of crystal. Created from carefully selected raw materials using new technologies far beyond mere crystal cutting, the innovative composition is made without lead*. This sustainable manufacturing method reflects the company’s strong sense of social responsibility, while still allowing crystal to retain the same scintillating sparkle, depth of color, precision and dependability that have always been associated with SWAROVSKI ELEMENTS. Another welcome outcome is that ADVANCED CRYSTAL has reduced the weight of Swarovski’s products by fifteen to twenty per cent, as well as improving their durability.

Making sure that the crystal criteria known as ‘the five Cs’ (cut, color, clarity, contour and care) are met is always paramount for Swarovski. This is guaranteed, because the formula far exceeds not just today’s stringent international manufacturing standards, but also anticipates those of tomorrow.

From September 15, 2012, the entire SWAROVSKI ELEMENTS assortment will have transitioned to crystal made with the patented ADVANCED CRYSTAL formula. So it’s no surprise that ADVANCED CRYSTAL has now been patented in the US and in 16 European countries, ensuring that it will continue to satisfy consumers’ evolving expectations of high-quality, bespoke and beautiful crystal products.

*Crystal glass and all other materials containing 0.009 % lead or less. Formula is patented in the US and 16 European countries.

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