SWAROVSKI GEMS™ PRESENTS 2012 INNOVATIONS

SWAROVSKI GEMS™, Swarovski’s premium brand for genuine gemstones and created stones,

is internationally recognized for its dedication to innovation, perfection and creativity, which have

been cornerstones of the company since 1895. SWAROVSKI GEMS™ is proud to present four

exciting new innovations for 2012, all of which reflect the very essence of the company’s quest for

creative perfection destined to enhance the fine and bridge jewelry, watch, eyewear and lifestyle

electronics segments.

ZIRCONIA DIAMOND COLORS

One year ago, SWAROVSKI GEMS™ launched the Pure Brilliance concept with its revolutionary

new Pure Brilliance cut for Zirconia. This intensely brilliant, exquisitely precision-cut stone even

includes a minute SWAROVSKI ZIRCONIA laser-engraved quality seal invisible to the naked eye,

all qualities that ensured it was indeed a cut above the rest. For this innovation, SWAROVSKI

GEMS™ applied all of its expertise in the exacting science of precision cutting to produce a

Zirconia of ideal-cut diamond standards that adheres to the Gemological Institute of America’s

comprehensive set of standards for grading diamond cut quality. The GIA, the world‘s foremost

authority on diamond grading test methods using sophisticated computer modeling, confirms that

the level of brilliance in the SWAROVSKI GEMSTM Pure Brilliance Cut equals that of the highest

quality diamond, placing the latest addition to the inspired collection of created stones in a class

of its own. Swarovski has now turned its attention to a new spectrum of color for its world-

renowned created stone. The new ZIRCONIA DIAMOND COLORS from SWAROVSKI GEMS™

embody all the beauty and sophisticated glamour of colored diamonds and when combined with

Swarovski’s unmatched Pure Brilliance Cut for Zirconia, results in a diamond-like fire of

matchless perfection. The four new colors, Fancy Yellow, Fancy Pink, Fancy Blue and Fancy

Brown equate to the finest and most desirable diamond colors, and correspond to a GIA color-

grading standard. Each one is, in its own right, uniquely compelling and deeply charismatic.

What in nature is created by a random touch of color becomes in Swarovski’s hands perfect color

saturations consistent throughout the entire range of sizes offered by SWAROVSKI GEMS™ new

ZIRCONIA DIAMOND COLORS. ZIRCONIA DIAMOND COLORS by SWAROVSKI GEMS™

therefore completely succeed in capturing the very essence of diamonds, the precious stones

that have always ignited passion and admiration throughout civilization.

The CONTRA CUT for the Passion Topaz Collection

SWAROVSKI GEMS™ is also proud to announce an addition to the Passion Topaz collection,

the Contra Cut, also presented in a range of three stunning new colors. The Contra Cut conveys

in its exactness a complex interplay of precision-cut facets with contradictions abounding within a

total unity of form and cohesion. The new range of colors, Caribbean, Kashmir and Glacier Blue,

proclaim this juxtaposition of pro and contra, by using the color blue to reflect and interpret the

depths of the ocean, the wild embrace of the sky and the precision of ice. Here tradition and

innovation are simultaneously combined, expressing an ethos that underlies all of Swarovski’s

creative works.

The MARCASITE ROSE CUT

SWAROVSKI GEMS™ third innovation for 2012 is the first 24-facet crown cut for marcasite

stones, the Marcasite Rose Cut that fuses Marcasite’s mysterious metallic glint, steely yet vividly

feminine with the majesty of a traditional diamond cut crown. This important new cut builds on

the increasing resurgence of this historically significant material beloved of both rulers and the

ruled, and extends its exciting power. By doing so, the MARCASITE ROSE CUT perfectly

matches to the spirit of our times.

PLASTIC PRESETTING

SWAROVSKI GEMS™ is excited to launch a versatile and technically mesmerizing element that

can add to unique luxury and design appeal. The PLASTIC PRESETTING, an addition to our

Components Collection, is a capsule-like element that can encase any 2.5 mm round Swarovski

Zirconia or created stone from the SWAROVSKI GEMS™ product assortment in a smooth plastic

bezel setting. These components are available in a range of base or custom colors and can be

set in a wide variety of base materials. This new plastic preset element requires no special

setting skills and can be fixed by friction by simply clicking into place. Developed by a crossover

of diverse design disciplines, PLASTIC PRESETTING is a protected innovation (patent pending)

created exclusively by Swarovski. It is the expression of the dialogue between technological

precision and the flair for pure poetry that erases creative boundaries while enabling innovators to

envision amazing creative concepts with far reaching commercial possibilities.

GEMOTION 3mm

Creative freedom and application flexibility now sets gems in motion, creating interesting and truly

larger than life possibilities for fine jewelry design and other precious items with the SWAROVSKI

GEMS™ innovation Gemotion 3mm. This is a unique system that allows manufacturers to quickly

and easily set 3mm round genuine gemstones or created stones either statically or to facilitate

free flowing movement attuned to the rhythm of the wearer. Gemotion is an ingenious innovation

that is ideal for the jewelry, eyewear, lifestyle electronics and accessories segments and consists

of a mounting and counterpart that can be easily snapped together to diversify collections.

SWAROVSKI GEMS™ – Global leader in the precision cutting of genuine

gemstones and created stones

Swarovski’s distinguished history of innovation and precision cutting of jewelry stones, dating

back to the company’s foundation in 1895, has been extended far beyond the company’s original

crystal business. SWAROVSKI GEMS™ offers a unique and balanced selection of genuine

gemstones and created stones made from the purest raw materials. In keeping with the “poetry of

precision” for which SWAROVSKI products are famous, each SWAROVSKI genuine gemstone

and created stone is crafted to satisfy the strictest standards for color, quality, size and shape.

The result: a consistency and quality unlike any other brand in the market, alongside an

unsurpassed creative vitality. It is an ethos that is clearly expressed in these four exceptional

innovations for 2012.

***

In 1895, Daniel Swarovski, a Bohemian inventor and visionary, moved to the village of Wattens,

Tyrol in Austria, with his newly-invented machine for cutting and polishing crystal jewelry stones.

From this beginning that revolutionised the fashion world, Swarovski has grown to be the world’s

leading producer of precision-cut crystal for fashion, jewelry and more recently lighting,

architecture and interiors. Today, the company, still family-owned and run by 4th and 5th

generation family members, has a global reach with some 23,000 employees, a presence in over

120 countries and a turnover in 2010 of 2.06 billion Euros. Swarovski comprises two major

businesses, one producing and selling loose elements to the industry and the other creating

design-driven finished products. Swarovski crystals have become an essential ingredient of

international design. Since 1965 the company has also catered to the fine jewelry industry with

precision-cut genuine gemstones and created stones. Showing the creativity that lies at the heart

of the company, Swarovski’s own brand lines of accessories, jewelry and home décor items are

sold through more than 1,900 retail outlets worldwide. The Swarovski Crystal Society has close to

325,000 members across the world, keen collectors of the celebrated crystal figurines. And in

Wattens, Swarovski Kristallwelten, the multi-media crystal museum, was opened in 1995 as a

celebration of Swarovski’s universe of innovation and inspiration.

For further information please contact:

D. Swarovski KGNancy LeachPR & Senior Consultant Gem Creativenancy.leach@swarovski.comPhone: +43 664 822 5132www.brand.swarovski.comwww.swarovski-gems.com