SWAROVSKI GEMS PRESENTS 2012 INNOVATIONS

SWAROVSKI GEMS, Swarovskis 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 companys 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 Americas comprehensive set of standards for grading diamond cut quality. The GIA, the worlds foremost authority on diamond grading test methods using sophisticated computer modeling, confirms that the level of brilliance in the SWAROVSKI GEMS TM 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 worldrenowned created stone. The new ZIRCONIA DIAMOND COLORS from SWAROVSKI GEMS embody all the beauty and sophisticated glamour of colored diamonds and when combined with Swarovskis 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 colorgrading 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 Swarovskis 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 Swarovskis 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 Marcasites 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. matches to the spirit of our times. By doing so, the MARCASITE ROSE CUT perfectly

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
Swarovskis distinguished history of innovation and precision cutting of jewelry stones, dating back to the companys foundation in 1895, has been extended far beyond the companys 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 worlds 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, Swarovskis own brand lines of accessories, jewelry and home dcor 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 Swarovskis universe of innovation and inspiration.

For further information please contact: D. Swarovski KG Nancy Leach PR & Senior Consultant Gem Creative nancy.leach@swarovski.com Phone: +43 664 822 5132 www.brand.swarovski.com www.swarovski-gems.com