Swarovski Principles outline the company's commitment to mutual respect, understanding different perspectives, and finding productive paths forward. They define Swarovski's management framework and focus on being leaders in crystal fashion and décor through understanding customer needs, mastering the value chain, innovation, technology, branding, valuing employees, entrepreneurial spirit, and financial autonomy.

1. Swarovski Principles
Swarovski Principles
"We create an environment of mutual respect and support in our enterprise. Unconstructive
conflict must be avoided; we must cultivate productive discourse to further our success. We
must strive to understand and empathize with one another’s perspective and approach. Only
with this understanding, can we find a productive path into the future, ensuring the sustainability
and growth of our business for the benefit of all."
The Executive Board of the Swarovski Crystal Business (GBK) has committed to the Swarovski
Principles. These Principles have been developed in the context of our rich cultural heritage and
serve to define our path into the future. To the company as a whole and its employees, the
Swarovski Principles are an orientation and represent our management framework.
We stand for crystal in fashion and décor.
We are the world leader in cut crystal for industrial and consumer applications and products. We
understand crystal as a creative material in its own right and as a phenomenon beyond just that
material. Our current domains are fashion and interior décor; segments valued for their design
and luxurious qualities. Our historical legitimacy lies in both cut crystal and jewellery drawing on
our rich cultural heritage. We accentuate beauty in its many different expressions.
We keep close touch with our customers and consumers and understand their needs.
As a multi-cultural corporation, we provide accessibility to our products and services through our
global presence and multi-channel distribution. We must understand the regional and cultural
specifics of our customers, our consumers and their environments. Within our organization we
value diversity and flexibility, striving at the same time for both, global guidelines and local
adaptations. We anticipate trends and act on customers’ needs and consumers’ desires as early
as possible, taking into account their global interdependencies. We carry these demands all the
way through our value chain deeply into our organization to create product, application and
service offerings of high perceived quality. We even dare to propose offers, for which we have to
create demand.
We master integration across the value chain.
Our mastery of the value chain, as a whole and in every single step, is a long-term competitive
advantage. Information, ideas, products, services and capital must pass in a fluid way from the
market deep into our enterprise and back out again. To achieve integration, we must be
process-oriented; we must work across functions, business units and regions in a collaborative
and team-based manner for the benefit of our customers and consumers. We are “best-in-class”
constantly
outperforming our competitors across our value chain. We will cooperate with those market
partners who can provide complementary competencies.

2. We are innovation leaders.
We nurture our tradition of openness and innovation. This practice gives us significant
competitive advantages on which to build our business. We are open enough to challenge
concepts, which have already proven to be successful. We need a high degree of creativity to
constantly develop new ideas. We turn them into new products, services, markets, applications
and technologies in a rapid, flexible and committed manner.
We are the technological leader in the cut crystal business.
We apply our technological know-how to fulfil our customers' needs. We will further develop and
protect only that know-how which secures our competitive advantage.
We add value through branding and active communication.
Branding reinforces the aspiration that our products convey to consumers. Consistent and
cohesive brand development and brand management are decisive success factors in our entire
Crystal Business.
We, the people, are essential for the success of our company.
Respect is an integral part of our culture. We manage through clearly-defined goals and hold
ourselves accountable to achieve results. We provide fair feedback on performance. We invest
in growth and development of individuals for their benefit and that of Swarovski. We help
employees adapt to the permanently changing business environment.
We build on the founder’s entrepreneurial spirit.
We actively seek to expand our business. We will grow in existing business fields and develop
new ones. Individuals responsible for business results are to continue our entrepreneurial spirit
by looking for new fields of potential business success and taking controlled risks on new
initiatives. Everyone must strive for continuous improvement suggesting and implementing better
ways of doing our business to increase process efficiency and effectiveness for the benefit of our
customers and consumers.
We preserve and appreciate our financial autonomy.
As a family-owned company, we focus on sustainable business development instead of short-
term profit maximization. In order to meet the expectations of all our stakeholders over time, we
must achieve sustained growth and sustained high profitability. We must deliver this high
profitability to provide funding for future growth.