From premium to luxury: Rebrand a crystal-clear move for 126-year-old Swarovski

Mr Lars Schmidt, the company's senior vice-president for Asia South and managing director for India and South-east Asia, says Swarovski has been supplying luxury brands such for decades. PHOTO: COURTESY OF SWAROVSKI
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SINGAPORE - For more than a century, Swarovski had been chugging along, making its name through supplying crystal glass to brands and retailers around the world and later creating its own jewellery designs.

It became synonymous with crystals, in the same way tissues are with Kleenex or an Internet search is with Google.

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