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credit:swarovski
credit:swarovski

Swarovski opens first optical store

The newly opened Swarovski Optik Shop is located in the Swarovski Crystal Worlds in Wattens, Austria, a combination of park and museum.

A clay wall, stones from a nearby quarry or a striking rootstock bring nature into the interior, while the roof of the new Swarovski store is lavishly planted with native plants such as ivy, wild vine, hops and grasses. The entire range of binoculars and telescopes is presented in an area of around 50 sq m, as well as practical and well thought-out accessories and the company’s own clothing line. In a cozy lounge area visitors:inside can come to rest and enjoy impressive views of the Tyrolean mountains.


See the unseen’ is also the motto outside the store. Another attraction is the Swarovski Optik Mex e-bike, where visitors can easily test a wide range of remote optics directly on site.


“We have been working consistently for many years on expanding our sales channels for our end customers as part of our forward integration. The opening of the world’s first Swarovski Optical Store is now the next major milestone,” said Carina Schiestl-Swarovski, Chairwoman of the Advisory Board at Swarovski Optik.