Word: buchbauer
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...Establishing authenticity is very important for all luxury companies," says Robert Buchbauer, 40, a great-great-grandson of the founder who directs the company's consumer-goods business. "The more interchangeable products become, the more important it is, but so far we're in the lucky position that our product is unique...
...this sunny, clear day in the Austrian Tyrol, Langes-Swarovski and Buchbauer, two of the 20 family members who manage and work in the privately held company, are seated at a table in a conference room at the corporate headquarters. Floor-to-ceiling windows provide a view onto the 60 other buildings of the corporate and factory complex, which include a water-purification center. There are five cranes on the property, a sign that business is good...
Langes-Swarovski explains that the Xilion is cut with 14 facets instead of the usual eight. "But it's not actually the number that's the most important; it's the angle of the facets," says Buchbauer, pointing out a pattern in which sizes and shapes alternate. "Several years back, we looked around the marketplace and saw our competitors getting stronger and advancing technically. There was market demand for a new, more brilliant stone. We had always claimed to be the innovation leader, so we knew it was time to bring out the next generation...
...could certainly copy the Xilion, but building the machines to produce high volumes?Swarovski says its loose-stone production is in the double-digit billions?is the obstacle. "You could hire 200,000 people in China, and they would do the same quantity for probably a lower price," says Buchbauer. "But you could never, ever come out with the same quality. You could never achieve the same standardization...
None of the cousins have worked harder to make a place at the fashion table for Swarovski than Nadja Swarovski, 36, a London-based cousin of Buchbauer's and Langes-Swarovski's. In a previous job at a New York City p.r. firm, Nadja says, she realized Swarovski had not been effective at communicating its link with fashion. She launched several initiatives, including setting up a showroom in New York, where American designers are invited to paw through 200 drawers filled with crystals. There are event sponsorships and clever collaborations with fashion and interior designers, the most successful of which...
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