The company is split into three major industry areas: the Swarovski Crystal Business, which primarily produces crystal glass, jewelry, rhinestone, watches and accessories; Swarovski Optik, which produces optical instruments such as telescopes, telescopic sights for rifles, and binoculars; and Tyrolit, a manufacturer of grinding, sawing, drilling, and dressing tools, as well as a supplier of tools and machines.

[1] Daniel Swarovski was born in northern Bohemia (now the Czech Republic), 20 km (12 miles) from the current border with Poland.

This factory was home to the first crystal-cutting machines that revolutionized the jewelry business by creating a method for the mass production of crystals.

[1] Buchbauer had previously served as chairman of the company's executive board and as head of its consumer goods division, positions he retained after being appointed as CEO.

[11][14][15] Tasked with the full creative direction of Swarovski and with the responsibility to "re-imagine [its] product portfolio across all divisions",[13] Engelbert released her first retail collection for the company in February 2021 with a second collection released in September of the same year; both drew on archival references to designs that founder Daniel Swarovski had created for the company.

[21] Further shake-ups to the company's management would follow in late 2021; less than 18 months into their roles, Robert Buchbauer and Mathias Margreiter were announced to be stepping down from their CEO and CFO positions.

[24] In its report to the state police on 14 February 1947, the Innsbruck district administrator called company head Alfred Swarovski "an enthusiastic member of the NSDAP.

[26] The company exploited its political connections and stewardship of the regional business association to emerge stronger from the Nazi era.

[27] The contemporary Swarovski company commissioned historian Dieter Stiefel as "a step towards dealing with our history in a serious and very pro-active manner," board spokesman Markus Langes-Swarovski said in 2018; however, the study was not published because, Langes-Swarovski said, "Swarovski is a company that generally tries to keep the owners' personal stories largely out of the public eye because it does nothing for the business.

"[28] Swarovski produces products such as glass sculptures, miniature, jewellery, rhinestones, watches, home decor and chandeliers.

[29] Swarovski glass is produced by melting a mixture of quartz sand, soda, potash and other ingredients at high temperatures.

[36] In 2014, Tristan da Cunha issued a five crown Christmas coin in which a small Swarovski crystal is set in the guiding star behind a coloured picture of one of the magi.

The company runs a crystal-themed museum, the "Swarovski Kristallwelten (Crystal Worlds)" at its original Wattens site (near Innsbruck, Austria).

Swarovski work was exhibited at Asia's "Fashion Jewel5ry & Accessories Fair" based on the concept of a single continuous beam of fragmented light travelling through a crystal.

The American singer Madonna wore a Swarovski crystal dress in her Rebel Heart Tour while performing her song Music.

[58] Japanese group Arashi's 2018-2019 concert tour 5x20, with which they celebrated a 20 year career in the music business, featured more than 2 million Swarovski crystals in their backdrop, gondolas and costumes.

[62] For the 2018 Fashion Show, Victoria's Secret model Elsa Hosk wore a Fantasy Bra featuring over one million dollars' worth of Swarovski crystal.

[64] ElektroCouture owner Lisa Lang said that the dress was inspired by electrical diagrams and correspondence that took place between the actress and fashion designer Jean Louis in 1958.

[66] For New York Fashion Week in 2018, Swarovski collaborated with Jason Wu, Alexander Wang, Brandon Maxwell, Gabriela Hearst and Rosie Assoulin.

[67] A notable client of Swarovski was Liberace, who acquired a large number of their rhinestones and used them to cover many items he owned, including his piano and his car.

[70] Since 2004, Swarovski has provided the 2.7-meter-diameter (9 ft), 250-kilogram (550 lb) star or snowflake that tops the Rockefeller Center Christmas Tree in New York City.

In 2018, celebrity chef Nadiya Hussain, TV personality Katie Piper, and CoppaFeel founder Kris Hallenga, were announced as Swarovski's latest ambassadors, and starred in the brand's ongoing #BrillianceforAll campaign.