Swarovski Optik Store. Press release

On 27 June 2023, SWAROVSKI OPTIK, a leading supplier of high-precision optical instruments, will open its first ever store on the grounds of Swarovski Kristallwelten in Wattens. The Tyrolean family-run business is thus taking the next important step in its growth strategy. Direct interaction with nature lovers from all over the world plays a central role in this.

The new store showcases the full range of binoculars, telescopes and accessories, as well as the brand’s own clothing line. Visitors also get to experience the world of SWAROVSKI OPTIK first-hand. “Direct contact with our users has always been extremely important to us. We are delighted that visitors to this venue can not only try out the latest generation of optical products, but also experience us as a brand and engage in direct dialogue with us,” says Stefan Hämmerle.

“Here at SWAROVSKI OPTIK, we have placed a love of nature at the heart of everything we do. The concept behind the new store is also guided by this. As soon as you step inside, you can feel that love of nature first-hand. In the construction, we placed the utmost importance on using durable and natural materials. The clay wall is a real highlight for me. I’m also delighted that many elements of the fit-out were crafted by local craft businesses, all of which are based within a radius of no more than 105 km,” says Carina Schiestl-Swarovski.

Natural and durable materials such as ash are used in the high-quality interior design. The feature walls create a sense of depth thanks to vertically mounted solid timber slats and were inspired by a view of the forest. Stones from a nearby quarry and a striking tree stump bring nature into the interior. The large glass façade blurs the boundary between indoors and outdoors, offering exciting views. In a cosy lounge area, visitors can relax and enjoy the impressive views of the Tyrolean mountains. The roof of the new SWAROVSKI OPTIK store is elaborately covered with native plants such as ivy, wild vine, hops and

grasses. Outside the store, the SWAROVSKI OPTIK MEX e-bike offers another attraction, allowing visitors to test a wide variety of long-range optics directly on site with ease.

The Swarovski Crystal Worlds in Wattens are the perfect location for the first SWAROVSKI OPTIK store. Situated at one of Austria’s most visited attractions, it will appeal to an international audience as well as a wider target group. Stefan Hämmerle, Director of Marketing & Sales, comments: “At the Wattens site, we want to inspire people of all ages and from all corners of the world with a passion for high-quality optical products. Looking through a pair of binoculars makes it immediately clear just how intimately we can experience nature with them and what wonderful discoveries await us.” The new store offers an additional touchpoint for nature enthusiasts from all over the world, complementing the existing specialist retail outlets. Stefan Isser, Managing Director of Swarovski Crystal Worlds, is delighted with the expanded offering for visitors: “International guests in particular experience their first moment of wonder as soon as they arrive at Swarovski Crystal Worlds, when the peaks of the Alps, combined with the crystal cloud, offer a unique panorama. In the first SWAROVSKI OPTIK store, guests now have the opportunity to enjoy this view even more fully and to explore and try on SWAROVSKI OPTIK’s range of outdoor products all in one place.”