Swarovski Optik

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Swarovski Optik has had a deep affinity for nature ever since founder – Wilhelm Swarovski – first field-tested prototype binoculars by scanning for distant wildlife on the spectacular mountain sides of the Austrian Tyrol where he was born. While his primary motivation was to build a binocular that would enable him to pursue his interest in astronomy, he also developed a deep love of the surrounding countryside and for the creatures that lived there.


Today Swarovski retain Wilhelm’s values and his passion for nature and the environment lives on, deeply engrained in their philosophy.

“As a family business with strong roots in the Tyrol, a region of extraordinary natural beauty, we see it as our duty to safeguard our natural environment and biodiversity. For more than 60 years, Swarovski Optik has aimed to inspire and encourage people to treat Mother Nature with care and respect. At the end of the day, an intact natural environment is essential for humanity, and a richness of floral and faunal biodiversity a guarantee of unforgettable experiences and precious moments.” Mrs. Carina Schiestl-Swarovski – CEO Swarovski Optik.

Swarovski’s deep commitment to nature is nowhere more evident than in their considerable and active involvement in conservation.

In August 2008 Swarovski Optik became a BirdLife Species Champion for the Critically Endangered Sociable Lapwing in order to help BirdLife prevent its extinction. In addition to providing funding that is supporting the tracking, monitoring and protection of the birds you can follow here through The Amazing Journey website, Swarovski has also generously donated many top-of-the-range binoculars and telescopes to the project.

The optical equipment has all been distributed to our project partners throughout the Sociable Lapwing’s flyway to enable them to observe and monitor birds in close up, even when difficult field conditions hamper viewing. Monitoring details of specific birds can be challenging for even the sharpest eyes. Viewing colour rings on the legs of small birds in a heat haze or during a rain storm demands the use of precision optics and Swarovski know more than a thing or two about that!

Swarovski’s support for Sociable Lapwing conservation is just one example of the many conservation projects they support around the world that help protect threatened wildlife and the habitats in which it lives.

Andreas Pittl (Swarovski Optik’s Head of Marketing Nature) explains more in this video.