Paris, Fusing lifestyle, technology and fashion, Philips announced today a new partnership with the world famous crystal and jewellery company Swarovski. The alliance combines Philips leadership in bringing innovative consumer lifestyle electronics products with Swarovski’s expertise in creating fashion crystal jewellery and handbags collections to produce meaningful fashionable accessories for women.
Leveraging both companies’ strengths, Philips and Swarovski have jointly designed and developed a range of new and unique products that will take technology to a new, fashionable level for women. The Philips and Swarovski alliance will develop new market opportunities for each company by integrating high fashion and technology.
The first fashionable innovations created by Philips and Swarovski are the Active Crystals range of products which will be launched this summer includes sound accessories and storage devices.
"Philips alliance with Swarovski combines two distinct and strong brands in order to create a unique proposition for consumers,” said Rudy Provoost, Chief Executive Officer, Philips Consumer Electronics. “The outcome of the alliance is a range of products that go back to the essence of what many women are looking for: The fusion of functionality and fashion through a unique combination of technology and elegance. We are combining luxurious design with the practical, everyday benefits of consumer electronics to complement Philips’ brand promise "sense and simplicity" and Swarovski brand promise of Poetry & Precision".
Combining Simplicity and Poetry of Precision
The new range is the first result of the Philips and Swarovski alliance focusing on providing performance and class, offering technology with style and demonstrating a feeling of movement and activity combined with fashionable innovation. Targeted towards fashion conscious women, the products combine the technologies of both companies to create unique, high-end products with a luxurious look and feel.
“The Philips and Swarovski alliance brings together the greatness of two companies with common values of uncompromising focus on quality, design and technological innovation,” said Daniel Cohen, Member of Swarovski’s Executive Board. “Both brands have distinct identities, rich histories and a passion to re-invent and enhance their value propositions, pursuing both brand repositioning and commercial goals. The result of this partnership will be a series of products that will provide women and consumers with meaningful and fashionable products that will enhance their lives.”
Swarovski is a well-known brand in the fashion and jewellery industry. It brings credibility, style and design to the alliance and an opportunity to create a unique product proposition with Philips. Unlike other products using the Swarovski crystal stones, the Active Crystals combine unique elements of functionality and fashion: truly jewels with a soul.
A limited collection will be available for a June sneak preview at Colette, the concept store in Paris. The full Philips and Swarovski Active Crystals range will be commercially available in Europe, North America and Asia in department stores/consumer electronics retail and in the Swarovski stores as of August 2007.
Souurce : assodigitale.it