Austrian jewellery and accessories brand Swarovski has introduced its new Jean Paul Gaultier-designed Kaputt collection into travel retail.
The range was highlighted at the recent TFWA World Exhibition in Cannes and features in a global marketing campaign with Swarovski’s new face, American fashion model Karlie Kloss.
Swarovski Vice President Travel Retail Peter Zottl described the collection as “modern, eccentric and funky”. The range includes necklaces, bracelets, rings and reverse hoop earrings with ‘raw’ crystals set in ruthenium plating.
One-size-fits-all Crystaldust bracelets were also showcased at the exhibition. Zottl said the “blockbuster” line followed the trend for stacking jewellery.
The bracelets, and the brand’s range of smartphone cases (including for the iPhone 7), underlined Swarovski’s aim to adapt to new trends, Zottl explained.
“It is the right time to make changes as Swarovski moves to meet the demands of a new generation of travellers,” he said.
Earlier this month Swarovski opened a new branded outlet at Malé International Airport in the Maldives.
Markets in China, Brazil and Russia are earmarked for expansion, Zottl said. He also highlighted the brand’s extended presence in India. “Based on a strong presence in Mumbai Airport, and further to The Trinity Forum, Rajiv Gandhi International Airport – about 20km south of Hyderabad – may come as a next step in India,” Zottl concluded.
