Swarovski recently held its 2008 ENLIGHTENED - Swarovski Elements Watch Design Contest. The entire competition was performed with the aid of cutting-edge internet technology, and participants were able to present their designs to a large international audience, owning to the internet.

ENLIGHTENED - Swarovski Elements (formerly Signity) is the new product brand for Swarovski’s precision-cut genuine gemstones and created stones. Entry to the competition was open to both amateur and professional designers. There were two ways to participate - using an online watch configuration tool or via the possibility of uploading freely created designs. The company promoted its competition using the media of viral marketing (via internet), with banners on selected websites, online forums, and 17 international universities and design schools committing their contribution to promoting the event.

An online voting poll using the Web 2.0 technology was also designed for viewers and participants to select their favourite designs and make suggestions or opinions, upload photographs. The competition was judged by a jury headed by Swarovski family member Nadja Swarovski-Adams. The jury included Nadja Swarovski-Adams, Vice President International Communications at Swarovski, international jewellery designer Pippa Small, Patrice Reynaud, Head of Design and Development Watches for Daniel Swarovski and Birgit Rieder, Head of the Gem Creative Team at the Synthetic and Gemstone Business of Swarovski. Selection criteria was based on creativity in design and source of inspiration, uniqueness of the idea and technical innovation, feasibility of producing a prototype and/or a commercially viable model, use of gemstones and created stones and wearability. The competition, which ran for eight weeks, offered cash prizes for the four best freely created designs.

Altogether 142 designs were selected from the 757 submissions and the jury then chose the final winners from a shortlist of 30 entries.

Eugen Dirksen of Germany won the award in the category of freely created design for his “Julius” model expressed in back-printed glass, leather and ENLIGHTENED - Swarovski Elements created stones. The designer emulated the belief that ‘Time is the most valuable thing in life’ He was awarded the cash prize of € 3,000. The second place was given to Oved Valadez of Portland, USA, for his creative “Gem: Modern Craft” uses translucent smoked ENLIGHTENED- Swarovski Elements genuine gemstones, laser-etched treated leather and polished metal with engraved branding. He was honoured with a cash prize of € 2,000. Isabelle Lopes, a designer from Shenzhen, China, won the third place for “Shine”, an ingenious series of four rings spinning alternately on horizontal and vertical axes that were inspired by gyroscopes and ancient maps. Gold plated stainless steel, a 5 1/2 slim movement and full paved prong set ENLIGHTENED- Swarovski Elements Spessartite and Topaz in six shades from light yellow to dark orange makes up Shine. Isabelle received a cash prize of € 1,000.

A special prize for the most innovative entry went to Wang Qian from China. His creative- “Samsara” bracelet watch, which was named “Most Innovative” employs ENLIGHTENED - Swarovski Elements genuine gemstones. He received € 500 and an ENLIGHTENED - Swarovski Elements Limited Edition USB stick for his innovative entry.

The selected designs form the competition will be presented at the BaselWorld 2008.