SWAROVSKI OPTIK sets the global standard for precision optics. Their digital presence needed to match. A full MACH-based commerce and content platform – 16 countries, 99.99% uptime.
Five years of continuous operation, global growth, and zero compromises on performance.
of direct-to-customer e-commerce, with further international rollouts in progress. New country launches now take days, not months.
unique pages across all countries and locales, consistently scoring 4×90+ in Lighthouse – speed and scale without compromise
uptime since launch – on infrastructure that Bright Global runs and continuously optimises on AWS
SWAROVSKI OPTIK’s internal IT involvement in e-commerce operations – the measure of a platform that truly runs itself.
From content modelling to AWS operations – a fully integrated engineering service.
End-to-end implementation of Contentful (CMS) and commercetools (commerce) – content modelling, system configuration, custom extensions, and ongoing platform development.
Development of a custom React.js/Node.js storefront consistently scoring 4×90+ in Lighthouse, combining data from multiple systems in real time with full SSR for SEO.
Custom integrations between commercetools, Salesforce, ActiveCampaign, Adyen, Intercom, Tealium, and the ERP system – including order flow, dealer data, and marketing automation.
Design and development of purpose-built features: 3D model viewer, guided selling, dealer locator (3,500 locations), and a fully configured chatbot with custom extensions for repair status, order tracking, and product guidance.
Operation, monitoring, and continuous optimisation of the entire custom infrastructure on AWS – including CI/CD pipeline, security hardening, backup, and scaling.
All customer data and sensitive information is processed and secured under ISO 27001:2022 – one of the first small agencies in the EU to hold the current certification.
Key Partners on This Project
SWAROVSKI OPTIK is an Austrian family-owned company with a global reputation for precision optics – binoculars, spotting scopes, and rifle scopes for birdwatchers, hunters, and nature enthusiasts.
The company operates direct-to-customer e-commerce across 16 countries while maintaining a worldwide network of approximately 3,500 specialist dealers.
With a small internal IT team and an uncompromising commitment to visual quality and brand experience, SWAROVSKI OPTIK needed a partner who could combine technical excellence with deep understanding of premium commerce.
Four chapters of a transformation that is still running today.
SWAROVSKI OPTIK had a clear vision – a digital experience matching the quality of their products. Rich imagery, video, personalised content for hunters and birdwatchers, D2C commerce across 16 countries. The reality: a legacy monolith that paralysed every development effort. New features took months. IT infrastructure was shared with a sister company, not designed for a small, agile e-commerce team. They knew exactly what to build. The foundation simply would not allow it.
The capabilities behind our work for
SWAROVSKI OPTIK.
