Swarovski has been on the market over 100 years. The main market the company has is focused on woman's collection. It also creates pieces for kids that are presented by jewelery and Disney crystal characters. It has been very successful on these markets because in the United States women handle 75 percent of family finances and influence 80 percent of consumer purchases. Gender segmentation plays an important role in Swarovski's marketing.
Swarovski is a crowd-pleaser. After creating itself on the market based on women, the company decides to launch man's jewelery collection. This is the first man collection that is coming to the stores in January 2011 has been created for the increasing range of man shoppers. Nathalie Colin, Swarovski creative director, said: “Unlike our women’s jewellery collections which are characterized by bright colours and bold crystals, we have focused here on a cleaner, purer interpretation of brilliance. Secretive, mysterious and metallic, the men’s collection celebrates the timeless elegance and beauty of black tones” explains Nathalie Colin.
Man's collection 2011 includes not only clean, business-like and elegant pieces but also makes a liberal, rock and roll look that can accessorize any party weekend. It is presented by 6 different themes, and employs ceramic and faceted crystal. It's a very big step for Swarovski because it expands the borders of Swarovski's marketing that will bring new customers. Now men can enjoy the beauty and elegance of the pieces as well as ladies can buy not only jewelery for themselves but also for their loved ones. 
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