Mercedes-Benz releases limited edition key fitted with Swarovski crystals

Article by Christian Andrei, on November 15, 2010

Mercedes-Benz Japan and Swarovski of Austria have teamed up to develop a key design suited to Japanese lifestyle and fashion tastes. They came up with these car keys that are studded with Swarovski crystals, giving an air of exclusivity and the right proportion of shine.

Hand-crafted Swarovski crystals, which are in shades of pink or black, have been embedded along the long sides of the keys. Only 800 samples will be created of the limited edition keys.

This accessory is offered to Mercedes-Benz customers aside from the two standard keys, for at an additional cost of US $515 (EUR 367). Dirk Reimelt, project leader at Business Innovation, said that this partnership put together two premium brands.

These companies are known for their outstanding quality, creativity and fascinating design, hence they match each other perfectly. The special key will be offered first in Japan but if the pilot phase succeeds, the project can be extended to other markets.

This Daimler-Swarovski collaboration has managed to bring two premium brands together and allowed them to continue setting new standards for their products, commented Dirk Reimelt, a project leader at Business Innovation.

The two brands, Reimelt added, are known for their creativity, attractive designs, and superior quality and thus are able to complement one another. The company is delighted to partner with Swarovski to express the idea proposed by its staff members in a more tangible form, Reimelt said.

This is due to the Daimler "Business Innovation Community", a Web 2.0 platform found on the company’s intranet. This is a site where employees located around the world can place business ideas. Colleagues from the other regions or even from different departments are then asked to comment on the ideas presented, evaluate them, and develop them if necessary.

Started in October of 2007, more than 2,000 staff members have joined the "Business Innovation Community" and proposed 1,500 business ideas.

Of the many ideas already put forward, 58 have been identified to be promising while eleven have been started by the company in the form of pilot projects in the market. Examples of these include the Mercedes-Benz Driving Academy, Mercedes-Benz Young Classics, car2gether, and car2go.

Press Release

Mercedes-Benz keys given the Swarovski treatment: Fine crystals and the three-pointed star shine together

The inventors of the automobile and the inventors of the Aurora Borealis crystal effect today introduce to the market an outcome of their cooperation: a car key upon which more than 200 fine SWAROVSKI ELEMENTS sparkle alongside the Mercedes-Benz star. A limited edition of 800 of these luxurious keys will initially be offered to customers in Japan. The idea of decorating Mercedes-Benz keys with SWAROVSKI ELEMENTS was born in Daimler's own internal "Business Innovation Community".

"This cooperation brings together two premium brands that continue to set new standards with their products. Both are synonymous with outstanding quality, creativity and fascinating design, and so complement each other perfectly. We are therefore delighted to have been able to join forces with Swarovski to bring this idea from our staff members to life in very tangible form", comments Dirk Reimelt, project leader at Business Innovation.

The key design was developed jointly between Mercedes-Benz in Japan and Swarovski in Austria – specifically to suit Japanese lifestyle and fashion tastes. The long sides are both set with crystals, with a choice of pink or black available. The keys are individually and meticulously hand-crafted by Swarovski. This elegant lifestyle and fashion accessory is available to Mercedes-Benz customers in addition to the two standard keys at an additional cost of 367 euros. Following the pilot phase in Japan, it will be checked if the project could be extended to other markets.

Business Innovation: creative incubator for new business ideas

The Daimler "Business Innovation Community" is a Web 2.0 platform on the company's intranet, where employees from all over the world are invited to put their business ideas forward. Colleagues from other departments and regions then comment on them, evaluate them and develop them further. Established in October 2007, the "Business Innovation Community" now embraces 20,000 members of staff, who have put forward 1,500 business ideas. From among these, so far 58 very promising ideas for the company have been identified and eleven of them initiated through pilot projects in the market. These include projects such as car2go, car2gether, the Mercedes-Benz Driving Academy and Mercedes-Benz Young Classics.

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