It is pretty clear that fashion is gaining importance even on the electronic devices market so the announcement of a partnership between Philips and Swarovski comes as no surprise.

We are combining luxurious design with the practical, everyday benefits of consumer electronics to complement Philips’ brand promise “sense and simplicity” and Swarovski brand promise of Poetry & Precision” said Rudy Provoost, Chief Executive Officer, Philips Consumer.

The first fruit of this partnership will be the Active Crystals line of products which will include special sound accessories and storage devices, however more items are expected to come later. The Colette concept store in Paris will be the first to host a limited collection from the Active Crystal family this June, but more products will be available in Europe, North America and Asia starting August 2007.

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