Interview With Michael Schmied and Reinhard Mahr

Reinhard Mahr: I’d like our company to remain a beacon of stability and maintain its focus on the future, both within the industry itself and for our employees around the world. In a market dominated by a few major players, we want to survive as a strong and independent brand.

Michael Schmied: I hope that the company stays young and continues to embody the pioneering spirit of the last few decades long into the future. With the courage to explore new things and the drive to get things done. Not just adapting to a changing world, but always being one step ahead. The perfect balance between perpetuating valuable achievements and striving for improvement and innovation in all areas—from design to production, from employee collaboration to the marketing of our products.

MS: If you look back at our company history, it soon becomes clear that innovation, courage, and a pioneering spirit have contributed significantly to the company’s success, and continue to do so today. We’re not satisfied with regulatory standards—we set our own. We strive to be the leader in terms of design and technology. This is reflected, for example, in our in-house materials, which are among the most innovative on the eyewear market. In the premium segment, you can only really stand out through quality—and that’s why we want to design and produce not only the most beautiful, but also the best eyewear. We create 3,000 new eyewear designs every year and we hold 55 patents. We’re also very proud to have received 130 international design awards.

RM: There’s no one secret recipe, it’s down to a combination of many things. Our own research and development department will come up with some great ideas. Various internal departments and our creative minds then masterfully turn these visions into reality. One of our strengths is definitely our focus on the future. But we don’t rest on our laurels. We’re constantly working to make what is good even better. Where others see risks, we see opportunities.

MS: As a family-owned business, we’re all about passing on a legacy to future generations—not just the next financial year. Our drive has always been, and still is, to create the most beautiful eyewear in the world, taking quality as read—in every aspect. The fundamental values of the Silhouette Group are: appreciating employees and colleagues, and constantly striving for innovation.

RM: Like any other company, we strive for growth. But in a sustainable way. We accept our responsibility towards society and the planet. We believe in respectful, open relationships with our employees, customers, suppliers, and consumers. The “Made in Austria” seal of quality is also important to us. It’s the only way we can keep our uncompromising promise of quality.

MS: Sixty years is a long time. All our visions would probably take more than just one interview to discuss. We’ll be confronted with completely new manufacturing technologies, new materials, even new products, and customer needs. Perhaps we can look more specifically at the next ten years first: with prescription eyewear, sunglasses, sports and full-service eyewear, we already have the perfect solution for many occasions. Being able to make every single customer a desirable and holistic offer to meet all their needs in these different areas is the biggest task in terms of marketing that lies ahead of us in the near future.

RM: As the saying goes: “Prediction is difficult—particularly when it involves the future.” But one thing is clear to us: in 2084, the brand desirability of our brand portfolio will remain high, and our brands will continue to captivate various customers through emotional storytelling, outstanding quality and top-notch design.