Family Value

Founded in 1917, the family business is now run by the third generation, Hermann Gmeiner-Wagner and his wife Katharina, and the fourth generation, Antonia and her brother Felix. After numerous expansions over the past decades, Wagner is one of Austria’s leading jewelry companies, showcasing its craft at two locations in Vienna’s city center, as well as in the exclusive Rolex and Tudor Boutique by Wagner. Here, the family talks about design, opportunities, and jewelry secrets. Are jewelry and luxury timeless? Family Gmeiner-Wagner: Jewelry is traditionally gifted for special family occasions such as engagements, weddings, birthdays, or anniversaries. This way, a piece of jewelry often becomes part of a family’s story, and even decades later, people fondly remember the occasion for which it was gifted. We place great value on ensuring the design of Wagner collections is timeless. We often refer to this as “Contemporary Design,” ensuring the jewelry remains relevant and cherished even decades later or by the next generation. What ideas and future steps are associated with the renovation and reopening of your boutique on Graben? Our Graben boutique opened in 2011. Since then, colors, materials, technology, and our customers’ demands have changed. So, it was time for a “refurbishment” of our boutique. It was important to us that the architecture be modern and elegant, without feeling cold or unwelcoming. The comfortable atmosphere, which we have always prioritized, should remain even after the renovation. The next step into the future is already scheduled: in early 2025, the Rolex Boutique will double in size, and starting in summer 2025, our flagship store on Kärntner Straße will be renovated. In September, you opened Austria’s first Tudor boutique… When Rolex and Tudor wanted to expand to Austria 70 years ago, Juwelier Wagner was a partner from the very beginning. This long-standing collaboration led to Austria’s first Rolex Boutique 13 years ago, and now to the first Tudor Boutique. Location is key to establishing an agreement with international brands. Luxury brands prefer to have other luxury brands as neighbors! What impulses does the “next Wagner generation” want to set? Our daughter and son have been actively working in the company for seven and eight years, respectively, after completing their studies and gaining experience in other fields. They have taken over almost all aspects of the “daily business.” The renovation of the Graben boutique was our first major project together. You have shone for over 100 years. What is the secret to your success? There is no true “secret recipe”! We’ve always tried to anticipate developments in the economy and trade early on to adapt promptly. A key factor has always been that, as owners, we are dedicated and enjoy working, and we continually reinvest the profits back into the company. And, of course, a loyal and motivated team is crucial for any successful company. What opportunities and challenges do you foresee for the future? We’re excited to expand the Rolex Boutique and remodel the flagship store on Kärntner Straße next year. We believe we’ve taken the right steps to eventually pass the business on to our daughter and son. It’s important to us to thank our loyal customers for their decades of support, often spanning generations, and their trust in our company.