Marquis Waterford History

Save

A Waterford-labeled goblet with a suspiciously low price and a feel and look that is different from other Waterford pieces might make you doubtful about its actual origin. But it's genuine -- Marquis Waterford is the manufacturer’s mid-range brand, designed to appeal to younger, more moderate-income and contemporary buyers as they enter the crystal marketplace. Clean, simple lines dominate the pieces, which are crafted in Waterford’s German, Portuguese and Eastern European factories.

Waterford History

  • In 1991, looking to build its market reach and survive as a company, Waterford introduced the Marquis collection, its first new line in the company’s 200-year history. Marquis looks like Waterford’s fine crystal, but it differs in that it is not lead crystal -- it is crystalline, a quality, non-leaded glass. The Marquis line began with a few pieces, but the popularity of the collection grew quickly as demand increased. Today, the Marquis collection is front-and-center in most department stores, while traditional Waterford Crystal still remains a top seller, but displayed behind glass.

Manufacturing Techniques

  • Waterford crystal’s history is based on its adherence to extremely high production standards. Crafted and cut by hand by master cutters, no piece of Waterford that isn’t 100 percent perfect leaves the Irish factory. Less-expensive lines of Waterford, such as the Marquis Collection, while mouth-blown and hand-cut, reveal with a touch of the edges a less precise cut than on a traditional Waterford crystal piece. While the heft may be similar, the cuts are less intricate.

Understanding the Market

  • When the Marquis line was introduced it was met with criticism by marketing consulting firms, reported The New York Times in June 1991, just before the line was brought to retail.

    Some felt Waterford was downgrading its flagship brand and diluting its market. Waterford proved them wrong when the large middle-market started buying the Marquis line, encouraging Waterford to expand its designs. Blue and white packaging denotes the Marquis line, while Waterford crystal remains in its traditional gray presentation boxes.

Discontinuing the Line

  • While Waterford Crystal never discontinues a pattern, the Marquis line is marketed under a different directive. Extensive market research reveals which patterns are popular, and they remain in the portfolio. Lesser patterns, or lines that languish on the shelf, are discontinued. Once they've been discontinued, many Marquis patterns are found on the shelves of second-market retailers.

References

  • Photo Credit Paul Marotta/Getty Images Entertainment/Getty Images
Promoted By Zergnet

Comments

You May Also Like

  • How to Find the Value of Waterford Crystal

    Marquis Waterford History. Marquis Crystal is a line of crystal stemware manufactured by the Waterford Crystal Company in plants in Waterford, Ireland,...

  • Waterford Crystal Styles

    Marquis Waterford History. Marquis Crystal is a line of crystal stemware manufactured by the Waterford Crystal Company in plants in Waterford, Ireland,...

  • Waterford Patterns FAQ

    Marquis Waterford History. Marquis Crystal is a line of crystal stemware manufactured by the Waterford Crystal Company in plants in Waterford, Ireland,...

  • How to Identify Real Waterford Crystal

    Waterford Crystal--the mere mention of the name evokes a sense of prestige and beauty. Those who have held a carefully crafted Waterford...

  • How to Identify Patterns in Crystal Vases

    How to Identify Waterford Crystal Patterns; How to Identify Crystal Patterns; Comments. Related Ads. View Photos Shared Family Time With Your Small...

  • History of Hofbauer Crystal

    Hofbauer Crystal Co. of West Germany produced collectible lead crystal in the mid ... George and William Penrose founded Waterford Crystal in...

  • Value of Lead Crystal

    Value of Lead Crystal. ... Most people have heard of Waterford crystal, pieces of glass made into intriguing and unique shapes for...

  • How to Tell the Difference Between Glass and Crystal

    How to Tell if Waterford Crystal Glass Is Real. Waterford Crystal, whether it's a wine goblet or a vase, evokes class and...

Related Searches

Read Article

5 Small Entryway Decorating Ideas

M
Is DIY in your DNA? Become part of our maker community.
Submit Your Work!