Swarovski has handed its global media business to Havas Media.

The media account for the crystal jewellery firm spans 35 countries with a particular focus on the US, China, UK, Canada, Italy, France, Germany, Hong Kong, Korea, Australia, Spain, Mexico and Brazil.

Havas Media will take over the account, which includes social and programmatic activity, from ZenithOptimedia on 1 January 2017.

Privately-owned Swarovski has not revealed the size of the account, but it has grown significantly since 2008 when it encompassed 18 countries and was worth €22m.

Swarovski senior vice president of branding, communication and media Alessandro Vergano said: “The team at Havas Media impressed us with their responsible, yet imaginative and passionate approach – characteristics that are core to our company‘s culture.

“Their strategic proposal was exactly what we need to help us achieve our goals as we move into our next phase of business development.”

Havas Media global managing director Dominique Delport added: “From the start we knew we had found something special – it was more than chemistry – it was a shared vision and passion.

“It was also clear we have a mutual focus on digital transformation. We know how important it is to keep the value that Swarovski has built up since 1895, but to also keep moving forward so that Swarovski can continue to design and deliver for the future. I know Swarovski will become one of our most valued long-term partners and we cannot wait to get started.”

Swarovski has worked with incumbent ZenithOptimedia for the past nine years.

A Zenith spokesperson said: “We are surprised by Swarovski’s decision to move the account without a competitive pitch, especially given the exceptional quality of work that we have consistently delivered over the past nine years.

“We will continue to work with Swarovski until they transition the business at the end of this year.”