Swarovski CEO's focus on "modern luxury" to return the 131-year-old company to profitability

Summary

Swarovski CEO Alexis Nasard discusses the 131-year-old Austrian crystal company's brand overhaul, positioning it as 'pop luxury' with a new retail concept 'Wonder Luxe,' celebrity collaborations, and a push into lab-grown diamonds. The company has returned to profitability, adding 24 points of organic growth over four years, 6% growth in 2025, and expanding three times faster than the broader jewelry market. Nasard emphasizes a disciplined yet creative management philosophy, targeting younger consumers while navigating a tough discretionary spending environment.

• Swarovski is implementing a 'pop luxury' strategy and new 'Wonder Luxe' retail experience to modernize the brand.
• The company has returned to profitability, with 24 points of organic growth over four years and 6% growth in 2025.
• Swarovski is outperforming the overall jewelry market, growing at three times its rate.
• Lab-grown diamonds are a key growth area, described as a 'triple win' for consumers.
• Celebrity collaborations (Ariana Grande, Venus Williams) and pop-culture figurines (Disney, Marvel, Star Wars) attract younger, broader demographics.
• The core target, post-1990s consumers, now represents 45-50% of sales, up from 21% in 2021.
• Nasard practices a 'tight loose tight' management philosophy: strict on values and results, allowing creative freedom in between.
• Consumer sentiment is at all-time lows and jewelry is discretionary, requiring vigilance despite strong momentum.