Swarovski reported steady revenue growth in 2025, even as it prepares for a more uncertain operating environment in the year ahead. The crystal maker recorded organic growth of 6%, with annual revenue reaching €1.97 billion, up from just over €1.9 billion the previous year.
The family-owned brand, which typically releases limited financial details, noted that growth was broad-based across regions, with North America emerging as the strongest performer, delivering double-digit gains.
A key driver of brand momentum has been its collaboration with global pop icon Ariana Grande, who serves as a brand ambassador. The company recently unveiled its second capsule collection with the artist—a 29-piece line inspired by nature, featuring motifs such as flowers and dragonflies. Swarovski credited the partnership with boosting global engagement and strengthening emotional connections with consumers.
The year also marked a milestone for the brand as it celebrated its 130th anniversary with special launches, including the Vienna collection and innovations such as a new octagon cut for lab-grown stones. CEO Alexis Nasard said the company delivered consistent progress despite a challenging backdrop, highlighting improvements not only in revenue but also in profitability and cash generation, alongside rising brand desirability in the “pop luxury” segment.
However, Swarovski signalled caution for 2026, pointing to a volatile geopolitical climate and continued softness in consumer sentiment as potential hurdles. Despite these pressures, the company remains committed to long-term growth through disciplined execution of its LUXignite strategy, launched in 2022 to reposition the brand and strengthen its market presence.
Creative direction continues to play a central role in this transformation. Global creative director Giovanna Engelbert described the latest collaboration with Grande as a shift toward a more imaginative and expressive aesthetic, drawing inspiration from fantasy gardens and the aurora borealis. The collection blends Swarovski’s craftsmanship with a more playful, emotionally driven design language.
As the company navigates a complex global landscape, Swarovski is betting on creativity, collaborations and brand storytelling to sustain its momentum and reinforce its identity in the evolving luxury jewellery market.
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