Swarovski CEO’s concentrate on “modern luxury” to return the 131-year-old firm to profitability
Swarovski is undergoing a significant brand transformation aimed at modernizing its luxury image by partnering with celebrities like Ariana Grande and Venus Williams, as well as incorporating popular Disney and Marvel characters. The company is embracing a ‘pop luxury’ concept that challenges traditional luxury norms, focusing on a more engaging and discovery-driven retail experience called Wonder Luxe. This approach has contributed to a strong financial turnaround, with 24 points of organic growth over four years and a 6% increase in 2025, outperforming the broader jewelry market. The CEO, the first non-family member to lead Swarovski, emphasizes balancing creativity with disciplined management through a ‘tight loose tight’ philosophy—being strict on company values and results while allowing some freedom for innovation. The brand continues to highlight its craftsmanship through its iconic crystal figurines, which remain an important part of the business. Despite challenges in consumer sentiment and a discretionary market, Swarovski remains confident but vigilant in navigating the evolving luxury landscape.
Original filename: 20260613_135051_Swarovski_CEO_Discusses_Brand_Modernization_and_Profit_Turna.mp4
——–
More on Bloomberg Television and Markets
Like this video? Subscribe and turn on notifications so you don’t miss any videos from Bloomberg Markets & Finance: https://tinyurl.com/ysu5b8a9
Visit http://www.bloomberg.com for business news & analysis, up-to-the-minute market data, features, profiles and more.
Connect with Bloomberg Television on:
X: https://twitter.com/BloombergTV
Facebook: https://www.facebook.com/BloombergTelevision
Instagram: https://www.instagram.com/bloombergtv/
Connect with Bloomberg Business on:
X: https://twitter.com/business
Facebook: https://www.facebook.com/bloombergbusiness
Instagram: https://www.instagram.com/bloombergbusiness/
TikTok: https://www.tiktok.com/@bloombergbusiness?lang=en
Reddit: https://www.reddit.com/r/bloomberg/
LinkedIn: https://www.linkedin.com/company/bloomberg-news/
More from Bloomberg:
Bloomberg Radio: https://twitter.com/BloombergRadio
Bloomberg Surveillance: https://twitter.com/bsurveillance
Bloomberg Politics: https://twitter.com/bpolitics
Bloomberg Originals: https://twitter.com/bbgoriginals
Watch more on YouTube:
Bloomberg Technology: https://www.youtube.com/@BloombergTechnology
Bloomberg Originals: https://www.youtube.com/@business
Bloomberg Quicktake: https://www.youtube.com/@BloombergQuicktake
Bloomberg Espanol: https://www.youtube.com/@bloomberg_espanol
Bloomberg Podcasts: https://www.youtube.com/@BloombergPodcasts
