Swarovski jewellery to grow by 6% in 2025

The year 2025 was another year of growth for Swarovski, the Austrian group founded in 1895: the Crystals division, the core business and to which crystal, jewellery and accessories belong, ended the year up 6% to EUR 1.969 billion, supported by a like-for-like increase of 9% where it recorded increases in 9 out of the 10 largest markets. The improvement was driven by North America (+10%) and directly operated channels. Ebitda was up 12% year-on-year, accompanied by cash generation.

"Our steady progress has continued in 2025 despite a difficult environment: we have recorded generalised growth in sales, strengthened profitability and now also cash generation, and achieved new levels of brand desirability, consolidating the Swarovski brand as a cultural icon in the "Pop Luxury" sector," said ceo Alexis Nasard, the first to lead the group without being part of the founding family, which in any case participates in the management. Together with Giovanna Battaglia, who was appointed Swarovski's first creative director in 2020, they developed the "LUXignite" strategy to make Swarovski a "pop luxury" brand, thus offering different product types and ranges. A strategy that allowed Swarovski to return to profit in 2024 after five years.

The ceo also reorganised Swarovski's business, dividing it into three parts: Swarovski Crystal Business, which operates in over 140 countries with 2,200 direct shops and a multi-brand network; Swarovski Optik, the optical engineering division; and Tyrolit, one of the world's leading manufacturers of abrasive tools.

'The strategy is delivering the expected results,' Nasard continued, adding that 'today we also benefit from solid governance'.

The environment will continue to be difficult, says the note released by the group, due in part to the volatility generated by the conflict in the Middle East and continued weak consumer sentiment.