Swarovski Posts Strong 2025 Revenue, Warns of Tougher Year Ahead

Swarovski delivered 6% organic growth in 2025, pushing revenue to €1.969 billion, or roughly $2.27 billion, an increase from just over €1.9 billion in 2024. The numbers represent a milestone for a company that, as a family-owned business, typically shares limited financial information.

The growth was supported by a 9% increase in like-for-like sales, with gains recorded in nine out of the company's top 10 markets. The company noted that 2025 growth came in all regions, led by North America, up 10%. Swarovski jewelry significantly outperformed the broader market during the period, while the business-to-business segment renewed its commercial plans and optimized manufacturing capacity.

CEO Alexis Nasard framed the results as proof that the company's four-year-old turnaround is working. "Our consistent progress continued in 2025 despite a challenging environment, as we delivered broad-based, top-line growth, strengthened profitability and now also cash generation, and reached new heights of brand desirability, anchoring the Swarovski brand as a cultural icon in the pop luxury space," Nasard said. The group's EBITDA rose 12% compared to the previous year, accompanied by strong cash conversion.

The financial results land against a backdrop of significant brand activity. The 2025 fiscal year marked the 130th anniversary of the company, an occasion celebrated through the launch of the Vienna Collection and the introduction of the Swarovski Created Diamonds Octagon Cut. The Octagon is a new collection centered around a proprietary cut of the same name, designed by Global Creative Director Giovanna Engelbert, who took its shape from the House logo. Each stone features 57 facets: 32 on the pavilion, 24 on the crown, and one on the table, with a step cut on the crown and a princess cut on the pavilion. The collection features IGI-certified laboratory-grown diamonds, which are identical to mined diamonds in every way but origin.

The year also saw the introduction of Ariana Grande as global ambassador, with the company crediting her for igniting excitement and emotional connections around the world. Just this week, Swarovski dropped its second capsule collection with Grande, a 29-piece collection of garden-inspired jewelry with flowers and dragonflies as the main motifs. Collaborating with Grande has been a central pillar of the LUXignite strategy, the turnaround plan the Wattens, Austria and Männedorf, Switzerland-based company initiated in 2022 to reposition itself in what it calls the "pop luxury" segment. Swarovski Crystal Business operates in more than 140 countries worldwide, with 2,200 boutiques complemented by a network of selected multibrand partners, and employs approximately 18,300 people globally.

The confidence in 2025's numbers coexists with a frank warning about what comes next. "The operating environment in 2026 will continue to be challenging, with geopolitics getting increasingly volatile with the latest Middle East conflict, in addition to endemically weak consumer sentiment," the company stated, adding that it "remains steadfast in its commitment to long-term value creation and to disciplined execution under the LUXignite strategy."

The dual signal, strong results paired with a candid caution, reflects the reality facing much of the accessible luxury market right now. Swarovski's jewelry category outpaced the broader market in 2025, and its lab-grown diamond push added a category with genuine growth momentum. Whether Ariana Grande's star power and a proprietary 57-facet diamond cut are enough to keep that trajectory intact through a year of geopolitical turbulence is the question Nasard and his team will spend 2026 answering.