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