The privately held, family-owned company said it is recovering from the losses suffered during the COVID-19 pandemic and subsequent years, with its ongoing transformation now “in full motion.”
The Swarovski Crystal Business, which operates 2,300 outlets worldwide, reported revenue of EUR 1.9 billion ($2 billion) for the year ending 31 December 2024. While the company did not disclose a detailed financial breakdown, it highlighted record sales in the United States and Austria despite ongoing economic challenges.
Sales of Swarovski Created Diamonds more than doubled during the year, though the company did not provide specific figures.
The brand’s success has been attributed to its LUXignite strategy, which aims to position Swarovski as a modern “pop” luxury brand by blending its iconic heritage with contemporary cultural relevance.
Looking ahead to 2025, the company expects continued instability in the operating environment but remains focused on executing its strategy. Key priorities include maintaining strong creativity, making strategic investments, and ensuring financial discipline.
Swarovski’s turnaround continues to show progress, with strong organic growth, significant improvements in EBIT and cash flow, increased brand desirability, appealing product collections, and an enhanced retail experience.
