Alexis Nasard
Chief executive of Swarovski
Alexis Nasard is the chief executive of Swarovski, a role he has held since July 2022 as the first leader from outside the founding family in the company's history. A former Procter & Gamble and Heineken marketing executive who later ran Bata and Kantar, he is repositioning the Austrian crystal house towards what it calls pop luxury.
| Role | Chief executive, Swarovski |
|---|---|
| Since | July 2022 |
| Previous roles | Kantar, Bata, Heineken, Procter & Gamble |
| Strategy | LUXignite |
| Education | MBA, UC Berkeley Haas |
Who is Alexis Nasard?
Alexis Nasard is the chief executive of Swarovski, the Austrian crystal, jewellery and accessories company. When he started on 4 July 2022 he became the first chief executive appointed from outside the founding family in the company's then 127 year history. He holds an MBA from the Haas School of Business at UC Berkeley and engineering degrees from Saint Joseph University in Lebanon.
Career
Nasard spent 17 years at Procter & Gamble in marketing and general management roles, followed by six years at Heineken, where he became president of the Western Europe business and global chief marketing officer. He then served as chief executive of the footwear company Bata, before joining the research and data group Kantar as chief executive from 30 December 2020.
- Procter & Gamble: 17 years in marketing and general management
- Heineken: president Western Europe and global chief marketing officer
- Bata: chief executive
- Kantar: chief executive from December 2020
- Swarovski: chief executive since July 2022
Influence on the fashion business
At Swarovski, Nasard was tasked with anchoring the brand in its luxury heritage while transforming the business across the value chain. The resulting LUXignite strategy positions Swarovski in a segment the company calls pop luxury, combining accessible prices with a stronger brand image, more ambitious product design and high profile ambassadors such as Ariana Grande.
The company reported revenue of 1,969 million euros for 2025, with organic growth of 6% and like for like growth of 9%, and growth in nine of its top ten markets, led by North America. Milestones in 2025 included the brand's 130th anniversary, the Vienna Collection and the introduction of an Octagon Cut for Swarovski Created Diamonds. A family shareholder agreement also unified governance across the crystal business.
Alexis Nasard and technology
Nasard's period at Kantar placed him at the centre of the consumer data and insights industry. On his appointment, Kantar presented his task as combining a deep understanding of consumers with advanced analytics and artificial intelligence, experience that informs his data led approach to brand building at Swarovski.
Why it matters
Nasard's appointment marked a governance turning point for one of Europe's best known family owned brands. His strategy is a test case for whether a mass premium accessories business can reposition itself towards luxury through brand elevation, marketing discipline and a clearer retail proposition.
Frequently asked questions
Who is the CEO of Swarovski?
Alexis Nasard has been chief executive of Swarovski since July 2022. He is the first chief executive from outside the founding family in the company's history.
What is Swarovski's LUXignite strategy?
LUXignite is the strategy introduced under Nasard to position Swarovski in the pop luxury segment. It combines brand elevation, new product launches and high profile ambassadors.