MajorsNov 19, 2021
Swarovski Adds Non-Family to BoardMajorsJun 22, 2022
Swarovski Names First Non-Family CEO
Retail veteran Alexis Nasard will step in as CEO on July 4.
Alexis Nasard, who has held various roles in retail for more than 30 years, is the first non-family CEO in Swarovski’s 127-year history.
Maennedorf, Switzerland—Swarovski has a new CEO, and for the first time in its 127-year history, it’s not a family member.
Retail veteran Alexis Nasard will take on the role of CEO July 4.
“His most important task will be to anchor the Swarovski brand firmly in its iconic luxury heritage and lead the transformation of the Swarovski business along the full value chain for scale and profitable growth,” said the company.
Previously, Nasard was a senior business advisor at McKinsey & Company.
He was also the CEO of Kantar, a data analytics and brand consulting company, but left the position after four months.
Prior to that, he was the CEO of Swiss footwear brand Bata from 2016 until 2020, and before that, held various roles at Heineken, including global chief marketing officer, as per his LinkedIn profile.
Nasard has been in the retail industry for more than 30 years, including 17 years as a general manager at consumer goods giant Proctor and Gamble.
“With the appointment of [the] first external CEO, we are taking an important further step in establishing a sustainable governance model,” said Luisa Delgado, chair of Swarovski’s board of directors.
“With Alexis Nasard as the new CEO, we are very pleased to have been able to select a highly experienced and transformational leadership personality who is capable of leading Swarovski in the affirmation of its iconic luxury heritage and through its business transformation.”
Related stories will be right here …
Retail veteran Alexis Nasard will take on the role of CEO July 4.
“His most important task will be to anchor the Swarovski brand firmly in its iconic luxury heritage and lead the transformation of the Swarovski business along the full value chain for scale and profitable growth,” said the company.
Previously, Nasard was a senior business advisor at McKinsey & Company.
He was also the CEO of Kantar, a data analytics and brand consulting company, but left the position after four months.
Prior to that, he was the CEO of Swiss footwear brand Bata from 2016 until 2020, and before that, held various roles at Heineken, including global chief marketing officer, as per his LinkedIn profile.
Nasard has been in the retail industry for more than 30 years, including 17 years as a general manager at consumer goods giant Proctor and Gamble.
“With the appointment of [the] first external CEO, we are taking an important further step in establishing a sustainable governance model,” said Luisa Delgado, chair of Swarovski’s board of directors.
“With Alexis Nasard as the new CEO, we are very pleased to have been able to select a highly experienced and transformational leadership personality who is capable of leading Swarovski in the affirmation of its iconic luxury heritage and through its business transformation.”
Nasard said he’s excited to join the company and take on the challenge of leading the storied brand.
“Swarovski fascinates me as a luxury brand, a cultural icon, and as a fully integrated business model, with its unique positioning in the world of jewelry, design, fashion, stage, and screen,” said Nasar.
“From day 1, I am looking forward to working with my new colleagues around the world and partnering with Giovanna Engelbert, the Swarovski creative director, to implement the joint transformation plan to bring joy and delight to Swarovski customers worldwide.”
Swarovski’s executive team has been largely a family affair since the company’s founding, but its board welcomed five non-family members in November 2021.
Nasard’s appointment follows a period of upheaval at the company.
In December 2021, Nadja Swarovski, the great-great-granddaughter of company founder Daniel Swarovski, announced she was leaving the company.
Her departure was the latest of several management changes that had happened at the company.
Swarovski first announced a restructuring in May 2020, which included appointing Robert Buchbauer, also a great-great-grandchild of the company’s founder, as CEO.
Family member and executive Markus Langes-Swarovski left the board in 2020.
In October 2021, Buchbauer stepped down and Mathias Margreiter, fellow board member and Swarovski family member, stepped down as chief financial officer.
Since Buchbauer’s departure, Michele Molon has been interim CEO. He will take on the new role of chief commercial officer.
More on Majors
The Latest
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
IndependentsDec 04, 2025
Step Inside JR Dunn Jewelers’ Giant New Store The Florida independent expanded its store from 8,000 to 14,000 square feet, fulfilling the vision of its late co-founder, Jim Dunn.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
SurveysDec 03, 2025
A Record 202.9M Shoppers Turned Out Thanksgiving WeekendBlack Friday is still the most popular shopping day over the five-day holiday weekend, as per the National Retail Federation’s survey.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
FinancialsDec 02, 2025
Signet Jewelers’ Q3 Sales Up Amid Continued Focus on Lower Price PointsThe retailer offered more fashion jewelry priced under $1,000, including lab-grown diamond and men’s jewelry.
CollectionsDec 02, 2025
Briony Raymond Introduces First FragranceThe eau de parfum is held in a fluted glass bottle that mirrors the decor of the brand’s atelier, and its cap is a nod to its “Sloan” ring.
SourcingDec 02, 2025
Petra Diamonds Elevates Interim CEOs to Permanent StatusVivek Gadodia and Juan Kemp, who’ve been serving as interim co-CEOs since February, will continue to lead the diamond mining company.
MajorsDec 02, 2025
Lee Krombholz Takes Over as Chair of MJSA Education FoundationIn addition, a slate of new officers and trustees were appointed to the board.
IndependentsDec 02, 2025
RJO Welcomes Its 1,200th Retail MemberWitt’s Jewelry in Wayne, Nebraska, is the organization’s new milestone member.
SourcingDec 02, 2025
Brendan Laurs Honored With 2025 Bonanno AwardLaurs is the editor-in-chief of Gem-A’s The Journal of Gemmology and an expert on the formation of colored gemstone deposits.
CrimeDec 01, 2025
Fourth Man Charged in Louvre Jewelry HeistThe man, who has a criminal history, is suspected of being the fourth member of the four-man crew that carried out the heist.
AuctionsDec 01, 2025
Christie’s Presents ‘Splendor & Style’ CollectionThe single-owner collection includes one of the largest offerings of Verdura jewels ever to appear at auction, said Christie’s.
IndependentsDec 01, 2025
Lustig Jewelers’ New Owner Is a Fellow Chicago JewelerMichael Helfer has taken the reins, bringing together two historic Chicago jewelry names.
MajorsDec 01, 2025
PGI Debuts Platinum-Filled Holiday Gift GuideThe guide features all-new platinum designs for the holiday season by brands like Harwell Godfrey, Ritani, and Suna.
FinancialsNov 26, 2025
Movado CEO Talks Tariffs, Growing Interest in Accessible Luxury WatchesDuring its Q3 call, CEO Efraim Grinberg discussed the deal to lower tariffs on Swiss-made watches, watch market trends, and more.
