Rascasse Audience Intelligence

Swarovski Target Market in United States

Swarovski has an estimated audience of 8.3M people in United States.

#5among Jewelry in United States
#456among brands in United States#218in Fashion & Accessoires

The average Swarovski fan in United States is 38.7 years old, more female, and lives primarily in California.

By number of fans, Swarovski ranks #5 among the 142 objects in Jewelry in United States — 58.2× the group median.

Its fans are 1.4 years older than the group average of 37.3.

Compared with the other 141 objects in Jewelry, Swarovski fans stand out for their interest in Coach, Pretty Nails and Unique Gifts.

Interest is seasonal: January, November and December account for 37% of the year's searches, August is the quietest month.

Most fans live in California, New York, Texas.

Top affinities include Coach, Pretty Nails, Unique Gifts, with strongest over-indexing on Coach (14.44× the country average).

Demographically, the Swarovski audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Luxury Orientation, Indulgence.

The typical Swarovski fan in United States is more female, around 38.7 years old, with strong Luxury Orientation tendencies and a notable affinity for Coach.

Category: Fashion & Accessoires · Type: Brand · Subtype: Jewelry

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
8.3M
in United States
Gender
70.7%♀
29.3% male
Age
38.7
average years
Country rank
#4194
among all objects in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Swarovski

70.7% are female, 29.3% are male, average age 38.7.

Fig. 02

Gender split

70.7%
Female
29.3%
Male
Demographic split for Swarovski audience in United States
MetricValue
Female70.7%
Male29.3%
Average age38.7
Estimated audience size8.3M
Fig. 03

Age distribution

Ø 38.7
average years
Age distribution of the Swarovski audience in United States
Age bracketShare%
16-2421%
25-3422%
35-4420%
45-5421%
55+16%
Fig. 04

Worldwide distribution

11.0%

of the worldwide Swarovski audience comes from United States.

Worldwide audience distribution share by country for Swarovski
CountryShare
United States11.0%
Japan8.8%
Italy7.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Swarovski customers by region in United States
#RegionReachAffinity×
01New Jersey~500K2.25×
02New York~1M2.19×
03Texas~1M1.82×
04California~1.5M1.72×
05Florida~900K1.66×
06Illinois~500K1.56×
07Connecticut~100K1.53×
08Massachusetts~300K1.52×
09Rhode Island~40K1.52×
10Nevada~100K1.42×
11Virginia~300K1.30×
12Maryland~200K1.25×
13Arizona~200K1.21×
14Georgia~300K1.20×
15Delaware~30K1.18×
16Washington~200K1.15×
17Michigan~300K1.06×
18Washington, District of Columbia~20K1.05×
19Pennsylvania~300K1.03×
20North Carolina~300K1.03×
21Colorado~100K1.00×
22Hawaii~30K0.95×
23New Hampshire~30K0.93×
24New Mexico~50K0.87×
25Oregon~90K0.83×
26Alaska~10K0.83×
27Ohio~200K0.82×
28Maine~30K0.82×
29Wyoming~10K0.81×
30Utah~60K0.80×
31Tennessee~100K0.79×
32Minnesota~100K0.79×
33Indiana~100K0.77×
34Oklahoma~80K0.77×
35Louisiana~90K0.76×
36Wisconsin~100K0.74×
37South Carolina~100K0.73×
38Alabama~90K0.72×
39Kansas~50K0.68×
40Montana~20K0.68×
41Missouri~100K0.66×
42Idaho~30K0.65×
43North Dakota~10K0.65×
44Arkansas~50K0.64×
45Nebraska~30K0.63×
46Kentucky~70K0.61×
47Mississippi~40K0.58×
48South Dakota~10K0.55×
49Iowa~40K0.54×
50West Virginia~20K0.53×
Fig. 06

Affinity by region

Affinity by region — Swarovski, United States
0.53×1.00×2.25×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Swarovski audience vs. the country average
#·InterestCategoryAffinity×
01CoachFashion & Accessoires14.44×
02Pretty NailsBeauty & Wellness8.73×
03Unique GiftsShopping4.81×
04Men's clothingFashion & Accessoires3.20×
05Nordstrom RackFashion & Accessoires3.02×
06T.J.MaxxShopping2.96×
07Women's clothingFashion & Accessoires2.62×
08Mobile phonesTechnology & Electronics2.19×
09Mobile appTechnology & Electronics2.07×
10Luxury goodsFashion & Accessoires2.05×
11FriendshipKids & Family2.02×
12Macy'sShopping2.01×
13JewelryFashion & Accessoires1.99×
14ChildKids & Family1.88×
15WomanKids & Family1.86×
16Food and drinkFood & Beverages1.61×
17BeveragesFood & Beverages1.59×
18MoviesMovies & TV1.51×
19BeautyBeauty & Wellness1.51×
20FoodFood & Beverages1.50×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Swarovski audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Swarovski audience vs. the country average · What stands out
TraitClusterDeviationScore
Luxury OrientationPREMIUM1.83×
IndulgenceJOY1.78×
IndividualismJOY1.76×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Swarovski audience vs. the country average · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.61×
Risk AppetiteTHRILL0.91×
Need for SecurityCONSERVATISM0.98×
0×1.00× baseline2×
Appendix

Explore more audiences

More Jewelry audiences in United States

See Swarovski audiences in other countries

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Swarovski over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/swarovski-4323” · Methodology