Swarovski Target Market in Germany
A data profile of the people who buy, follow and care about Swarovski in Germany — modelled from more than twelve digital signal sources. Swarovski has an estimated audience of 3,984,268 people in Germany.
The average Swarovski fan in Germany is 39.8 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Arts and music, Pandora, Hermès, with strongest over-indexing on Arts and music (1.74× the country average).
Demographically, the Swarovski audience skews more female with an average age of 39.8, and over-indexes on personality traits such as Design Affinity, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Swarovski fan in Germany is more female, around 39.8 years old, with strong Design Affinity tendencies and a notable affinity for Arts and music.
At a glance
The key figures that characterise the Swarovski profile in Germany.
Search interest · 12-month trend
Customer demographics of Swarovski
72.3% are female, 27.7% are male, average age 39.8.
Gender split
| Metric | Value |
|---|---|
| Female | 72.3% |
| Male | 27.7% |
| Average age | 39.8 |
| Estimated audience size | 3,984,268 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 16% | |
| 20-29 | 22% | |
| 30-39 | 22% | |
| 40-49 | 21% | |
| 50+ | 20% |
Worldwide distribution
of the worldwide Swarovski audience comes from Germany.
| Country | Share |
|---|---|
| United States | 11.0% |
| Japan | 8.7% |
| Italy | 6.9% |
Geography
Where the Swarovski audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Baden-Württemberg | ~700K | 1.33× | |
| 02 | Bayern | ~800K | 1.29× | |
| 03 | Hessen | ~400K | 1.29× | |
| 04 | Nordrhein-Westfalen | ~1M | 1.22× | |
| 05 | Berlin | ~200K | 1.14× | |
| 06 | Rheinland-Pfalz | ~200K | 1.11× | |
| 07 | Hamburg | ~100K | 1.10× | |
| 08 | Saarland | ~50K | 1.09× | |
| 09 | Bremen | ~40K | 1.09× | |
| 10 | Niedersachsen | ~300K | 0.91× | |
| 11 | Schleswig-Holstein | ~100K | 0.80× | |
| 12 | Brandenburg | ~100K | 0.79× | |
| 13 | Sachsen-Anhalt | ~80K | 0.78× | |
| 14 | Sachsen | ~100K | 0.74× | |
| 15 | Mecklenburg-Vorpommern | ~50K | 0.69× | |
| 16 | Thüringen | ~60K | 0.65× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Swarovski audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Pandora | Fashion & Accessoires | 5.83× | ||
| 02 | Shellac | Beauty & Wellness | 4.23× | ||
| 03 | Costume jewelry | Fashion & Accessoires | 4.00× | ||
| 04 | Necklace | Fashion & Accessoires | 3.75× | ||
| 05 | COS | Shopping | 3.52× | ||
| 06 | Earring | Fashion & Accessoires | 3.44× | ||
| 07 | C&A | Shopping | 2.71× | ||
| 08 | Hermès | Fashion & Accessoires | 2.62× | ||
| 09 | Rituals | Beauty & Wellness | 2.39× | ||
| 10 | Bonprix | Shopping | 2.38× | ||
| 11 | Zara | Shopping | 2.28× | ||
| 12 | Breuninger | Fashion & Accessoires | 2.27× | ||
| 13 | Primark | Shopping | 2.15× | ||
| 14 | Deichmann | Shopping | 2.12× | ||
| 15 | H&M | Shopping | 1.98× | ||
| 16 | Rossmann | Shopping | 1.83× | ||
| 17 | Arts and music | Arts & Culture | 1.74× | ||
| 18 | Müller (company) | Food & Beverages | 1.72× | ||
| 19 | Women's clothing | Fashion & Accessoires | 1.71× | ||
| 20 | IKEA | Home & Garden | 1.56× |
Personality of the Swarovski audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 1.69× | |
| Individualism | JOY | 1.61× | |
| Quality Awareness | PREMIUM | 1.53× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.56× | |
| Need for Security | CONSERVATISM | 0.66× | |
| Risk Appetite | THRILL | 0.74× |
Frequently asked questions
Who is Swarovski's target market in Germany?
Swarovski's target market in Germany covers an estimated 3,984,268 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Swarovski customers?
72.3% of the Swarovski audience are female, 27.7% are male, with an average age of 39.8 years.
Which brands do Swarovski fans like most?
Swarovski fans show strongest brand affinity for Arts and music (1.74×), Pandora (5.83×), and Hermès (2.62×) over the country average.
Where do Swarovski fans live in Germany?
Swarovski fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.
What other brands do Swarovski fans also like?
Beyond Swarovski itself, the audience over-indexes on Pandora (5.83×), Hermès (2.62×), H&M (1.98×), and C&A (2.71×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
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- Thomas Sabo (927,182)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Swarovski. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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