Swarovski Audience in Germany
Swarovski has an estimated audience of 2,884,624 people in Germany. 72.3% are female, 27.7% are male, average age 39.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Arts and music, Pandora, Hermès, C&A, H&M.
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 Indulgence, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Fashion & Accessoires · Type: Brand · Subtype: Jewelry
Demographics of Swarovski fans
| Metric | Value |
|---|---|
| Female | 72.3% |
| Male | 27.7% |
| Average age | 39.8 |
| Estimated audience size | 2,884,624 |
Audience persona
The typical Swarovski fan in Germany is more female, around 39.8 years old, with strong Indulgence tendencies and a notable affinity for Arts and music.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,086,900 | 1.28× |
| Bayern | 828,859 | 1.33× |
| Baden-Württemberg | 735,777 | 1.39× |
| Hessen | 385,870 | 1.3× |
| Niedersachsen | 357,057 | 0.94× |
| Rheinland-Pfalz | 218,735 | 1.12× |
| Berlin | 207,185 | 1.19× |
| Sachsen | 139,396 | 0.73× |
| Schleswig-Holstein | 110,958 | 0.79× |
| Hamburg | 94,944 | 1.08× |
| Brandenburg | 93,568 | 0.78× |
| Sachsen-Anhalt | 74,501 | 0.74× |
| Thüringen | 60,127 | 0.61× |
| Saarland | 49,875 | 1.04× |
| Mecklenburg-Vorpommern | 48,589 | 0.65× |
| Bremen | 34,354 | 1.03× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Arts and music | 1.74× | Arts & Culture |
| Pandora | 5.83× | Fashion & Accessoires |
| Hermès | 2.62× | Fashion & Accessoires |
| C&A | 2.71× | Shopping |
| H&M | 1.98× | Shopping |
| Gala | 1.97× | News |
| Deichmann | 2.12× | Shopping |
| Earring | 3.44× | Fashion & Accessoires |
| Shellac | 4.23× | Beauty & Wellness |
| Bonprix | 2.38× | Shopping |
| COS | 3.52× | Shopping |
| Rituals | 2.39× | Beauty & Wellness |
| Necklace | 3.75× | Fashion & Accessoires |
| Breuninger | 2.27× | Fashion & Accessoires |
| Primark | 2.15× | Shopping |
| Rossmann | 1.83× | Shopping |
| IKEA | 1.56× | Home & Garden |
| Costume jewelry | 4× | Fashion & Accessoires |
| Women's clothing | 1.71× | Fashion & Accessoires |
| Zara | 2.28× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.69 |
| Design Affinity | PREMIUM | 1.6 |
| Creativity | OPEN | 1.47 |
| Sustainability | BALANCE | 1.37 |
| Quality Awareness | PREMIUM | 1.35 |
| Luxury Orientation | PREMIUM | 1.32 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 11.3% |
| Japan | 9.2% |
| Italy | 7.2% |
See Swarovski audiences in other countries
More Jewelry audiences in Germany
- Pandora (3,279,627)
- Purelei (3,236,785)
- Cartier (2,851,664)
- Tiffany & Co. (2,077,574)
- Thomas Sabo (940,025)
Frequently asked questions
How many fans does Swarovski have in Germany?
Swarovski has an estimated audience of 2,884,624 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Swarovski fans?
72.3% of Swarovski fans 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 1,086,900), Bayern (reach 828,859), and Baden-Württemberg (reach 735,777). 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×), C&A (2.71×), and H&M (1.98×) compared to the Germany average.
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.