Oceania Cruises® and Regent Seven Seas Cruises® Welcome Diamonds International® as Fleetwide Retail Partner

Rhea-AI Summary

Norwegian Cruise Line Holdings (NYSE:NCLH) has announced that its luxury brands Oceania Cruises and Regent Seven Seas Cruises have partnered with Diamonds International as their new fleetwide retail partner. The partnership debuts on Oceania's newest ship, Oceania Allura, introducing luxury brands including Breitling watches for the first time.

The retail experience will feature premium brands such as Ferragamo, Tumi, Chanel, Dior, and Panerai, along with Diamonds International's signature Crown of Light diamond. The partnership will extend to Regent Seven Seas Cruises, starting with Seven Seas Mariner following its refurbishment in late 2025.

Insights

Luxury Retail Analyst

NCLH enhances onboard revenue potential through new luxury retail partnership, targeting affluent cruise passengers with high-margin branded merchandise.

Norwegian Cruise Line Holdings is strategically enhancing its onboard revenue streams by partnering with Diamonds International across its luxury brands Oceania Cruises and Regent Seven Seas Cruises. This retail expansion introduces premium brands like Breitling, Ferragamo, Tumi, and Chanel to the fleet, with initial implementation on the new Oceania Allura and planned for Seven Seas Mariner following its upcoming refurbishment.

This partnership represents a calculated move to increase the per-passenger spending potential aboard NCLH's luxury vessels. The luxury cruise demographic aligns perfectly with the target market for high-margin luxury retail products - affluent consumers with disposable income and time to shop while captive onboard. The addition of Breitling watches particularly stands out as these timepieces typically retail between $3,500 and $20,000, generating substantial commission opportunities.

The retail expansion also cleverly includes both established luxury names and newer brands with sustainability narratives (Fair Harbor, Cariloha) that appeal to environmentally-conscious wealthy travelers. This dual approach addresses shifting luxury market preferences while maintaining traditional high-end appeal. Unlike typical cruise ship retail that focuses on duty-free alcohol and souvenirs, this curated selection elevates the shopping experience to match the premium positioning of Oceania and Regent brands.

While financial terms weren't disclosed, similar luxury retail partnerships typically operate on revenue-sharing models of 15-30% going to the cruise operator, creating an appealing high-margin revenue source requiring minimal capital investment from NCLH.

Partnership with Oceania Cruises marks the first time Breitling^® is sold onboard the luxury cruise line

MIAMI, Aug. 13, 2025 /PRNewswire/ -- Oceania Cruises®, the world's leading culinary- and destination-focused luxury cruise line, and Regent Seven Seas Cruises®, the world's leading ultra-luxury cruise line, have added upscale retail partner Diamonds International^® to its onboard offerings. Debuting onboard Oceania Cruises' recently launched eighth ship, Oceania Allura™, the fine jewelry retailer will provide guests with a full-scale luxury retail experience including lifestyle brands, timepieces and a selection of jewelry in the fleet's onboard shops.

Notably, luxury Swiss watchmaker Breitling^® will now be available to Oceania Cruises guests, with the recent launch of Oceania Allura. Known for precision and performance, the Breitling line of timepieces will appeal to Oceania Cruises guests and their refined sense of adventure.

Diamonds International will debut for Regent Seven Seas Cruises aboard Seven Seas Mariner® following the ship's upcoming multi-million dollar refurbishment in late 2025, with further details to be revealed at a later date.

"We are thrilled to be partnering with Diamonds International and believe that our guests will relish the opportunity to browse and buy from the remarkable array of brands on offer as they sail the globe on our small luxurious ships," said Jason Montague, Chief Luxury Officer for Oceania Cruises and Regent Seven Seas Cruises.

A highlight of the Diamonds International presence onboard will be its signature diamond, the Crown of Light^®. Featuring a patented, 90-facet cut, the Crown of Light diamond emits a sparkle and shine that even the most skeptical shoppers will find hard to resist.

Other brands that can now be found onboard Oceania Cruises as part of the Diamonds International retail experience include Ferragamo designer handbags and accessories; renowned Tumi luggage; Cariloha, sustainable luxury linens made with bamboo; Chanel and Dior luxury fragrances; North Face outerwear; Italgem Steel men's designer jewelry; and Panerai, Italian luxury watches.

Making their at-sea debut as part of this globally inspired collection curated by Diamonds International are two further brands: Fair Harbor, which turns ocean plastics into coastal-inspired clothing, and Alustre, a modern, diamond-infused cosmetics line offering makeup, skincare and fragrances.

"This partnership means a lot to us," said Albert Gad, CEO of Diamonds International. "We're proud to keep growing with Oceania Cruises and Regent Seven Seas Cruises and our team is excited to bring our collections to their guests around the world, on every ship, now and in the future."

About Oceania Cruises

Oceania Cruises® is the world's leading culinary- and destination-focused luxury cruise line. The line's eight small, luxurious ships carry a maximum of 1,250 guests and feature The Finest Cuisine at Sea® and destination-rich itineraries that span the globe. Expertly curated travel experiences are available aboard the designer-inspired, small ships, which call on more than 600 marquee and boutique ports in more than 100 countries on seven continents, on voyages that range from seven to more than 200 days. Oceania Cruises® has four Sonata Class ships on order scheduled for delivery in 2027, 2029, 2032, and 2035[1]. Oceania Cruises® is a wholly owned subsidiary of Norwegian Cruise Line Holdings Ltd. (NYSE: NCLH). To learn more, visit www.nclhltd.com.

[1] All expected delivery dates are preliminary and subject to change.

About Regent Seven Seas Cruises^® 

Unrivaled at Sea™ for over 30 years, Regent Seven Seas Cruises^® is the world's leading ultra luxury cruise line. Carrying between 496 and no more than 822 guests, the line's spacious and stylish ships - Seven Seas Explorer^®, Seven Seas Grandeur^®, Seven Seas Mariner^®, Seven Seas Navigator^®, Seven Seas Splendor^®, Seven Seas Voyager^®, and Seven Seas Prestige™, which is scheduled to be delivered in 2026 - form The World's Most Luxurious Fleet^®. Offering Immersive Exploration™ in more than 550 destinations globally, guests travel the world in Luxurious Space featuring sumptuous all-suite accommodations, nearly all with private balconies, which are among the largest at sea. Regent's signature Heartfelt Hospitality™ can be found throughout lavish public areas and expansive outdoor spaces, or while savoring Epicurean Perfection™ in a range of specialty restaurants and al-fresco dining venues. Delivering The Most Inclusive Luxury Experience^® Regent's All-Inclusive Cruise Fares offer amenities such as unlimited complimentary shore excursions, exquisite cuisine, beverages including fine wines and spirits, entertainment, Starlink Wi-Fi, free valet laundry, gratuities, a one-night, pre-cruise hotel package for guests staying in Concierge-level suites and higher, and more. In addition, Ultimate All-Inclusive Fares include roundtrip flights with the flexibility to choose desired air class, transfers between airport and ship, and exclusive Blacklane private executive chauffeur service for guests to personalize their journeys. For more information, please visit RSSC.com, call 1-844-4REGENT (1-844-473-4368) or contact a professional travel advisor. Regent Seven Seas Cruises^® is a wholly owned subsidiary of Norwegian Cruise Line Holdings Ltd. (NYSE: NCLH). To learn more, visit www.nclhltd.com.

About Diamonds International®
Established in 1988, Diamonds International has been a trailblazer in the luxury retail industry, specializing in the finest jewelry, timepieces, and luxury accessories. With a rich history spanning over 35 years, Diamonds International has earned a reputation for delivering unparalleled craftsmanship, quality, and customer service. The company's commitment to excellence has solidified its position as a trusted cruise partner for travelers seeking the perfect jewelry piece to commemorate their cruise.

View original content to download multimedia:https://www.prnewswire.com/news-releases/oceania-cruises-and-regent-seven-seas-cruises-welcome-diamonds-international-as-fleetwide-retail-partner-302528025.html

SOURCE Oceania Cruises

FAQ

What new retail partnership did Norwegian Cruise Line Holdings (NCLH) announce for its luxury brands?

NCLH announced that Diamonds International will be the new fleetwide retail partner for both Oceania Cruises and Regent Seven Seas Cruises, offering luxury jewelry, watches, and lifestyle brands.

Which luxury brands will be available through the Diamonds International partnership on NCLH cruise ships?

The partnership will offer brands including Breitling, Ferragamo, Tumi, Chanel, Dior, Panerai, North Face, and Diamonds International's signature Crown of Light diamond.

When will Diamonds International debut on Regent Seven Seas Cruises?

Diamonds International will debut on Regent Seven Seas Cruises aboard the Seven Seas Mariner following its multi-million dollar refurbishment in late 2025.

What new brands are making their at-sea debut through this NCLH partnership?

Two brands making their at-sea debut are Fair Harbor, which creates coastal-inspired clothing from ocean plastics, and Alustre, a diamond-infused cosmetics line.