Diamonds International Joins Oceania and Regent Fleets

Published on Aug 13, 2025, 11:56 am CDT

5 min read

Oceania Cruises and Regent Seven Seas Cruises have tapped Diamonds International as a fleetwide retail partner, adding upscale boutiques and brand curation across both luxury lines. The program debuts on Oceania Allura, which launched in July 2025, and introduces Breitling timepieces to Oceania for the first time. Regent's rollout begins on Seven Seas Mariner following a multi-million dollar refurbishment in November 2025. Executives say the partnership broadens onboard choice for small-ship luxury travelers while aligning with each brand's high-touch service model. Additional details for Regent's fleet will follow later in 2025.

Key Points

Why it matters: Elevates onboard luxury retail with Diamonds International across two premium fleets.
Travel impact: More choice onboard, including Breitling watches and Crown of Light diamonds.
What's next: Regent's Seven Seas Mariner adds Diamonds International after its November 2025 dry dock.
First-at-sea brands include Fair Harbor and Alustre, curated by Diamonds International.
Lifestyle mix expands with Ferragamo, Tumi, Chanel, Dior, North Face, Italgem Steel, and Panerai.

Snapshot

Diamonds International is bringing a full-scale luxury retail experience to Oceania and Regent ships, starting with Oceania Allura in 2025. Breitling's debut on Oceania marks a new category highlight, paired with Diamonds International's signature Crown of Light diamond, a patented 90-facet cut. The curated selection spans designer accessories, fragrances, outerwear, and fine jewelry, plus first-at-sea brands Fair Harbor, which turns ocean plastics into apparel, and Alustre, a diamond-infused cosmetics line. Regent will introduce Diamonds International on Seven Seas Mariner after its late-2025 refurbishment, with broader Regent details expected later this year. For context on the ship platform, see Oceania Allura Delivered: Inside the Line's Most Luxe Ship Yet.

Background

Announced on August 13, 2025, the multi-brand partnership spans Norwegian Cruise Line Holdings' luxury portfolio. On Oceania, Allura's new-build retail footprint provides the launchpad, complementing the line's culinary focus and recent product upgrades. Recent Allura coverage includes new specialty dining experiences, see Oceania Unveils Gérard Bertrand Wine Lunch on Allura. On Regent, integration starts with Seven Seas Mariner after a scheduled Marseille dry dock in November 2025. The brand is refreshing multiple ships on a rolling basis, positioning the retail upgrade to arrive alongside updated suites and public spaces. Leadership framed the move as guest-centric, citing demand for recognizable luxury names and distinctive proprietary offerings at sea.

Latest Developments

Breitling and Crown of Light headline Oceania's launch

Oceania Allura is the first ship to carry Diamonds International's full retail concept in this portfolio, highlighted by the arrival of Breitling watches for Oceania guests. The assortment also features Diamonds International's Crown of Light diamond, known for a patented 90-facet cut, plus designer and lifestyle staples such as Ferragamo handbags, Tumi luggage, Cariloha bamboo linens, Chanel and Dior fragrances, North Face outerwear, Italgem Steel men's jewelry, and Panerai watches. Two first-at-sea additions, Fair Harbor and Alustre, round out the curated mix, reinforcing sustainability and beauty as part of the onboard offer. The launch aligns with Oceania's small-ship positioning, giving travelers boutique-style browsing without sacrificing space for dining or enrichment. Brand leaders said guests value recognized labels alongside discovery-worthy newcomers.

Regent to integrate post-refit on Seven Seas Mariner

Regent Seven Seas Cruises begins its rollout on Seven Seas Mariner following a multi-million dollar refurbishment in November 2025 in Marseille. The dry dock window runs November 3 through November 26, with upgrades completing before a 14-night Barcelona to Miami crossing. Adding Diamonds International at that point allows the retail build-out to open in refreshed spaces, matching Regent's all-inclusive luxury ethos and high suite-to-guest ratio. After Mariner, Regent plans to share timing for additional ships, creating a consistent luxury shopping experience across the fleet. Executives noted that the curated approach, including fine jewelry, timepieces, and lifestyle brands, is designed to complement destination-rich itineraries, offering a considered retail break between shore days and specialty dining.

Analysis

This partnership formalizes a long-observed trend, luxury cruise brands treating retail as part of the guest experience rather than a transactional add-on. Diamonds International brings scale in diamonds and timepieces, plus curation that blends marquee names with specialty labels. For Oceania, Breitling's arrival signals deeper engagement with watch enthusiasts who value precision, heritage, and service support, an area where at-sea sales often convert interest into ownership. Crown of Light gives the retailer a proprietary storytelling anchor, differentiating the case from generic multi-brand displays. The inclusion of Fair Harbor and Alustre adds sustainability and beauty to the mix, widening appeal beyond jewelry collectors. On Regent, tying the rollout to Mariner's refurbishment is operationally sound, since premium retail benefits from lighting, flow, and materials that match the brand's suites and restaurants. As lines compete on inclusions, enrichment, and design, a recognizable retail village can extend dwell time onboard, deepen brand affinity, and generate ancillary revenue without eroding space for dining or lounges.

Final Thoughts

For travelers on small, luxurious ships, convenience and curation carry real weight. By partnering with Diamonds International, Oceania and Regent add an approachable way to browse fine jewelry, watches, accessories, and discovery brands between port calls. The first phase on Oceania Allura, including Breitling and Crown of Light, sets a high bar that should translate well as Regent deploys on Seven Seas Mariner after its November 2025 dry dock. Expect the mix to evolve with guest feedback, itinerary patterns, and space on future new builds. For luxury cruisers who enjoy sophisticated shopping at sea, Diamonds International is now firmly part of the voyage.