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Victorinox Swiss Army – Celebrating 125 Years in 2009

中文
March 2009


This year, Victorinox Swiss Army celebrates its 125 year anniversary. New products will be introduced in honour of the Jubilee and exhibitions will be travelling the world, spreading the good word about Victorinox.
“For the 125 years celebration, every product category will launch limited editions and special editions, under the label of ‘Companion for Life’,” says Jean-Bernard Maeder, Creative Director, product and marketing, Victorinox Swiss Army. "Victorinox, starting with the knives, has always been a product that has been passed down and this is a great statement.


Victorinox

VICTORINOX VINTAGE CHRONOGRAPH


“On the timepiece side, we will be introducing two sets of special editions – one limited edition with a special dial in the Infantry Vintage Chronograph (125 units) and one special Jubilee edition with a unique dial that is not limited, but is only available in 2009,” he continues. “Our company has always been more discreet when it comes to communication, but this year we have decided to really promote this history. We will have a very special movie introducing the story and the different product categories, focusing on the value. This ‘Companion for Life’ is an important message. Our products are not for the short term – they are very unique. We will have some road shows worldwide, the main one in the USA. We will have an Airstream trailer that will go from the West Coast to the East Coast, stopping in cities on the route for events, presenting the 125th anniversary story as well as the special editions. There will be special events, special exhibitions, special products all over the world.”
Victorinox has been quite successful at branching out into other product categories. Of course, everything started with the knives, then other products came - clothing, travel gear, watches and more. Typically, these product categories don't cross over at retail. For example, watch retailers don't normally carry knives, clothes or travel gear (though some carry special knives). One of the ways Victorinox is presenting its complete brand message is to expand its boutiques, where the entire product range, and only Victorinox products, can be displayed.


Victorinox

VICTORINOX JUBILEE CHRONOGRAPH


“We have four boutiques, one in New York, two in Tokyo and one on London’s New Bond Street, which opened in November 2008,” Maeder says. “All the product categories of the company are sold there. We will be opening other boutiques around the world, as well.”
Maeder sees the Jubilee as the chance to get the word out about other Victorinox Swiss Army products. “If all customers know is the Swiss Army knife, they will learn more about other products,” he says. “It will use the excellent reputation of the knife and make the brand known more around the world. The anniversary will enlarge the knowledge of the brand.”


Victorinox

VICTORINOX JUBILEE PENKNIFE
New Victorinox flagship store in London



As for Basel, the Jubilee products will be introduced, as well as other, redesigned pieces. “Next year, we will have a nice balance between affordable product and in Basel we are coming with key chronographs in quartz and many mechanicals,” Maeder details. “We will have some great product in the Airboss line and other mechanical models in the Officer and the Infantry collections. In units, we will be about 20% mechanical. This is a standard split in the industry. This allows us to have a very clear price segmentation. We see a trend with quartz coming back a bit. There is really life for both categories.
”We are positioned strongly in value – we are more quartz oriented in the US and more mechanical in Europe and Asia,“he continues.”We are very strong in chronographs and all our mechanical watches are doing well. With our price positioning, value for money is our key argument for the future. We are still very attractive in terms of offering high quality, great movements at affordable prices."


Source: Europa Star February-March 2009 Magazine Issue