There are mergers that apparently do work well. Such seems to be the case for the Swiss brand Victorinox and its American distributor, Swiss Army, which combined forces last year to become the new brand 'Victorinox-Swiss Army'. Clearly, 2002 marked a turning point for the new entity that is rapidly gaining ground, not only in the North American market, but all over the world.

Extension(s)
The transition seems not only to be progressing normally, but has also allowed the brand to enter new markets as well as to re-launch and reposition itself in markets where it was already present.

It has moved into the promising Italian market with the opening of more than 100 sales points around the entire peninsula. The management team of Victorinox-Swiss Army clearly are expecting a lot from this venture. The response has been very good for these timepieces that combine sport with the tradit-ion of quality manufacturing (the famous Swiss army knives are produced by Victorinox), elements that are indispensable for the image vis-à-vis the Italian public that is so used to seeing a plethora of watch brands.

Last year also saw a major re-launch of the enterprise onto the German market after it took over its own distribution in that nation. Its introduction into Great Britain through an agent-distributor, and transitions in France, Spain and Holland are some of the new terrains being opened by Victorinox-Swiss Army in Europe.

Priorities
The major activity of Victorinox-Swiss Army in 2003 is the planned opening of two very promising markets, Russia and China. “We are going to concentrate our major efforts on these two vast markets,” explains Marylène Lessard, the brand's Marketing and Communication Manager. She admits however that the SARS outbreak is causing a change in timing for the China venture [this interview took place during the BaselWorld fair in April]. Most likely, the marketing emphasis will be placed on Russia.

In the USA, the brand's most important market, the team is reunified under the same banner (but spread out in different sections of the large country) and operates under the name Swiss Army. It has undertaken a vast 'clean-up' of its sales points, closing more than a hundred in the process. This quality re-balancing of the North American sales network was one of the priorities of the brand's new medium-term strategy, whose aim is to reposition the products as totally watchmaking in nature.

New collections
The new collections, like the changes made to existing models, respond to new and affirmed values, whether in design, functions or functional details. Simplicity of use, readability of indications, purity of material and quality of the equipment are some of the notable traits of the new AirBoss collection. Inspired by the world of aviation, this new line is multi-functional. Its styling gives maximum space for optimal readability of the diverse indications that it proposes in eight variations, including internal rotating bezel and automatic mechanical movement with a 56-hour working reserve. All models are made in stainless steel and are equipped with an anti-glare sapphire crystal, date display, yellow hands and hour markers on a black dial. In addition, they are all water-resistant to 100 metres.

The Seaplane collection, veritable icon of the brand, was introduced last year, but two new models have been introduced this year, a chronograph and a mechanical XL piece. Both come with two bracelets, rubber and steel, that are easily interchangeable thanks to a patented system.

Innovation
One of the most important new items this year is an entirely new watch called NightVision. A surprising, multi-functional watch-flashlight, the NightVision combines watch functions with light functions. Skilfully designed, its case contains a flashlight in an upper opening. Very powerful, this LED is a real light, whose beam can be activated for 5 seconds or for 150 seconds, or placed in stroboscopic mode. A useful night tool, this watch is also equipped with an UV illuminated dial that allows for total visibility in darkness. Last but not least, a red indicator located at 6 o'clock flashes every five seconds in order to find the watch in case it is misplaced.

All this at the amazing price of 250 Euros!

A brand to be followed…