Swiss brand Victorinox is set for a lifestyle drive in the UK this year, by pulling together all sides of its brand – watches, luggage, clothing and its Swiss Army knives – to promote the longevity and functionality of its products.
Unveiling four new seasonal watch collections at BaselWorld, the brand’s chief executive officer of timepieces Alexander M. Bennouna told WatchPro that it is time for Victorinox to be recognised for more than just its Swiss Army knives.
The brand unveiled a cross-section of products at the show from rugged, more urban-feeling timepieces aimed at a younger consumer to 28mm gold and steel pieces for women and a special edition men’s automatic with a Valjoux movement.
“Since a few years ago we have spent a great deal of effort to establish the Victorinox watch brand and this year we have a new initiative and a new campaign,” said Bennouna.
“We have approached our new marketing not just by saying who we are but have instead given a voice to the customer, letting them tell us about our products.”
The brand has utilised its customer’s stories that have involved its products, from the funnier to the more dramatic, playing on the notion that its watches, knives, clothing and luggage are ‘companions for life’.
“We want to show that Victorinox is a range of products that keep their promises,” said Bennouna. “We’ll be pushing more into the UK and will begin selling online in June.”
Bennouna says the brand is in a unique position that it can be both a fashion brand with a fresh, design-led side – it has begun creating timepieces for a younger, fashion-conscious market – and that of a luxury brand, recognised for being Swiss with a recognisable name, design and logo. Victorinox is now set to build a “global brand under one umbrella”.
It has recently moved into Russia after a long period of planning. Its flagship store on New Bond Street in London is currently undergoing a revamp and will re-open to the public next month.