Any remaining confusion about the relationship between Swiss Army and Victorinox will soon be a thing of the past. Beginning in the second half of the year, ‘Swiss Army’ brand timepieces will be branded ‘Victorinox Swiss Army’; the new logo will appear on watch dials, packaging and all brand identification.

The company has been marketing the same timepiece product line under two different brand names (‘Swiss Army’ in North America and the Caribbean; ‘Victorinox Swiss Army’ elsewhere in the world) but believes their marketing efforts over the last few years have prepared consumers and retailers for the brand change to now take place.

“These are the next logical steps in our mission to create a unified, global brand—a mission that began in 2002 with the merger of our Victorinox and Swiss Army international watch businesses, and the 2003 launch of our first global branding campaign, “ said Sue Rechner, President of Victorinox Swiss Army, Inc. “As a company, we have been marketing under the Victorinox Swiss Army brand for 4 years; we believe that our customers understand the link between the two names. There is one company, one famous cross and shield logo, only one Swiss-made watch brand authorized to use Swiss Army in its name—it was time to move to one brand in our watch business.”

One brand name for the timepiece business globally will also result in more efficient and cost effective production and after-sales service. This is especially important given the company’s recent investment in building their own watch production facility in Porrentruy, Switzerland which puts assembly and quality control firmly in the company’s hands.

The North American subsidiary of parent company Victorinox AG, Ibach, Switzerland has already changed their name from Swiss Army Brands, Inc. to Victorinox Swiss Army, Inc. as they prepare to move into their new headquarters in June.

Victorinox Swiss Army, Inc., a wholly owned subsidiary of Victorinox, A.G., is the exclusive United States, Canadian and Caribbean marketer of Victorinox multi-tools, forged cutlery, and LED lighting products; Victorinox Swiss Army timepieces, and R.H. Forschner by Victorinox cutlery. It sells apparel throughout the world under the Victorinox trademark and has flagship retail stores in New York and Tokyo. Under license from Victorinox A.G., the Company sublicenses the Victorinox trademark and the famous Victorinox Cross and Shield to selected manufacturers and distributors of fine products including Victorinox Travel Gear. The company Web site is located at www.swissarmy.com. Victorinox Swiss Army, Inc. is based in Monroe, CT. ‘Victorinox’, the famous Victorinox Cross and Shield, and ‘Swiss Army’ are trademarks owned by Victorinox AG and its affiliates and are registered in many countries.

Source: Victorinox Swiss Army

www.swissarmy.com

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