The Swiss company Victorinox Swiss Army has appointed Alexander Bennouna as its new CEO. The watchmaker, based in Bienne, continues to place its confidence in Bennouna who, since 2004, has occupied the key position of Vice President of International Sales. The company’s strategic functions will be concentrated at its headquarters in Switzerland.

Alexander Bennouna took over the management of Victorinox Swiss Army in October 2007. He succeeds to Sue Rechner who had been the company’s President and CEO since 2002 and had led the company from the United States. Ms. Rechner leaves at her own behest in order to pursue other professional activities.

“This change in management is also a logical continuation of the current development of the company’s product brands”, explains Bennouna. “The company’s strategy of launching a new range of products which puts the emphasis on certain values such as quality, functionality and Swiss inventiveness has resulted in its strong performance on the international market in the last few years. As a Swiss company deeply rooted in the Swiss market due to the location of the motherhouse at Ibach, our aim is to demonstrate our connection to the domestic market and concentrate the company’s strategic functions in Switzerland”.



Alexander Bennouna, who has a Bachelor’s in anthropology and a Master’s from the Paris Institute of Political Studies, brings a new dimension to Victorinox Swiss Army: a greater openness to the world. After working in the jewellery industry in Paris, Alexander Bennouna went on to hold several positions in International Sales Management in Swiss watchmaking companies. His professional career has led him from sales and marketing to the area of business development, where he was able to put his diplomatic flair and his entrepreneurial skills to excellent use. In 2004, with over ten years experience in this field, he joined Victorinox Swiss Army. In his role as Vice President of International Sales, he was responsible for all markets outside the United States. Bennouna will continue the Bienne

watch company’s planned strategy in his new position as CEO, as well as expanding its structures to take into account new growth projections.

The watch brand Victorinox Swiss Army was created in 2002 as a result of the merger of Victorinox with the US company Swiss Army Brands. The watch brand based in Bienne has proved its success through its technology, innovative design and moderate prices. Although every single watch is different, there is one thing they have in common – they all carry the famous Victorinox emblem, which is synonymous worldwide with Swiss quality.


Source: Victorinox Swiss Army
www.victorinoxswissarmy.com

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