News In 1884, Victorinox invented the famous Swiss knife which is now renowned the world over. Today, the firm has diversified and is bombarding the markets with its high-quality products.
In 1884, entrepreneur Karl Elsener opened a cutlery works in Ibach, in the canton of Schwyz. At a time when Switzerland was one of the poor nations of Europe – many Swiss had to move abroad to find work – he had no idea that his company would become internationally famous and would still be going strong more than a century later. The pioneering spirit of this native of Schwyz, his loyalty and his devotion to his homeland played a part in the development of his firm, its philosophy and its fame.
Equipped with only the most basic tools – a water wheel powered by the River Todelbach supplied the mechanical energy needed for sharpening and polishing machines - Victorinox nonetheless rapidly made a name for itself in cutlery. In 1891, the Swiss Army placed an order to equip its soldiers with sturdy and compact knives. The latter quickly became best-sellers and several years later were covered by a registered trademark. At the turn of the twentieth century however the Victorinox knife became a victim of counterfeiting. To protect it, Karl Elsener adopted the use of the famous emblem with a white cross, the distinctive sign still used by the brand today. The same year, the founder gave his knives the name Victoria, the first name of the deceased mother who had supported him in setting up his business.
On the strength of its many qualities, the Swiss knife became known all over the world, more particularly in the United States where people started calling it the «Swiss Army Knife», a moniker which quickly caught on in all English-speaking regions.
After more than a century of existence, Victorinox decided to diversify into watchmaking. While holding fast to the same basic values – quality products at the service of others – stylised timepieces were created and launched under the Swiss Army brand. Like their smaller brother the knife, they very quickly proved a big success. Ten years later, the Victorinox range swelled its ranks with baggage: strong, solidly assembled products with a discreet and contemporary design. In 2001, a line of sportswear and professional clothing, developed initially specifically for the American market, was added to the brand’s growing inventory.
In 2005, the company took over Wenger SA, based in Delémont, a manufacturer of knives since 1893 and also a Swiss Army supplier. Two years later, the old line of Wenger perfumes was repositioned and also assigned the Victorinox emblem.
In total therefore, six categories of products combining functionality, quality and Swiss design are distributed under the Victorinox name: hand tools, household and professional knives, watches, baggage, clothing and perfumes.
Starting with almost nothing, Victorinox today employs more than 1,800 people worldwide (1,200 in Switzerland and 600 abroad) and has a turnover of around 500 million francs. It has managed to remain in family hands, since the Elsener family owns 10% of the shares and the remaining 90% belong to the Victorinox foundation, the aim of which is to guarantee long-term employment and maintain financial independence.
Retaining close links with its roots and with nature, the family lays great store by environmental protection and environmentally-friendly production methods. Thanks to the meticulous selection and processing of materials, the firm manufactures products that are wholly recyclable and feature the «Point vert» ecology label. Through heat recovery, the firm is able to heat itself independently, as well as 120 nearby households. Its ecological approach, but also its business culture, have earned it many distinctions over the past ten years (SUVA Award 2009, Prix d’équité suisse, Unkunde GGKA, Fifi Award, etc). In 2011, the firm’s CEO Carl Elsener received the Swiss Award in the Economy category.
Today the entire product range is distributed globally and more specifically through three flagship stores in which all six product lines are represented: London, Düsseldorf and Geneva. Moreover the Geneva store has been renovated and now extends over three vast floors at number 2, Rue du Marché.
Because the Victorinox pocket knife lies at the origin of this magnificent family saga, because this small object, known all over the world, has rendered such great service to millions of people, and because its history has guided the development of the brand’s other product lines, Victorinox has decided to call it the «Companion for Life». This is also the title of a forthcoming advertising campaign to be launched worldwide this May, based on hundreds of testimonies sent in from all four corners of the globe by users of the famous Swiss Army Knife that has given such good service, and even in some cases saved lives. If you, too, have a story to tell concerning this legendary knife, go to victorinox.com. Your testimony could perhaps become part of the future advertising campaign.
April 12, 2012
