Brand Profile: Victorinox

The Victorinox Swiss Army knife can be difficult to define, though there is no doubt that they are recognized worldwide as a symbol of talent, reliability and quality under the name Swiss army knife .
The Museum of Modern Art in New York has designated the Swiss army pocket knife as an example of elegant design and adaptation to its function.

The story
Karl Elsener, company founder, was born on 9 October 1860 in Schwyz in Switzerland. After years of learning in Paris he returned home to open his own business in Ibach, a city next to his home city. At that time there was very little activity in the industrial district of Schwyz, causing many young farmers to emigrate to North America, Australia and New Zealand. Looking up new opportunities for jobs, he took the initiative in 1884, to organize the Association of Swiss Cuteleiros (Swiss Cutlers Association) with the objective of producing knives for the Swiss army, before that the pocket knives used by the army of his country were made in Germany.

Thus, the first activity of the Victorinox Swiss factory was manufacturing the "Soldier's Knife," which incorporated a blade, a screwdriver for a rifle, a can opener for food and a punch for leather seats and harnesses.
At first, Karl had to fight to keep his small Swiss Army knives and lost money in its first contract with the army and the first year after knife colleagues quit because an industrial firm in Solingen, Germany, could make them cheaper.
The "Soldier's Knife" was very robust but relatively heavy, so he developed and manufactured the "Officer's Knife", lighter, more elegant and also included more features, legally registered on June 12, 1897.

In 1909, after the death of his mother, named Victoria, Karl Elsener chose her name as a brand. When stainless steel, invented in 1921, began to be used, to mark primitive knives "Victoria" he added, "Inox" stainless steel international designation, resulting from the merger of the two words the name of the firm Swiss Army Knife "Victorinox".
Also in 1909, he finally managed to distinguish its product from imitations, as the Swiss government allowed him to use the Swiss cross - known as Cross and Shield - in their knives.
In 1918, Karl Elsener died, leaving the factory under the control of the sons Carl and Alois.

The product line
The history of business can be divided into two phases: from 1884 to 2001 and from 2002 until now. It explains itself: during the first 117 years, the VICTORINOX was synonymous with knives. But then came September 11, 2001, aircraft attack on the WTC (World Trade Center), the American paranoia with sharp objects and the company accused the coup. The company then devoted himself to the strategy to turn global brand and diversify activities.