Introduction: In this guest column, Victorinox Head of Global Travel Retail & Fragrance Sales Gloria Dix sheds light on the evolution of Victorinox watches, the brand’s new design approach and its innovative strategies for unlocking travel retail potential. Dix highlights the Swiss brand’s “reinvented” watches, which pay homage to its industrial heritage and the Swiss Army Knife.
Time to unlock the potential of watches
2023 marks the beginning of an exciting new chapter for Victorinox as the company unveils a reinvention of its watches, writes Gloria Dix. The watches redesign is an important step for the brand’s aspirations in travel retail and provides us with an opportunity to reinvigorate our presence in watches as part of a strong multi-category portfolio.
Victorinox began producing watches in 1989. Watches quickly became established as a key category for the company and nowadays watch sales make up 10% of Victorinox’s total revenue. In travel retail, watches comprise approximately 40% of sales in the channel – making it an important category.
At Victorinox, we are proud to say that our watches are designed, developed, tested, and manufactured in our own factory: the Watch Competence Center in Delémont, Switzerland. “Swiss Made” is not just a sign of excellence – it is Victorinox’s promise for quality, functionality, reliability and iconic design. The five-year warranty+ gives further testimony to the brand’s high-quality approach.
A new era for Victorinox watches
All new Victorinox watches pay homage to the Swiss Army Knife and the company’s industrial heritage, whilst taking inspiration from the beautiful Swiss countryside.
The brand’s most iconic watch collection, I.N.O.X., was the main inspiration for the new design approach which blends outdoor elegance, strong geometrics, and industrial codes in a combination of functionality, resistance and innovative material mixes. The outcome reflects Victorinox’s industrial-derived ability to deliver modern sophistication.
The extensive use of steel and the innovative material combinations – titanium and carbon – are details that strongly relate each new collection to Victorinox’s values of craftsmanship and quality. Each line offers consumers something different in terms of design and functionality, but all have a consistent and unique approach when it comes to resistance and versatility.
The first of Victorinox’s watches to feature this new design code are the new Journey 1884 and I.N.O.X. Chrono ranges. Both are inspired by the feeling of freedom and feature carved shapes, unique geometries, tridimensional functional dials, and unique hand shapes – all hallmarks of the redesign.
I.N.O.X. Chrono pays tribute to the famous Swiss Army Knife with the integration of the popular Alox pattern on the distinctive pushers – a well-known feature of the pocketknife scales. The case features strong shapes and curves with a bezel, which looks as if carved out by a sharp pocketknife. The watch incorporates a chronograph movement, ideal for those who seek performance in their daily lives.
Inspired by Switzerland’s love of hiking, the Journey 1884 perfectly blends the spirit of the outdoors with its engineering DNA. The Swiss Army Knife-influenced counterweight and the engraved material code reflect its industrial heritage, which is underscored by the foundation date.
Antimagnetic protection (ISO 764) avoids time inaccuracy and ensures absolute punctuality and reliability for all quartz models. ISO certified for shock and water resistance, each watch gives the owner maximum freedom during any adventure or activity. Additionally, with personalisation still high on the agenda for consumers, all new Victorinox watches offer a wide selection of straps that can easily be changed in a few seconds without tools, thanks to an innovative system.
Watches in travel retail
There are some fantastic examples of world-class watches offered in travel retail, and events such as China Duty Free Group’s Watches & Wonders and DFS Group’s Masters of Time shine an important spotlight on the category. Furthermore, innovative multi-brand watch concept TimeVallée has gained tremendous traction over recent years – notably with its flagship Middle East boutique at Hamad International Airport – and is now captivating consumers at sea onboard the MSC Seascape.
The unique retail environments on cruise ships enable brands to build relationships with customers over an extended period and offer a full brand experience. Customers can make numerous trips to the retail offer on board and try on a watch several times before deciding to make a purchase. Cruise retailing offers a clear opportunity to educate shoppers and bring a brand to life through storytelling and engaging point of sales. In a category where purchases will perhaps be more considered than in any other, this extended dwell time is particularly powerful.
As a team, we are looking forward to showcasing our watch innovations at the forthcoming TFWA Asia Pacific Exhibition, where we will participate for the first time. Asia Pacific remains a critical and vibrant region for travel retail and one that offers many opportunities for Victorinox as a lifestyle brand.
Evolution of watches
From the first Swiss watch that was created in the 15th century to the all-singing, all-dancing smart watches of today, watches have evolved incredibly over the years. Yet, they still remain a staple item for consumers across the globe.
With an array of iconic and distinctive brands ranging from mass market through to high-end luxury, the watches category has extremely broad appeal that has made it a common part of the offer in travel retail. However, despite being a very established category, a variety of consumer and market trends suggest its best days lie ahead – with plenty of opportunity for growth.
The global watch market size reached US$71.1 billion in 2022 and looking forward, the market is expected to be worth US$98.6 billion by 2028, exhibiting a compound annual growth rate of +5% between 2023 and 2028 (IMARC Group). Considering that many people own at least one watch, and with so many reasons to wear one– to tell the time, because of habit, to track fitness, for sentimental value and even to signal social status – the category offers substantial potential to unlock.When we look at the global watch market, currently offline sales in physical stores are showing a clear dominance (IMARC Group), mainly due to consumers wanting to touch and feel the products and try them on for size. This is encouraging news for travel retail, where the majority of purchases – across all categories – are still made in person, be it at the airport, on cruise ships or at downtown duty free shopping malls.
Above all, much of the appeal of watches lies in the relatively high average transaction values the category can deliver. This isn’t a category people will shop in routinely – perhaps only once in a lifetime, in fact – but if we can make travel retail a go-to destination for watches, the rewards can be significant. ✈
