Swiss lifestyle brand Victorinox is celebrating the 125th anniversary of its Swiss Army Knife this year. To mark the milestone, Victorinox has taken over an eye-catching billboard in Times Square, New York City.
The celebrations continue with the launch of a limited-edition replica knife based on Victorinox’s original Officer’s and Sports knife. While the 1897 replica knife may look identical to the original on the outside, inside it has been equipped with the latest Swiss army knife technology and functionality.
The 15mm knife has a large blade, small blade, corkscrew, can opener, screwdriver, reamer and puncher.
In 1897, Victorinox Founder Karl Elsener patented the original Officer’s and Sports Knife, which eventually came to be known as the Swiss Army Knife. Victorinox has since developed many innovative iterations of the multi-functional tool, winning awards for its Swiss Army Knives, household and professional knives, watches, travel gear and fragrance products.
“When my great-grandfather patented the original Officer’s and Sports Knife in 1897, he had no idea that this was the launch of a truly Swiss icon and the basis for the success story of the company,” commented Victorinox CEO Carl Elsener. “I would like to extend my heartfelt appreciation to all our employees, customers, collectors and fans of the brand worldwide.”
In addition, the 125th anniversary is being celebrated with a global marketing campaign comprising a special logo and visual assets. The campaign underlines the adventurous spirit of the Swiss Army Knife, which has been at the heart of Victorinox’s employees and customers throughout the years.
Victorinox Head of Global Channels Thomas Bodenmann added, “Along with its rich heritage, Victorinox has always demonstrated a strong commitment to innovation, which is integral to how the brand is differentiating itself in the dynamic travel retail channel. 125 years of history gives us a huge amount of legacy and powerful brand recognition to build on, as we look to position ourselves as a true multi-category lifestyle brand.”
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