 |  |
Wenger’s new Sea Force watch collection | |
Wenger SA, the maker of Swiss Army Knives, has pledged to drive sales in travel retail following a change of strategy.
The company was forced to change direction in recent years after its core product – Swiss Army Knives – became an impossible proposition for the market, so other product lines have been developed to take their place.
 |
Wenger Squadron watch |
New products include luggage, watches and portable solar panels that charge electrical devices.
The latter can be used where there is no reliable electricity source, meaning users are able to keep their smartphone, tablet, MP3 player, GPS and camera charged.
The solar panels are foldable and feature an optional LED light. Charging times vary from model to model, but the mid-range panel will charge a phone in about two hours.
The main principle driving all Wenger product development is the high quality and durability. The company’s core products, knives and watches, are made in Switzerland, while luggage and other licensed products are made in the European Union or Asia.
Wenger timepieces already have a duty free presence with operators such as Motta, Dufry, Grupo Wisa and The Nuance Group.
Throughout 2011 and 2012 the watches could additionally be found onboard Swiss, LAN-Chile, Asiana Airlines and TACA Airlines. Business gear was listed with Lufthansa. The products are also present in diplomatic and military distribution channels.
Wenger brought its range onto the travel retail radar again at the TFWA World Exhibition in October 2012.
“We’ve had some good meetings and now we have to make sure those things [new business] happen,” said Head of International Marketing Thorsten Walter.
A few weeks later, Head of International Sales Paris Brown told The Moodie Report: “Cannes 2012 went very well for us. We were very busy talking to serious potential and existing customers, and will shortly be confirming around 10 new partnerships following our meetings at the show.”
In terms of strategy, Brown said that the company intends to “build a strong international duty free presence. The Locomotive is a core Wenger timepiece collection (retailing at US$100 to US$395), with which we plan to enter more airline programmes, international airports and loyalty programmes.”
 |
New: Wenger’s Terrain Crossing luggage collection |
