Les Jones: Victorinox Trying to Survive into 21st Century

August 08, 2005

Guns > Victorinox Trying to Survive into 21st Century

This Guardian article discusses the trouble Swiss army knife maker Victorinox faces. Sales dropped 40% during the passenger screenings that followed 9/11, and the firm faces cheap Chinese knockoffs and counterfeits. Wegner - the only other firm authorized to make "Swiss army knives", went out of business, and Victorinox bought their assets. Frankly, it's hard to evaluate the true extent of the problem from this article, but I suspect Victorinox will survive as an iconic brand with a great product.

Posted by lesjones

Comments

I stopped carring Swiss Army Knives when I was 17 and broke the tip on the one I had had since I was 8. I E-mailed and inquired how much it would cost to fix it, as it had sentimental value, and they never even replied. I tried to call them, waded through a very confusing and irrelivant automated answering service. When I finally got a hold of a real person, they gave me the run around and lots of "I don't knows". I haven't purchased a Victorinox product since. Maybe this is why they are going under.

Posted by: Matt Groom at August 08, 2005

A company with a brand like "Swiss Army Knife" has a great label is a certain profit-maker if managed properly. If Victorinox isn't doing it right, someone else will buy it and do it well enough.

The trademark is worth more than their products. Someone will keep it in the market.

Posted by: _Jon at August 22, 2005

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