In Switzerland, the “sack knife” is considered a practical tool for everyday life, while in other countries like Asia, England, and France, it is sometimes seen as a weapon, leading to a loss of sales for the Swiss manufacturer Victorinox. Due to concerns about increasing regulation of knives, Victorinox is developing pocket knives without blades, as the blade can create a weapon image in certain markets, according to CEO Carl Elsener.
Victorinox has a long history of developing the Swiss Army Knife, but the current challenge of adapting to regulations and market demands is significant. Sales have dropped over 20 percent in markets like Asia, England, and France due to restrictions on carrying pocket knives. To address this, Victorinox is investing in products without knife blades while continuing to develop traditional pocket knives.
After facing similar challenges in the aftermath of the September 11 terrorist attacks, Victorinox diversified its product offerings to include household and professional knives, luggage, watches, and perfumes. The company, founded in 1884, has become known worldwide for its Swiss army knives, which have sold over 500 million units to date.
The Swiss Army Knife has always been more than just a knife, serving as a useful tool for everyday challenges. With 247 variants available, including tools like the Rescue Tool for emergencies and the Golf Tool for golf enthusiasts, Victorinox continues to innovate while maintaining the traditional Swiss Army Knife design. Despite challenges such as exchange rates and geopolitical tensions affecting sales, Victorinox remains committed to providing high-quality products.
In addition to addressing regulatory concerns, Victorinox also faces challenges related to geopolitical unrest and military conflicts. The company’s commitment to quality and innovation, along with its diverse product offerings, helps it navigate the evolving landscape of the global market.