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Karl Elsener opens a cutlery workshop in Ibach, in the
Canton of Schwyz, with the support of his mother Victoria.
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Initiated by Karl Elsener, the Swiss Cutlery Union is
founded. Karl Elsener and his co-workers deliver
soldier’s knives to the Swiss Army for the first time.
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The name “Swiss Officer’s and Sport Knife” is legally
protected on June 12. This model later becomes known
around the world as the “Original Swiss Army Knife”.
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Following the death of his mother, Karl Elsener
introduces the brand name “Victoria” in her honor.
The company’s founder legally registers the distinctive
emblem with the cross and shield as a trademark. It is
now a registered trademark in more than 120 countries.
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The invention of stainless steel being of central
importance for the cutlery industry, Karl Elsener coins
the company’s new name, “Victorinox” by combining his
mother’s name “Victoria” with “Inox”.
(Inox is an abbreviation of the French word “inoxydable”
which means stainless.)
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The Brown Boveri Company sets up the world’s first fully
electric heat treatment facility for Victorinox.
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The “Original Swiss Army Knife” begins its successful
progression around the world and is particularly
popular in US Army PX stores.
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On January 2, the previously solely-owned “Messerfabrik
Carl Elsener” is converted to the family-owned company
“Victorinox AG”.
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The company doubles the size of its plant and office
space with 810 employees generating revenue of more
than CHF 80 million.
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Victorinox’s American distribution partner enters the
timepiece market in the USA under the “Swiss Army
Brands, Inc.” label and launches the brand’s first
watches collection produced in Biel, Switzerland.
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The company opens its own sales subsidiary in Japan.
Further subsidiaries follow in subsequent years.
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Victorinox enters the travel gear market, issuing a
manufacturing license to the American TRG Group in
St. Louis.
Expanding its timepiece business, the company
establishes Victorinox Watch SA in Bonfol, in
Switzerland’s Jura watch-making region.
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The Victorinox Foundation is set up. It holds 85% of the
shares in Victorinox AG. A further 15% are held by the
charitable Carl and Elise Elsener-Gut Foundation.
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Victorinox apparel is introduced in the USA.
The first Victorinox Flagship store opens its doors to the
public in New York’s trendy Soho district.
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The publicly traded US distribution partner Swiss Army
Brands Inc. is privatized.
The timepiece brand Victorinox Swiss Army is launched
internationally.
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Victorinox takes over the US-American company
Wenger NA, including the fragrance label “Swiss Army
Fragrance”.
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Victorinox takes over the traditional Swiss cutlery and
watch manufacturer Wenger SA in Delémont in the
Swiss Jura.
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Victorinox Swiss Army moves to its new watch production
facility in Porrentruy, in the Swiss Jura, to meet increasing
demand and to ensure high-quality timepieces.
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Victorinox sets up Victorinox Swiss Army Fragrance AG
based at its head office. The former Wenger fragrance
line is repositioned in the market and is branded with
the Victorinox emblem.
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The company’s first European Flagship store opens on
London’s New Bond Street.
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Geneva City hosts first Victorinox Flagship store in
Switzerland.
125 years after its foundation, Victorinox now employs
more than 1800 employees worldwide and generates
revenues of around CHF 500 million.
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Launch of the first Victorinox Global Brand Campaign.
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To celebrate the brand’s 130th anniversary and the
watches division’s 25th anniversary, Victorinox Swiss
Army launches I.N.O.X. Designed and built to withstand
unusual levels of stress, this watch has passed a battery
of 130 tests certifying it is “forged to resist”.
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Victorinox Swiss Army moves to its new watchmaking
competence center in Delémont in the Swiss Jura.
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Inauguration of the watch case production facility
in Delémont.
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