A New Name for Swiss Army

Victorinox, the company that makes the popular upscale Swiss Army watches, is changing the name of the company and the watches in the United States. The new name is Victorinox Swiss Army.

The intent, says president Sue Rechner, President and CEO of Victorinox Swiss Army Brands, a subsidiary of Victorinox, A.G., is to clarify the relationship between the two, to insure a unified global brand, and to prevent any confusion with the Swiss-made Wenger watch brand, which VSA bought last year.

Starting this summer, the company will be officially known in the United States as Victorinox Swiss Army (as it already is elsewhere in the world). A letter is also being sent to all VSA retailers.

All its timepieces will be branded Victorinox Swiss Army. The new name will appear on watch dials, packaging and all brand identification. The logo remains the same.

Victorinox AG, in business since 1884, is headquarered in Ibach, Switzerland. The North American headquarters of Victorinox Swiss Army are in Monroe, Conn.