New Watch Company Is Formed

Swiss Army Brands Inc. and Victorinox AG have formed a new international watch company—Victorinox Swiss Army Watch AG. Victorinox is the majority shareholder of Swiss Army Brands. Victorinox and Swiss Army Brands have had "a strong and longstanding business relationship" since 1937, says Sue Rechner, president of the new company and senior vice president in the United States of Swiss Army Brands Inc. But both brands had been sold separately outside the United States for years, duplicating sales and marketing efforts. "This merger is a natural combination of two watch brands with similar attributes and complementary business strategies," says Rechner. "Their individual strengths will be combined to form a strong company poised for international growth." The merger doesn't affect operations or marketing of Swiss Army Brand watches in the United States, where the brand was successfu
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