CLOCKWORK PRECISION

From exclusive India-edition timepieces to sustainable innovation, Veronika Elsener, Chief Marketing Officer, Victorinox, explains how Swiss precision and quiet luxury are evolving to meet the aspirations of India's new traveller.

- Dhiram Shah

From the tranquil valley of Ibach-Schwyz, Victorinox has defined Swiss preparedness for over 140 years.

Yet, under the stewardship of the fourth generation, the maker of the original Swiss Army Knife is evolving. Veronika Elsener, Chief Marketing Officer, discusses steering the heritage brand through a new era of emotive storytelling, sustainability, and bespoke luxury for the Indian market.

Victorinox has rolled out the evolved global brand platform “Made to be prepared.” How does this sharpen what the brand has always stood for?

“Made to be Prepared” is not just a campaign—it's the essence of Victorinox and what Victorinox has always stood for: smart solutions that are masterfully executed, helping our consumers feel ready for life's everyday challenges. The evolution lies in how we communicate—moving from purely product-related attributes like quality and functionality to emotive attributes highlighting brand and product category benefits. We want consumers to feel smart, confident, and best prepared. Early feedback has been encouraging: our storytelling approach resonates strongly with consumers and retail partners, and it gives us a clear framework to express our premium positioning across all categories.

You have spent decades shaping the brand from the inside. What principles of brand building remain timeless for you?