STAYING TRUE
Victorinox’s chief product officer Toni Haberthür on how an iconic brand stays relevant in the smart age
Victorinox stays true to its core values
From Swiss knives to watches and perfumes, please comment on the brand’s wide portfolio.
We realised that there are a number of similarities between knives and watches. It’s about quality and iconic design. They are both small products, yet very valuable to the owner. The construction process of a knife is not so different from that of a watch; it has to have the same dedication and finesse. Most importantly, both tell the story of our brand.
How would you describe the brand in three words ?
Iconic, quality-assured and Swiss.
You have an academic background of history, economics and politics. How did you make the move to watchmaking?
It is quite unusual, but I got into consumer goods right after university, with Swarovski. Since then I’ve only worked with luxury houses.
Which is your largest and most profitable market globally?
Switzerland. Mostly because of small distances and the high density of business per square foot. Of course we can go all out there and show our best selves; we are very credible here because it is our home country. Switzerland is our showcase. The US and Germany are a close second. Mexico is also an interesting market for us.
What are the changes you have observed in the consumer in the last few years?
The consumer has become a lot more demanding when it comes to authenticity and sustainability. I think the time when a brand could just be flashy is over. They are more educated and want to know more about the brand, and be con- nected to the brand. Consequently, they are more critical, and brands have to deliver more.
Would you ever consider manufacturing outside of Switzerland?
We wouldn’t say no. But what we would like to control is the quality and the process.
Are you planning to experiment with materials for watches?
We’ve started off with limetree and paracord. We want to be not just iconic but creative. We also want to be both innovative and functional—someone who tells the story differently, since we are not a common watch brand.
Which is your favourite watch?
Design-wise, I love the classical I.N.O.X. From the business point of view I love the Maverick because it caters to a very large audience because of its timeless appeal.
Would you consider going the smart watch route?
I think the entire industry needs to take a good hard look at this segment. We need to find out as to what makes sense and what does not. I don’t see our brand as a pure smart watch company, that’s not what we are good at. We are good at creating products that have a long life expectancy. Technology, on the other hand, has a very short life span.