Watch for the woke
Victorinox CEO Alexander Bennouna tells us about the new INOX V, the watch for strong women
Its strap is made of paracord.
“It’s an interesting concept, kind of a rescue tool on your wrist. From my very brief boy scout experience, if you’re lost in the middle of nowhere you need three things to survive: fire, knife and a string. So the idea here is that this is a cord that you can undo just by pulling it out. Open it and inside you have seven strings which can help you do a lot of different things from a fishing net to making fire.”
Victorinox tested it with a ‘handbag challenge’.
“I’ll be honest, I don’t like the term ‘handbag challenge’ at all. I find it very sexist. I asked them to change it for a regular bag or a backpack but it was too late [ laughs]. But the handbag contains a lot of different things: keychains, perfumes that are potentially corrosive, chargers. So they threw the watch into the bag with all the different items and shook it for hours to make sure the watch would still be in good working condition.”
The INOX V was inspired by cars.
“An SUV car is meant to be driven in the countryside but with all the uses of driving in an urban environment. It’s strong and solid but also elegant and sophisticated. We tried to apply that to the ladies’ version of the INOX V. In French we have this saying, ‘The woman is the future of the man’. A lot of breakthroughs in history are made by women, and I think it was a must for this watch to push the limits.”
It challenges common watch stereotypes.
“We decided to have a kind of anticliché approach to the design and the marketing of the watch. It’s not a ‘Barbie’-style watch, it’s a watch for the conscious lady that has a very active lifestyle and requires a timepiece that will never let her down. It conveys the idea that strong is the new pretty.”
The INOX V’s paracord strap is a practical innovation for practical women