May 8 2024  |  Fashion, Bags & Accessories

Victorinox announces new listings and brand concept, plus revamped TFAP booth

By Laura Shirk


A booth rendering of the brand's new booth at TFWA Asia Pacific, which will be located on Level 1 (M10)

Premium lifestyle brand Victorinox has its sights set on growth in Asia Pacific travel retail following a number of new listings and impactful activations in the region. The brand returns to TFWA Asia Pacific Exhibition for a second time with a new booth (Level 1, M10) and brand mission to best prepare consumers for everyday challenges through smart and masterful solutions.

Victorinox Head of Global Travel Retail & Fragrance Sales, Gloria Dix, says, “We are eager to build on recent momentum in Asia Pacific to further increase the footprint of our core categories, watches and travel gear essentials in Hainan and other key high traffic locations. It’s exciting to be returning to TFWA Asia Pacific Exhibition with an enhanced presence that allows us to effectively showcase our new 'Made to be Prepared' concept and our smart, masterful product portfolio that prepares consumers for everyday challenges.”


Showcasing the brand’s commitment to excellence, the booth will highlight novelties including the Airox Advanced and extended Spectra 3.0 luggage lines

Style and innovation

At 31.5 square meters, Victorinox’s new booth combines style and innovation while offering better visibility for the brand’s core travel retail categories: travel gear essentials and watches. The booth will also bring to life Victorinox’s new ‘Made to be Prepared’ concept which sees the brand focus on category awareness and comprehensive brand messaging through elevated product design and a more consistent marketing campaign. The larger booth space enables Victorinox to bring more engaging brand experiences to visitors, including an engraving station which will allow them to personalize a Swiss Army Knife™ scale or travel gear ID tag which can be added to their luggage.

Showcasing the brand’s commitment to excellence, the booth will highlight novelties including the Airox Advanced and extended Spectra 3.0 luggage lines, as well as travel gear accessories that aim to enhance the travel experience. Victorinox’s commitment to craftsmanship, elegance and precision is brought to life in its bestselling I.N.O.X Chrono, Journey 1884 and new Victorinox Dive Pro timepieces which will be on show alongside the iconic Swiss Army Knife™.



Victorinox Dive Pro

Victorinox Dive Pro

With the launch of the new Victorinox Dive Pro, the brand continues its legacy as makers of the original Swiss Army Knife™ and transfers its meticulous pursuit of excellence with its watches. Each of these ISO 6425 certified diver’s watches is tested for a water resistance of 300 meters and can brave sand, dirt, impact, and vibration.

The Victorinox Dive Pro is available in a variety of material and color combinations, and features two types of movement: the proven and reliable Ronda 715 quartz and the new Sellita SW 220-1 automatic. The latter has a 38-hour power reserve and a day and date display with quick setting.

A clear dial with oversized dots and hands that glow in two colors of Swiss Super-LumiNova®  – blue for diving and green for time indicators  – ensure easy readability in any condition. The quartz watches have the protected screw-down crown at three o’clock and the automatic ones at four o’clock. Both crowns are easily adjusted with gloves. The bezel has a unidirectional mechanism, notches for a better grip, and a 20-minute gradation for diving safety.

The Victorinox Dive Pro is available with cases made of steel or titanium, both manufactured in Victorinox’s own Watch Competence Center located in Delémont, Switzerland.

New listings and activations

Victorinox has recorded a positive start to 2024 having secured listings for its I.N.O.X Chrono/I.N.O.X Mechanical Watches and Travel Accessories Edge Backpack on three major Chinese international airlines, in addition to running a series of activations for Chinese New Year.

To capitalize on the key Chinese New Year gifting opportunity and raise brand awareness, Victorinox ran special promotions at China Duty Free Group’s Haikou International Duty Free Shopping Complex, which allowed shoppers to purchase a festive Year of the Dragon pocket knife gift set.

REGION Asia International
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