The fourth generation of the Elsener family is proud of their company Victorinox, which thanks to the red pocket knife, has become a global brand. Their celebrated Swiss Army Knife has made an unprecedented triumphal procession around the world, and even into outer space. “In 1884, our greatgrandfather Karl Elsener I opened, with the help of his mother Victoria, a knife cutler’s workshop in the village of Ibach in the heart of Switzerland. In 1891, he delivered the first soldier’s knives to the Swiss Army. Back then, the knives had black oak scales that were heavy and bulky,” says current CEO Carl Elsener, who has managed the company since 2007, representing the fourth generation in the familyrun business.
However, the company’s founder soon had the idea of designing an elegant and lighter knife with red fibre scales and additional functions like a screwdriver and a corkscrew. And so the companion known today worldwide as the Swiss Army Knife was born. When his mother died in 1909, the founder gave her first name Victoria to the brand, registering the crossandshield emblem as a trademark the same year. In 1921, the invention of stainless steel revolutionised the knife industry. His mother’s first name, combined with inox, the international designation for stainless steel, gave rise to today’s company and brand name Victorinox.
Problem solver
The red pocket knife became famous in America following the Second World War, when GIs bought the Swiss Army Knife in massive quantities in European army surplus stores. In 1978, NASA ordered the first 50 astronaut knives. The Canadian astronaut Chris Hadfield advises us in his book to “never leave the planet without one”, since it was thanks to his pocket knife that Hadfield succeeded in opening the hatch of the space station Mir after all the other tools had failed. Secret agent MacGyver from the eponymous popular 1980s and 1990s TV series was able to free himself from the most desperate situations with his Swiss Army Knife. “Even American presidents bought our knives,” notes Carl Elsener with satisfaction.“ In 1997, George W. Bush wrote to us that he would like to visit our factory in Ibach on a trip to Europe. We were delighted when he came to see us in central Switzerland, accompanied by his wife and a large entourage.”
Family harmony
Since they married in 1990, Carl Elsener has worked closely with his wife. “The two of us travel together in tandem,” says Veronika Elsener. The former teacher has been working in all areas of the company for 30 years. As Chief Marketing Officer and member of the executive board, she and her team accompany the brand’s different products around the world. On the elevenmember executive board, the couple is supported by two siblings and a brotherinlaw.
Today, in developing all its products – from knives to watches, luggage, and perfume – Victorinox always takes the small red pocket knife as its starting point and aligns itself with the values that have shaped the company since its beginnings: quality, functionality, innovation, and iconic design. Carl Elsener often thinks of his father, who used to say: “Harmony builds the house, discord tears it down.” Pioneering thinking, farsightedness, innovative spirit, and the beginning of the industrialisation of Victorinox were the contributions of Carl Elsener III. He grew up in modest circumstances and lived his life with the same attitude.
Profit was never first and foremost; the Elseners are known as socially responsible employers. While other manufacturers relocated their production facilities to lowwage countries, Victorinox remained in Switzerland. In 2000, the Elsener family also established a business foundation, which today owns 90 per cent of the shares of Victorinox AG. For Victorinox and for the Elsener family, it is not the largest possible dividend flow, but stability and strength that count. “In good times you have to build reserves for difficult times – this has always been our family and company philosophy.”
Information
With annual sales of 480 million francs, Victorinox is the largest private employer in the canton of Schwyz. There are now branches and sales outlets in over 120 countries. The company has 2,100 employees worldwide, more than half of whom work in Switzerland. 45,000 Swiss Army Knives and Swiss Tools along with 90,000 household and professional knives are produced daily in Ibach near Schwyz. In July 2017, a historic number was celebrated: 500 million pocket knives manufactured to date. Among the 400 different pocket knife models, the current star seller is the socalled Swiss Champ with 33 functions. victorinox.com
Text: Annemarie Mahler
Photos: Erwin Windmüller