Victorinox Repositions Itself as a Serious Swiss Watchmaker in India for 2026
Victorinox said each timepiece undergoes a multi-stage process that can take up to two years, spanning design, prototyping, hand-finishing and testing that exceeds statutory Swiss Made requirements.
New Delhi: Swiss lifestyle and precision brand Victorinox is undertaking a decisive repositioning of its watch business in India, moving beyond the perception of timepieces as accessories to establish itself as a serious Swiss watchmaker, backed by in-house manufacturing, technical depth and a renewed product portfolio for 2026.
Founded over 140 years ago and globally recognised for the Swiss Army Knife™, Victorinox said its renewed focus on watchmaking is rooted in its Watch Competence Centre at Delémont in the Swiss Jura—widely regarded as the spiritual heart of Swiss horology.
Operational since 2016, the 17,800-square-metre facility consolidates the entire watchmaking discipline under one roof. More than 200 Swiss specialists design, prototype, manufacture, assemble and test every Victorinox watch at the centre. The facility integrates sustainability into production, with 2,750 square metres of solar panels generating nearly 500,000 kWh of clean energy annually.
Victorinox said each timepiece undergoes a multi-stage process that can take up to two years, spanning design, prototyping, hand-finishing and testing that exceeds statutory Swiss Made requirements. All critical components—including cases, bezels and movement integration—are handled in-house, reinforcing what the company describes as “Swiss-crafted, Swiss-controlled and Swiss-tested” watchmaking.
For India, the company is backing this shift with a new brand campaign, Spend Your Time Wisely, signalling a move from reliability-led positioning to one centred on horological credibility and engineering excellence.
The India strategy is being led by Debraj Sengupta, Managing Director – Sales & Marketing, and Avirup Mukhopadhyay. Sengupta brings three decades of experience in the watch industry, including 15 years at Victorinox India, while Mukhopadhyay’s background spans over 15 years in FMCG-led brand building. Together, the company said, the leadership aims to reposition Victorinox watches as the emotional and technical core of the brand’s India portfolio.
As part of the 2026 lineup, Victorinox is introducing a range of mechanically and technologically differentiated collections. The Air Pro GMT Automatic targets globally mobile professionals, offering multi-time-zone tracking through a refined GMT complication. The Concept One line is available in both automatic and solar-powered variants, with the solar models offering up to eight months of autonomy without light and the automatic versions delivering a 68-hour power reserve.
The Dive Pro collection, certified under ISO 6425 standards, offers 300-metre water resistance, anti-magnetic protection and shock resistance, positioning it as a professional-grade diving instrument rather than a lifestyle accessory. The Square One introduces a bold square-case design paired with an automatic movement, signalling a contemporary design shift for the brand.
Recognising India’s appetite for expressive design, Victorinox has also refreshed two of its established collections for the market. The Maverick returns with bolder aesthetics aimed at leadership-oriented consumers, while the I.N.O.X. Elegant blends the line’s signature toughness with refined styling and interchangeable straps.
Victorinox said the India-focused portfolio reflects a balance between resilience and elegance—qualities it sees as defining modern Indian consumers. With this repositioning, the company said its India journey is evolving from heritage-led familiarity to long-term horological legitimacy.
About Victorinox
Established in 1884 by Karl Elsener in central Switzerland, Victorinox began as a knifemaking workshop and supplied its first soldier’s knife to the Swiss Army in 1891. The company later introduced the Swiss Officer’s and Sports Knife, now known worldwide as the Swiss Army Knife™.
Today, Victorinox is a fourth-generation family-owned enterprise operating in over 120 countries, with a product portfolio spanning pocket knives, household and professional knives, watches and travel gear.
