Victorinox relaunches fragrances after 15 years; global travel retail rollout

By Luke Barras-hill |

The fragrances will roll out progressively in travel retail.

Victorinox is relaunching its entire fragrance assortment after 15 years.

The Swiss-made fragrances span two lines: The Heritage Collection (Swiss Army Classic, Swiss Army Altitude, Swiss Army Sport, Swiss Army for Her and Swiss Army for Her Floral) and Signature Collection (Black Steel, Steel, Rock, Genepi and Morning Dew).

Both lines play on the brand’s storytelling to heighten the customer experience.

The Heritage Collection transports buyers to an idyll of crystal clear lakes, crisp mountain air and fresh alpine flowers with scents evoking the natural beauty of Switzerland.


Victorinox Swiss Army Classic features a minty, aromatic scent with notes of lavender and amber.

Meanwhile, Victorinox Swiss Army For Her is infused with geranium, crisp lily of the valley and sensual soft woods.

Victorinox Swiss Army Altitude, Swiss Army Sport and Swiss Army For Her Floral complete the Heritage Collection.

The Victorinox Signature Collection ‘presents a world of olfactory abundance and reconnects the imagination to the raw yet delicate facets of nature’, says Victorinox.

Fragrances from the men’s collection are inspired by elements such as alpine rock, genepi, steel and black steel.

The female scents in the collection draw on the sensual moments in nature such as the touch of dew drops on the skin when walking in mountain pastures.

Gloria Dix, Global Senior Sales Manager, Fragrances at Victorinox said: “This year marks an incredible milestone in the next chapter of #Victorinoxfragrances with the first of our relaunched products already out on shelves.

“To overhaul our fragrances, set up a new team, create a fantastic marketing story and be fully operationally amid a global crisis is testament to the unstoppable Victorinox team who have worked tirelessly behind the scenes.

“Our thanks also go to our customers who have put their faith in us to continue delivering the exceptional experiences the brand is synonymous with.”

The new fragrance line will showcase at TMDR Virtual Expo (12-16 October).


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