Victorinox is putting its own stamp on the power of personalisation by enlisting the help of a local artist to add scenescapes, initials and names to its popular SwissCards product.

The service was first introduced to the DF&TR trade at the Victorinox booth at the TFWA Asia Pacific Exhibition in Singapore in May, with the help of local artist Tiffany Lovage.

In this exclusive piece to camera, Gloria Dix, Head of Global Travel Retail & Fragrances Sales, told us that the customisation service will be rolling out at the company’s pop-up stores, including those in travel retail, in due course.

This new artist-led personalisation service builds on the engraving station concept that was showcased last year.

“Our business here in Asia Pacific is coming along very well because we started two years ago with our go-to-market plan in our Greater China area, so this is keeping up very well especially in Hong Kong and Taiwan So we are testing in these areas,” Dix said of the business in general.

“As a next step we have South Korea lined up also for the end of the year and we are looking into South East Asia for 2026.”

Dix also outlined new appointments to the travel retail team covering Europe, the Middle East and Africa, as well as Latin America.

This year marked the third time that Victorinox has participated in the Singapore show.

The spotlight was firmly on its core travel retail categories of travel gear and watches, with the booth designed especially to bring to life the company’s ‘Prepared to…’ campaign, which sees the brand focus on ‘category awareness and comprehensive brand messaging’.

Products on display from the travel gear lineup included the Mythic Collection of business travel solutions, which features 11 different styles, from sophisticated business bags to cabin-size luggage, all with a focus on durability, functionality and great attention to detail. This collection launched in January this year.

Attendees were also given a glimpse of the Altmont Modern Collection, which is scheduled to debut in October. This versatile collection is aimed at modern, young professionals with pieces designed to transition seamlessly from business commutes to personal getaways.

Victorinox also unveiled its new Swiss Army Collection, featuring the Quartz, Chrono and Automatic styles.

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