‘I.N.O.X has set new standards’ For VICTORINOX
I.N.O.X has proven to be an unstoppable laboratory of ideas and enhanced the brand’s customizable spirit says Alexander Bennouna CEO Victorinox Swiss Army Watch.
On completion of twenty-five years
It has been an excellent journey. We have expanded beyond our expectations. Our marketing recipe is to provide a solid ‘Swiss Made’ watch at a fair price, which has proved to be extremely effective. For the last three years, the high quality of our timepieces has been recognised by the market.
On the continuing success of I.N.O.X
Picture a watch of unimaginable solidity, capable of withstanding a fall of 10m, resisting a pressure of eight tons, or spending two hours at 90° in a washing machine. It has been a commercial success and has set new standards in watchmaking.
On 2015 launch
I.N.O.X has proven to be an unstoppable laboratory of ideas. Simply by creating a new cover or by choosing a new strap, we have been able change its style. It, thus, becomes a luxury sports-watch with a vintage feel with the Victorinox Inox Remade in Switzerland, in which the bumper and strap have been made by using the leather once used in the 19th century as standard equipment of the Swiss Army. It becomes sporty and eccentric with the Victorinox Inox Naimakka with its strap that reminds one of a Perlon and compass-shaped bumper.
On India
In India, our distribution strategy is to deepen our relationship with our existing retails. We have had amazing success. As we work on long-term strategy, we share the same ethos as our retailers.
Interview by Mitrajit Bhatacharya & Hiren Kumar Bose
