At a swanky Mumbai hotel, in a Swiss-appropriate sombre room, Swiss Military quietly unveiled its new range of products for India.
Ah, Swiss Military, the prestigious manufacturer of that famous Swiss knife with 10,000 tools bundled in? Oh no, that would be Victorinox Swiss Army Knife. This is Military. Confused? You wouldn’t be the first.
Allow us to clarify. Victorinox is the brand that makes the Swiss Army Knife, the tool actually used by the Swiss Army. The Swiss Military, however, has nothing to do with the Swiss Army. It is a premium lifestyle brand, commonly found in the corners of airports and bookstores. That doesn’t mean we disapprove of it, oh no. Swiss Military has launched an entire product portfolio in India and we love it.
Eyewear, travel gear, leather accessories and gadgets - there are very few categories Swiss Military has missed in its latest portfolio. The multitools remain our favorite category - the keychain which houses 3 screwdrivers, a knife and a bottle opener, the flashlight that’s also a world clock with 18 time zones and the selfie stick that robs the user of his/her dignity.
Swiss Military feeds in on the ‘impulse’-buying syndrome that kicks in when you’re waiting for your flight, and that’s not a bad thing. It has a bunch of useful products which are pretty affordable - the new range starts from ₹600 and goes on till ₹13,000. You can view the latest stuff on the website and buy it from retail outlets or through online retailers (Amazon and Flipkart).