VICTORINOX LAUNCHES TIMEPIECE CAMPAIGN: "SPEND YOUR TIME WISELY"

IBACH, Switzerland, April 2, 2026 /PRNewswire/ -- Swiss watchmaker Victorinox today announced the launch of its new timepiece campaign, 'Spend Your Time Wisely,' inspiring audiences to take a more considered approach to time. The campaign reflects a mindset that values purpose over speed, clarity over excess and meaning over momentum, seamlessly connecting the reliability, precision and thoughtful design of Victorinox watches to a calm, confident approach to everyday life. 'Spend Your Time Wisely' will roll out in several phases throughout 2026 across print, out-of-home, digital and social platforms.

Spend Your Time Wisely builds on this mindset by exploring the many ways people experience and manage their time amid the noise and demands of modern life. Rather than defining a single approach, the campaign acknowledges that everyone's circumstances and capacities are different—and that meaningful moments can be found in ways that feel authentic and attainable to each individual. It highlights the value in the pauses, points of focus, and small pockets of calm people can create throughout their day, celebrating a more intentional relationship with time that is personal, flexible, and grounded in real life.

"We are proud to present a campaign that truly reflects what Victorinox timepieces stand for," says Ulrich Wohn, President of Victorinox North America. "'Spend Your Time Wisely' celebrates the meaningful moments people create for themselves—whether by disconnecting or being purposefully present—while honoring the exceptional Swiss craftsmanship that defines our watches."

Highlighting Victorinox's 2026 key watch collections, including the I.N.O.X. Automatic, Swiss Army and the all-new Concept One. This campaign highlights innovative timepiece features while elevating Victorinox watches as essential tools for those who choose to be present, prepared, and deliberate.

Behind these collections is a manufacturing process rooted in precision: each Victorinox timepiece is meticulously crafted from movement to bezel to caseback at our Watch Competence Center in Delémont, Switzerland, and undergoes more than 100 rigorous quality‑control tests before reaching the wearer.

The campaign launches on April 1 and comes at a milestone moment for Victorinox as it prepares for their return to the JCK Las Vegas trade show this May, where the brand will present its latest watch collections to retailers and industry leaders from around the world.

Victorinox watches are available at Victorinox.com and select premium jewelers worldwide, with pricing ranging from $500 to $1,900 depending on the collection.

CONTACT FOR MEDIA ENQUIRIES
Taryn Gentile
Senior Public Relations Manager
[email protected] / +1 203 944 2380

ABOUT VICTORINOX

Victorinox AG is a worldwide operating family business, which today is run in the fourth generation. The headquarter of the company is located in Ibach, canton Schwyz, in the heart of Switzerland. This is where the founder of the company Karl Elsener I set up his cutlery business back in 1884 and, a few years later, designed the legendary «Original Swiss Army Knife». Meanwhile, the company produces not only the world-famous pocket knives, but also high-quality household and professional knives, watches, travel gear and fragrances. In 2005, the company took over Wenger SA in Delémont. The Wenger pocket knives were integrated into the Victorinox range in 2013, so that the Wenger product portfolio today consists of watches and travel gear. Products are available online, in own stores as well as via a widespread network of subsidiaries and distributors in more than 120 countries. In 2022, the company with its more than 2,200 employees generated sales of CHF 426 million.

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SOURCE Victorinox