Victorinox and Swiss government reach deal on use ‘Swiss military’
Victorinox has agreed to let the state-owned procurement organisation, Armasuisse, register the name ‘Swiss military’ in the United States in return for an exclusive licence to market perfumes using the same name.
Under the agreement reached on Thursday, Victorinox will continue to market products under the “Swiss army” name as it has done for several years now. The brand known for its red Swiss army knives had crossed swords with Armasuisse over the registration of the trade name “Swiss Military” in the US.
At a hearing at the Bern cantonal commercial court, ArmasuisseExternal link asked VictorinoxExternal link to renounce its ‘Swiss Military’ trademark in the US that had been registered several years ago. Armasuisse also demanded compensation of CHF1 million ($1 million) but assured the court that it did not seek to damage the brand that it considered a “valued and long-standing partner”.
Victorinox has been a government supplier since 1891. It produces the famous Swiss army knife and has popularised them internationally.
However, a 2013 law on protection of state symbols requires the government to provide better protection for military trademarks.
In January, Armasuisse won a case in the Federal Administrative Court against small watchmaking firm Montres CharmexExternal link that was selling watches bearing the name ‘Swiss Military’. The court ruled that the term ‘Swiss Military’ could only be used on watches licensed by the government.
In court, Victorinox’s lawyer stated that the ‘Swiss Army’ brand already belonged to the company. He said that in a 2004 government contract, the latter recognised Victorinox’s unconditional right to use the trademark. The lawyer added that Armasuisse has not contested the use of the name ‘Swiss Military’ in the US for many years. But a 2013 motion on state intellectual property – passed in parliament – has put pressure on Armasuisse to recover lost ground on trademarks. Victorinox has launched a counter-complaint against Armasuisse.
Settlement anticipated
Despite the legal challenge, both parties were ready to take part in negotiations involving a possible compromise. These negotiations began on Thursday afternoon. However, according to Armasuisse’s lawyer, the legal dispute could continue between the two parties in the US. The procedure there is suspended, he said, as both parties must first settle their dispute in Switzerland.
The history of the iconic red penknife from Switzerland goes back to 1884 when Karl Elsener opened a workshop in Ibach, canton Schwyz.
In 1891 he heard that the Swiss army had decided to buy a knife for all Swiss soldiers. He took the initiative to found the Swiss Master Cutlers Association, which delivered the first knives to servicemen.
Today Victorinox is the largest cutlery producer in Europe, but sales of army knives have slumped since the September 11 attacks in the United States when hijackers used knives and box cutters to overpower the aircraft crews.
Since then, airlines and aviation authorities have banned passengers from bringing pocketknives into aircraft cabins. Victorinox suffered a serious blow as a result since pocketknives make up about 70% of company revenues.
More
More
Government may register ‘Swiss Military’ brand name, court rules
This content was published on
The decision ends an ongoing case that was originally brought against a Swiss watch company that had been using the name for over 20 years.
Swiss price watchdog slams excessive prices for generic medicines
This content was published on
The cheapest generic medicines available in Switzerland are more than twice as expensive as in other countries, according to a study by the Swiss price watchdog.
Nature should not figure in net zero calculations: academic study
This content was published on
The natural removal of CO2 from the atmosphere by forests or oceans should not be included in the net-zero balance of climate protection measures, argue researchers.
This content was published on
None of the 15 major Swiss retail banks is meeting international climate and biodiversity targets, according to a ranking by WWF Switzerland.
This content was published on
Nestlé's new CEO Laurent Freixe, has presented plans for the future of the world's largest food company, after his first few weeks in office.
Swiss foreign minister calls on Moscow to end Ukraine war
This content was published on
It's high time Moscow ended its war against Ukraine, Swiss foreign minister Ignazio Cassis tells the UN Security Council.
This content was published on
The only alternative to the UN Palestinian agency’s work in Gaza is to allow Israel to run services there, Philippe Lazzarini, UNRWA Commissioner-General, told reporters in Geneva on Monday.
Study reveals food culture differences between Switzerland and neighbours
This content was published on
Three-quarters of Swiss people consider eating to be a pleasurable, social activity, a new survey reveals. Healthy eating, however, plays a much less important role, it found.
If you want to start a conversation about a topic raised in this article or want to report factual errors, email us at english@swissinfo.ch.
Read more
More
Victorinox named an official pocketknife supplier to US army
This content was published on
The US Defense Logistics AgencyExternal link (DLA), the Department of Defense’s largest logistics combat support agency, had indeed added the Victorinox knife to its list, a DLA spokesperson told the Swiss News Agency on Monday, confirming a report in the Luzerner ZeitungExternal link newspaper. As a result, members of the US army can – but…
This content was published on
Elsener, who was Senior Leader at Victorinox, took over the family business from his father in 1950, when its knives were still being made by hand. Under his leadership, the manufacture of the now iconic Swiss army knife was automised and the company’s offerings diversified to include watches, luggage and clothing. Elsener also led the signing…
This content was published on
Members of the public are invited to create their own Swiss Army Knife at an exhibition at the Château de Prangins, near Geneva, to mark the 125th anniversary of the Victorinox firm. swissinfo.ch’s Simon Bradley went along to find out how it is done. (Simon Bradley swissinfo.ch)
You can find an overview of ongoing debates with our journalists here . Please join us!
If you want to start a conversation about a topic raised in this article or want to report factual errors, email us at english@swissinfo.ch.