Based on an in-depth analysis of the brand and its target group, we derived three musical sectors from Victorinox' brand values:

“Sophistication and perfection” are characteristic for Swiss inventiveness and entrepreneurship. The sound of this section is based on light Nu- and Indie Pop that bringt creative ease to the stores. “Quality and Reliability” are Swiss core values and the foundation of the excellent reputation goods from the Alpine republic enjoy. We emphasize this with earthed folk music and chanson. “Functionality and Innovation” finally reflects the interplay between down-to-earth engineerial art and sensual design through innovative electronic music.

With this unique mixture and our in-store music player, we bring the sound of Victorinox to life in more than 30 brand stores and flagship stores in London, Zurich and Geneva.